Government promotes tribal products with ‘Go Tribal’ campaign
The Union Government Ministry of Commerce and Industry said it wants every Indian house to own at least one ‘tribal’ product over the next three years, increasing sales of tribal products from Rs 300 crore ($45 million) in 2019 to Rs 10,000 crore.
The government aims to greatly increase the tribal goods market, meaning products such as clothing, accessories, and personal care items traditionally made by indigenous groups across India. The government is focusing on online sales to grow the market and is in the process of tying up with Indian and international e-commerce businesses to this end.
“We are in talks with Walmart, Taj Group, Tata Sons, Apollo and Reliance fashion for pushing our products,” the managing director of the Tribal Cooperative Marketing Development Federation of India, Pravir Krishna, told the Economic Times.
“We have tied up with Amazon and in January handlooms worth Rs 1 crore were sold. This would now be extended to 190 countries.”
As well as promoting Indian tribal goods abroad to increase exports, the government aims to increase sales at home. The Ministry of Commerce and the Ministry of Tribal Affairs have launched ‘Go Tribal’, a campaign to encourage Indian households to embrace tribal products with the goal that every household will include at least one tribal product in the next three years. Products will receive a mark of authentication by Trifed and will also receive quality control from the organisation.
However, the government’s plan to link up with foreign-owned e-commerce businesses, such as Walmart and Amazon, has been criticised by traders’ bodies such as the Confederation of All India Traders, which claims the move will hurt Indian businesses.
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