Minister of Tribal Affairs Shri Jual Oram inaugurated the ‘Festival Offers’ to promote Tribal Products and empower Tribal Artisans of the Country. Smt Leena Nair, Secretary, Ministry of Tribal Affairs, Shri Pravir Krishna, Managing Director, TRIFED and other senior officials were also present to grace the occasion.
Speaking on the occasion, Shri Jual Oram said that Tribes India showroom is not only for Exhibiting Tribal Arts and Handicrafts but also for Tribal Empowerment. Ministry has planned for opening Exhibition cum Sale Outlets for Tribal Products and inviting artisans for demo all throughout the country. Number of Outlets of Tribes India showroom is on increasing trend. Ministry has also planned to open franchise outlets in addition to its own outlets. Young Entrepreneurs will also be roped in for marketing tribal products on commission basis. Ministry will give full support to TRIFED for boosting the sales of tribal products. We are also working to improve the variety of products on sale in TRIFED showroom.
Smt Leena Nair, Secretary Ministry of Tribal Affairs said that the Ministry is taking interest, so that the art and handicrafts of the tribals reach all the people in India. Tribes Showroom will become the destination for both domestic and international tourists and this type of initiatives will help in the empowerment and the development of the Tribal people.
About the initiatives/schemes launched:-
For boosting marketing development operations and enhancing the sale through “Tribes India” brand, TRIFED formally launched following initiatives/schemes:
● Discount Scheme/offers :
❖ “Friend of Tribes”: In order to promote tribal products and Tribes India as a brand and also to create a captive customer base, TRIFED is issuing “Friends of Tribes” Loyalty Card, offering discount of 20% on most of the products being sold through Tribes India Outlets located across country. The Card holders shall be also eligible for an additional 10% discount, in case festival/other discount scheme is already existing at the Outlets at that time but not exceeding 40%.
❖ Special discount scheme for Central/State Government Employees: A special additional discount of 10% on prevailing discounts/offers is being offered to all the Central/State Government Employees at all our Outlets on production of their official Identity Card issued by their department.
❖ Offer packages: For every purchase of products above Rs. 2,000/-, attractive gifts will be given.
❖ Festival discount: Festival discount of 10% on Food and Natural products and 15% on all other products are being on specific festive/occasion.
❖ Upto 40% Discount Scheme Sale: Maximum discount upto 40% are being offered on select stocks. Offers applicable till stock lasts.
❖ Standard terms & conditions shall apply.
● Sale through Franchise Outlets:
TRIFED plans to expand its Retail Operations by opening of Franchise Outlets for sale of tribal products. Under this model, TRIFED will get the stocks delivered at the franchisee premise, as per the requirement of Franchisee. The stocks to be delivered shall be limited to the amount of security deposit to be submitted by the Franchisee in form of demand draft or banker cheque or bank guarantee. The Franchisee shall sell the products on the MRP fixed by TRIFED in the brand name of Tribes India from their sales outlet with their manpower and other resources. Transportation cost, GST etc on the stock shall be borne by the TRIFED. Franchisee shall be paid a commission ranging from 10-25% on net sales and sales proceeds shall be payable once in a month. All the products supplied by TRIFED will carry “Tribal Craft Mark” in form of hologram/ label/tag for its genuineness and authenticity.
● Sale through “Young Entrepreneur Development Programme”:
TRIFED plans to expand sale operations by empanelling young and smart sales boys/girls for undertaking house to house campaign for sale of our tribal products. These young sales boys/girls shall be known as “Young Entrepreneurs of TRIFED (YET)”. Under this programme, young boys and girls fulfilling the prescribed basic criteria shall be registered as Entrepreneur of TRIFED for a period of 1 year, which will be renewed depending upon the performance of the YET. A registration letter and I-Card shall be issued to these YET, who shall undertake house to house campaign for sale of our tribal products. The YET shall be provided e-brochure comprising of photographs of products available with complete details and required publicity material for showing to the customers. They shall also be provided with small samples as per their requirement for showing to the customers and in lieu of sales made through them TRIFED shall pay a commission of 10% on net sales to them.
● Sale through e-commerce platforms:
The various e-commerce platforms offers a huge potential for promotion and sale of tribal products. TRIFED is already selling tribal products through snapdeal.com and www.amazon.in. However, TRIFED is also expanding its operations through other e-commerce portals.
Tribal Cooperative Marketing Development of India Ltd., (TRIFED) is an organization under the Ministry of Tribal Affairs, Govt. of India and is engaged in marketing development of tribal products including tribal art & craft under the brand name “TRIBES INDIA”. The main mandate of TRIFED is capability enhancement of the tribals, promotion of tribal products and creation of marketing opportunities for the tribals with a view to ensuring them fair prices for their products and augmenting their income on sustainable basis.
Towards the attainment of this mandate, TRIFED is engaged in the retail operations for marketing of unique and ethnic tribal handicrafts and natural products in high end markets through a chain of retail outlets under the brand name “TRIBES INDIA” across the country. It also focuses on trainings for skill up-gradation and capacity building of tribal artisans and gatherers of Minor Forest Produce. TRIFED, with its Head Office at New Delhi, has a network of 14 Regional Offices and a chain of retail outlets (expanding every year) across the country.
“TRIBES INDIA” showrooms offer a range of tribal products of different parts of the country, which include Metal Craft, Tribal Textiles, Jewellery, Tribal Paintings, Cane & Bamboo, Pottery, Gifts and Novelties, Organic and Natural products sourced from tribals at their places of habitats from higher Himalayas (Bhutia tribes in the Uttrakhand, Bodh & Kinnaura tribes in Himachal Pradesh) in the North to the Ghats of Indian Ocean and Arabian Sea in South (Toda & Erula tribes in Nilgiri Hills) in the South and from North Eastern States (Thangkul Naga, Bodo, Konyak & Dimasha tribes) to the desert of Rajasthan and Rann of Kuchh (Bhil, Garasia, Rathwa, Gamit tribes ) in the West. There is fabulous collection of tribal paintings mainly Saura from Orissa, Gond from Madhya Pradesh, Warli from Maharashtra and Pithora from Gujarat.
From a single store in 1999 at Delhi, now TRIFED has established a chain of 42 retail outlets out of which 29 are its own outlets across the country besides tie-ups with as many as 13 State level Emporiums. The idea is to provide opportunities to the tribal artisans of the country to market their products on a sustained basis. TRIFED plans to expand this network to other cities as well, so as to provide a larger market for tribal products.
In pursuance of the above objectives of TRIFED and for having a wider impact of our operations, TRIFED plans to scale up the Retail Marketing Activities for achieving a sale goal of Rs.40 Crores in the current financial year and Rs.100 Crores by the end of next financial year, through sustained efforts of ramping up supply and creation of demand, with a purpose of benefitting maximum number of tribal artisans through association and expertise of Central/State Departments/Organisations/ Agencies/reputed NGOs working with tribal artisans.