28th June,2019: New Delhi – Ministry of Tribal Affairs and TRIFED has launched ‘GO TRIBAL CAMPAIGN’ in association with Amazon Global at the India Habitat Centre. This 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 of global marketing the initiative 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).
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 said, ‘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 reach them.’
Shri Pravir Krishna, IAS, MD, TRIFED 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.