TRIFED joins hands with Ritu Beri Designs

TRIFED is a family of over 1,50,000 tribal master craftsmen and craftswomen who, through their traditional methods, produce state of the art handlooms and handicrafts in deep natural forest areas of the country where they reside. Their access to large markets is therefore restricted, coupled with the constraints of marketing. In view of the same, TRIFED in a major expansion mode via its campaign #GoTribal, aims to reach every home not only in India but across the world.

Tribes India has announced the association with Ritu Beri Designs to promote Indian tribal crafts and culture. Ritu Beri has very graciously accepted to be the Chief Design Consultant for Tribes India.

This bond between Beri and Tribes India will be cemented during the felicitation ceremony on December 7, 2019 at 12:30 pm on the lawns of Tribes India, 9 Mahadev Road, New Delhi.

Speaking about this collaboration, Pravir Krishna, MD, TRIFED said "I welcome designer Ritu Beri to the family of 1.5 lakh tribal artisans. Her association will give wings to Tribes India"

TRIFED has established a chain of 117 unique showrooms under the brand name of Tribes India, located all over the country, which provide artisans the platform for marketing and promotion of their products.

Tribes India has now also entered the e-commerce segment by launching its own website tribesindia.com to market its products globally. Tribes India also has agreements with Amazon.com, Amazon.in, Flipkart, Snapdeal, PayTM, and the Govt. of India's portal GeM, to further enhance its reach in the international market.

Beri has proposed a wide range of initiatives to mainstream tribal art form – creating a Tribal Museum, promoting a wall art festival, organising expositions promoting niche aspects of tribal art, organising fashion shows worldwide, re-modelling tribal products, tribal store and packaging, introducing marketing strategies, organising a tribal parade, among several others.

A partnership between one of India's finest designers and nation's biggest promoter of tribal craft and culture has immense potential.

Ritu Beri, the iconic global fashion designer, represents the best of Indian and International fashion. Her creativity will therefore lead to synergies with the world class hand-crafted masterpieces of tribal craftsmen and craftswomen alike to create a mini-India of tribal haute couture.

By collaborating with TRIFED as the Chief Design Consultant of Tribes India, Beri can help make Tribes India a household name with her demonstrated and well-established expertise in the fashion world. Because of her experience of working with different countries across the globe, She knows how to adapt to a region's culture and touch the hearts of the locals.

This particular skill set of hers coupled with her remarkable sense of fashion, will take Tribes India to the next level, such that people all over India and the world feel more connected with the magnificent tribal culture and art forms.