Aadi Mahotsav to be Pan-India event

The Tribal Cooperative Marketing Development Federation of India (TRIFED), a marketing wing of Tribal Ministry, has recently taken a major step towards providing a better market as well as worthful market value of tribal's products by roping in globally-acclaimed fashion designer Ritu Beri.

While announcing about the decision, Managing Director, TRIFED, Pravir Krishna, a 1987-bacth IAS officer of Madhya Pradesh cadre, said, "Now the products manufactured by over 1.5 lakh tribal artisans would become more valuable. As there is no match to tribal products, the value addition to it by designer Ritu Beri will make it priceless resulting into better value of their products."

Stressing on the need for better access to the market, the TRIFED MD said, "A few years ago, when Vice President M Venkaiah Naidu inaugurated Aadi Mahotsav, he was surprised to know that over 1,000 tribal artisans, who had come from remotest parts of the country, fetched much better prices of their products in just 15 days which they could had got in a year."

"It's outcome of the access to market that tribal artisans have sold their products at about 10-time higher prices than the local market rates. The same people are forced to sell their culturally-rich products at throwaway prices at their own habitations," he said.

"We have decided to expand Aadi Mahotsav and organise tribal festivals in every part of the country. Next Aadi Mahotsav is proposed to be held in Jaipur as an initiative to fill up the lack of market access. It's surprising that out of 1,000 tribal artisans, who had participated in tribal festival, about 70-80 per cent were first timers," he said.

Hailing the initiative and pleading to contribute her best for the promotion of tribal artisans and their products, noted fashion designer Ritu Beri said, "I must say that Tribes India is the soul of India. We have arts and crafts that have come naturally from these tribals. It's time to preserve the priceless art and crafts. We have to nurture and support them. All of us need to join hands and make it a mass movement so that the world would come to know the real craftsmanship of tribals of the India. I will give my best in promoting tribal cultures."

On the occasion, Member of Parliament from New Delhi constituency Meenakshi Lekhi was also present as the chief guest. On the request of TRIFED MD, Lekhi has assured to provide every possible help in promoting Tribes India movement.

Celebrity fashion designer Ruma Devi, who is a goodwill ambassador of Tribes India, was also present on the occasion.