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ART & CULTURECURRENT AFFAIRSFEBRUARY 2020

STRATEGIES FOR PROMOTING & MARKETING OF TRIBAL PRODUCTS

WORKSHOP ON “STRATEGIES FOR PROMOTING & MARKETING OF TRIBAL PRODUCTS" BY TRIFED


Context: Union Minister for Commerce & Industry & Railways and Union Minister of Tribal Affairs chaired a Multi Stakeholders Workshop on ‘Strategies for Promoting and Marketing of Tribal Products’ organised by TRIFED under Ministry of Tribal Affairs.


WORKSHOP ON “STRATEGIES FOR PROMOTING & MARKETING OF TRIBAL PRODUCTS"

KEY INFORMATION

  • Various stakeholders including officials from many Ministries, Industry associations viz. FICCICIIASSOCHAMDICCI, top advertising consultants, top Designers, Social Sector, ecommerce groups like WallmartSnapdealFlipkart, etc. for deliberating and finalizing a Plan of Action to revamp and expand the Tribes India #GoTribal campaign participated in the workshop.
  • TRIFED has charted out a comprehensive plan of action for realizing its goals. Representatives from FICCIASSOCHAMDICCICII, expressed their support for TRIFED and said that their collaborative efforts will further steer the popularity of Tribes India products by Corporate Gifting, getting promotional space for tribal murals/displays in their corporate offices, rack-space in their retail outlets, franchise partnerships, etc.
  • TRIFED also aims to establish Tribes India kiosks in international airports, partner with PSUs, and government departments for gifting to boost the popularity of tribal handicrafts & handlooms across the nation and beyond.
  • TRIFED over the last three years has revamped itself as a network of 120 outlets across the country of which 72 are owned and operated by TRIFED themselves. 
  • Tribes India outlets are already operational at the airports of ChennaiJaipurAhmadabadUdaipurCoimbatoreTrivandrumPuneGoaKolkata.
ABOUT TRIFED


TRIFED or The Tribal Cooperative Marketing Development Federation of India came into existence in 1987 as a national-level apex organization functioning under the administrative control of Ministry of Tribal Affairs, Govt. of India. 

TRIFED has its registered and Head Office located in New Delhi and has a network of 13 Regional Offices located at various places in the country.

OBJECTIVES: The ultimate objective of TRIFED is socio-economic development of tribal people in the country by way of marketing development of the tribal products such as metal craft, tribal textiles, pottery, tribal paintings and pottery on which the tribals depends heavily for major portion of their income. 
  • TRIFED acts as a facilitator and service provider for tribes to sell their product. 
  • The approach by TRIFED aims to empower tribal people with knowledge, tools and pool of information so that they can undertake their operations in a more systematic and scientific manner. 
  • It also involves capacity building of the tribal people through sensitization, formation of Self Help Groups (SHGs) and imparting training to them for undertaking a particular activity.
FUNCTIONS: TRIFED mainly undertakes two functions viz. Minor Forest Produce (MFP) development and Retail Marketing and Development.

Minor Forest Produce (MFP) development
  • An important source of livelihood for tribal people are non-wood forest products, generally termed 'Minor Forest Produce (MFP)'. This includes all non-timber forest produce of plant origin and include bamboocanesfodderleavesgumswaxesdyesresins and many forms of food including nutswild fruitshoneylactusser etc.
  • The Minor Forest Produces provide both subsistence and cash income for people who live in or near forests. They form a major portion of their foodfruitsmedicines and other consumption items and also provide cash income through sales.
  • MFP has significant economic and social value for the forest dwellers as an estimated 100 Million people derive their source of livelihood from the collection and marketing of Minor Forest Produce (Report of the National Committee on Forest Rights Act, 2011).
  • Around 100 million forest dwellers depend on Minor Forest Produces for food, shelter, medicines and cash income. Tribals derive 20-40% of their annual income from Minor Forest Produce on which they spend major portion of their time.
  • To cope with the above problem, Govt. of India has decided to introduce the scheme of “Mechanism for Marketing of Minor Forest Produce (MFP) through Minimum Support Price (MSP) and development of value chain”.
Retail Marketing and Development
  • TRIFED aims to improve the livelihood of the tribal communities by creating a sustainable market and create business opportunities for tribal people.
  • It has a network of 13 regional offices across the country which identifies and source tribal products for marketing through its retail marketing network of TRIBES INDIA outlets.
  • TRIFED has been undertaking sourcing of various handicraft, handloom and natural & food products through its empanelled suppliers across the country. The suppliers comprise of individual tribal artisans, tribal SHGs, Organisations/ Agencies/NGOs working with tribals. The suppliers are empanelled with TRIFED as per the guidelines for empanelment of suppliers.
  • TRIFED has been marketing tribal products through its Retail Outlets located across the country and also through exhibitions. It has established a chain of 35 own showrooms and 8 consignment showrooms in association with State level Organisations promoting tribal handicrafts.

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