28 th June,2019: New Delhi – Ministry of Tribal Affairs and TRIFED are all set to launch ‘GO
TRIBAL CAMPAIGN’ in association with Amazon Global at the India Habitat Centre on 28th
June 2019. The collaboration aims to create awareness and promote tribal arts and crafts,
as well as aid in socio-economic welfare of over 700 Indian tribes.
Amazon as a part is global marketing initiative will be releasing 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 will be
available at Amazon and Tribes India website.
The launch will be 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
Smt 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 and
says, ‘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. Today’s
youth are embracing native fashion and lifestyle more than ever and its important to
Shri Pravir Krishna, IAS, MD, TRIFED explains, ‘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
The Tribal Cooperative Marketing Development Federation of India (TRIFED) came into
existence in 1987. It is a national-level apex organization functioning under the
administrative control of Ministry of Tribal Affairs, Govt. of India.
The approach involves capacity building, imparting need based trainings, exploring
marketing possibilities for products in national as well as international markets, brand
building and creating opportunities for marketing on sustainable basis.
The ultimate objective of TRIFED is socio-economic development of tribal people in the
country by way of marketing development of the tribal products on which the lives of tribals
depends heavily as they spend most of their time and derive major portion of their income.