Indian tribal art gets global recognition

With the aim to promote tribal arts and crafts, and provide an aid in the socio-economic welfare of over 700 Indian tribes, TRIFED under Ministry of Tribal Affairs has launched 'Go Tribal Campaign' in association with Amazon Global. The event was held at the India Habitat Centre on June 28, 2019.

The event was attended by Renuka Singh, Union Minister of State for Tribal Affairs; along with Deepak Khandekar, Secretary, Ministry of Tribal Affairs; Mary Kom, Brand Ambassador, Tribes India; Pravir Krishna, IAS, MD, TRIFED; and other dignitaries.

As a part of global marketing initiative, Amazon has released three distinctive initiatives of 'Tribes India' in the form of 'Go Tribal' Campaign comprising of 'Tribes of India Heritage Collection' and 'Tribes of India Natural Collection'.

With an array of product range, the heritage collection includes handcrafted textiles like ikats, silks, and pashminas; tribal jewellery like dokras and banjaras, gifts and pottery, while the natural collection includes Telangana coffees, Uttarakhand soaps, Karnataka spices and more. The line is available at Amazon and Tribes India website.

The launch was followed by a unique fashion skit of carefully crafted embroidered pieces by Gramin Vikas Evam Chetna Sansthan of Rajasthan. Named after the president of GCVS, Ruma Devi herself, the 'Ruma Devi' collection is an assortment which promotes traditional craft of applique and tanka work created by tribal women artisans of Barmer. Gramin Vikas Evam Chetna Sansthan, awarded with 'Nari Shakti Samaan' by President of India this year, is a grassroots organisation which aims to empower women artisans through Self-Help groups (SHGs).

Renuka Singh Saruta, Union Minister of State Tribal Affairs and the chief guest of the programme believes that tribal arts and crafts of India are truly unique and unexplored. Speaking on the occasion, she said, "In the 21st century, when a common man is running after money, these tribal artisans are working hard for their survival." Pointing out at the beautifully handcrafted textiles and natural products Singh further added, "We have so much talent in our country, but we fail to acknowledge it."

Talking about how taking tribal art to the online platform was a much-needed initiative, she stated, "Online market has no geographical boundaries. Through this initiative, we want to promote the tribal communities of India and their art, while helping them to go global and providing them opportunities to attain a sustainable livelihood. Youth is embracing native fashion and lifestyle more than ever. This initiative will further strengthen cultural ties with other countries."

Speaking on the occasion, Mary Kom, a World-acclaimed Boxing champion and Brand ambassador of Tribes India, said, "Ministry of Tribal Affairs through TRIFED has been creating livelihood opportunities for tribal artisans and entrepreneurs. Through 'Go Tribal Campaign', which is being launched today, our effort is to reach the mainstream market and take tribal products as well as this brand to great heights."

"To be associated with Tribes India, and contribute in giving a push to the tribal artisans is a matter of pride for me. I come from one such tribe of Manipur, and therefore understand the necessity of such initiatives in promoting the hidden gems of our nation," added Kom.

Pravir Krishna, IAS, MD, TRIFED concluded the event with his address. He said, "The careful precision and handcrafted intricacy of the works of tribal master craftsmen from across India will be showcased through the 'go tribal' campaign. Our association with Amazon will help us reach worldwide and avoid middleman as much as possible. Budget for the campaign is 1000 crore per year, and the plan is to cater to 190 countries worldwide." And, then he thanked Mary Kom for all the support that she has extended.