In order to promote the sale of tribal products, the Tribal Co-operative Marketing Federation of India (TRIFED) has signed memorandums of understanding (MoUs) with Big Basket and PurtyAgrotech on Monday.
The MoU between TRIFED and Big Basket will make way for the promotion and sale of the natural Van Dhan products through Big Basket platform while MoU between TRIFED and Purty Agrotech will promote the art of growing pearls among other tribal entrepreneurs across India and tap the potential of this market.
Collaboration between TRIFED and Big Basket
The TRIFED-Big Basket MoU was exchanged between Seshu Kumar, Chief Merchandising Officer (CMO), Big Basket and Pravir Krishna, Managing Director, TRIFED in the presence of Arjun Munda, Minister for Tribal Affairs and senior officials of both organisations. With this convergence, TRIFED will leverage Big Basket’s infrastructure, expertise and reach in order to make the organics, naturals and TRIFOOD Van Dhan products available to a wider clientèle across India. It will also enable Big Basket to enrich its portfolio by the inclusion of hand-made authentic forest products sourced by the tribal population. This collaboration will also promote Big Basket’s social cause by means of promoting tribal entrepreneurship and generating livelihood opportunities for the tribals.
E-grocery has been one of the fastest-growing segments in the consumer e-commerce space and its growth is propelled by India’s rising consumption and digital penetration. The Covid-19 pandemic has further accelerated its adoption as consumers seek the convenience of ordering quality groceries delivered safely at home. Big Basket was founded in 2011 in Bangalore and has expanded its presence to over 25 cities across India. In the e-grocery space, Big Basket provides one of the largest assortments and provides customers the convenience of home deliveries on preferred dates and time slots. This partnership will give a great opportunity to modern-day consumers who are more aware and particular about their health and lifestyle needs. Healthier alternatives like the potential product categories can be Van Dhan naturals, foodgrains, oils, bakery, beverages, snacks, cleaning and household, beauty and hygiene, gourmet among other tribal products.
Collaboration between TRIFED and Purty Agrotech
Another such collaboration in this direction has been done with Purty Agrotech, an initiative by Buddhan Singh Purty, an origin of “Ho tribe” from East Singhbhum district, Jharkhand. He is a tribal entrepreneur who has a unique business for developing pearl cultivation. In order to promote the art of growing pearls among other tribal entrepreneurs and tap the potential of this market, TRIFED plans to create a market for this unique craft and at the same time assisting Purty Agrotech in developing a more professional and business-oriented enterprise with this collaboration. The two organisations have partnered to work jointly towards the overall upliftment of the tribal community.
TRIFED will empanel Purty Agrotech as a supplier to Tribes India and procure pearls which shall be sold through the network of 141 Tribes India outlets and various e-commerce platforms.
Speaking on the occasion, Union Minister of Tribal Affairs, Arjun Munda said, “The government is taking up ambitious transformational programmes which will prove to be game-changer for the tribal livelihoods in times to come.”
He further remarked that it was in this spirit that the Ministry of Tribal Affairs and TRIFED were working on a war-footing to bring about social and economic empowerment of tribal people through a large number of such initiatives.
He further elaborated, now the tribal products are being brought into the market through value addition and ensuring outstanding quality with the help of research and design through TRIFED and various initiatives of the ministry.
Speaking at the occasion, Pravir Krishna, Managing Director, TRIFED said, “TRIFED is working day and night to find new and better marketing opportunities both domestically and internationally for the unique tribal products and minor forest produce. These two new initiatives will become operational from October 2, 2021 and will give a new thrust to tribal livelihoods,” Sinha added.
TRIFED is continuing to forge partnerships with different organisations to create synergies together, as a part of its ongoing efforts to improve the lives and livelihoods of the tribal community.
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