Marketing

GI products get special focus in Tribes India Aadi Mahotsav

Tribal Co-operative Marketing Federation of India has been facilitating the promotion of GI products along with tribal products and transforming them into a brand, symbolising empowerment of tribal artisans
GI products get special focus in Tribes India Aadi Mahotsav

With a dedicated stall, 50 tribal geographical indication (GI) products have been given special focus in the ongoing Tribes India Aadi Mahotsav in Delhi Haat.

They occupy a prominent place and all visitors have been visiting the stall with much interest. The GI products stall features renowned, exquisite items such as Rajasthan’s blue pottery, the Kota Dariya fabric, Madhya Pradesh’s Chanderi and Maheshwari silk, Bagh print, Odisha’s Pattachitra, Karnataka’s Bidriware, Banarasi silk from Uttar Pradesh, Darjeeling tea from West Bengal, Kala jeera from Himachal Pradesh, the extremely spicy Naga chilli, and the large cardamom from the North-east.

Geographical indication tagging has acquired a greater significance ever since the focus has shifted towards Vocal for Local and building an Aatmanirbhar Bharat. Tribal Co-operative Marketing Federation of India (TRIFED) has been facilitating the promotion of GI tag products along with tribal products and transforming them into a brand, symbolising empowerment of tribal artisans. These initiatives will also help recognise and promote age-old tribal traditions and methods that are in danger of being lost due to urbanisation and industrialisation.

The geographical indication, which has been recognised by the World Trade Organization (WHO), is used to denote the geographical territory from where a product, be it an agricultural produce, natural product or manufactured, and also conveys assurance of qualities or attributes that are unique to that specific geographic region. India became a signatory to this convention, when, as a member of the WTO, it enacted the Geographical Indications (Registration and Protection Act), 1999, which came into effect from September 15, 2003.

The Aadi Mahotsav festival is TRIFED’s attempt to familiarise the people with the rich and diverse craft, culture and cuisine of tribal communities across the country in one place.

Besides these GI products, one can also find other ethnic tribal handicrafts and products and organic items – from the natural and immunity-boosting tribal produce such as organic haldi, dry amla, wild honey, black pepper, ragi, triphala, and lentil mixes such as moong dal, urad dal, white beans, and dalia to artefacts such as paintings be it in the Warli style or  Patachitras; from jewellery handcrafted in the Dokra style to bead necklaces from the Wancho and Konyak tribes of the North-East to the rich and vibrant textiles and silks, namely; from colourful puppets and children’s toys to traditional weaves such as Dongria shawls and Bodo weaves; from iron craft from Bastar to bamboo craft and cane furniture.

One can also enjoy tribal artistic forms and sample tribal cuisine at the Aadi Mahotsav.

The Aadi Mahotsav- a celebration of the spirit of tribal crafts, culture and commerce is on at Dilli Haat, INA, New Delhi till the February 15, 2020 from 11 am to 9 pm.

RuralMarketing.in is now on Telegram. Click here to join Rural Marketing on Telegram and stay updated with the latest news and updates on rural business and economy.

Read more: Aadi Mahotsav highlights Rina Dhaka and Ruma Devi’s tribal fashion

0 Shares
The Changing Face of Rural India