NEW DELHI (India): In a significant development, the Indian government’s Ministry of Tribal Affairs has launched “RISA: Timeless Tribal,” a premium signature brand aimed at promoting India’s tribal heritage through fashion and lifestyle products while creating sustainable livelihoods for tribal artisans.
The brand was launched in New Delhi earlier this month by the Indian Minister for Tribal Affairs Jual Oram in the presence of Minister of State for Women and Child Development Savitri Thakur and senior officials, according to an official press release.
The initiative aims to create a unique brand identity for tribal products, ensuring that the intricate craftsmanship of India’s ethnic communities finds its rightful place in premium domestic and international markets. The brand aims to preserve tribal looms and craft traditions, and to draw focus and generate interest among discerning consumers towards tribal fabric and apparel, besides embroideries and handicrafts. It is designed to bridge the gap between traditional techniques and contemporary demand.
In the first phase, the project will include 10 clusters covering 5 tribal weaves, 2 embroideries and 3 crafts. It features some of India’s most iconic weaves and crafts, which are as follows:
| Sl.
No. |
Weave / embroidery | Community
involved |
State / UT |
| 1 | Eri silk | Bodo | Assam |
| 2 | Santal cotton | Santal | Jharkhand |
| 3 | Changpa Pashmina | Changpa | Ladakh |
| 4 | Kotpad cotton | Mirgan | Odisha |
| 5 | Muga silk | Miri (Mising) | Assam |
| 6 | Dongria embroidery | Dongria Kondh | Odisha |
| 7 | Toda embroidery | Toda | Tamil Nadu |
In addition, the brand will also showcase specialized Handicrafts including Longpi Pottery (Manipur), Turtuk Brass Cutlery (Ladakh), and the world-renowned Dokhra Art (Chhattisgarh).
The move builds on the work of the Tribal Cooperative Marketing Development Federation of India (TRIFED), which promotes tribal products through various platforms, including exhibitions, retail outlets and e-commerce channels. The ministry has entered into strategic partnerships with renowned designers including Abu Jani, Sandeep Khosla, Manish Tripathi, Anju Modi, Gaurav Jai Gupta and Sameera Dalvi the project.
The initiative aims to achieve design intervention, capacity building, infrastructure and premium packaging.
Design intervention: Creation of new designs for tribal weaves, embroideries, and handicrafts and produce newer products thereafter. It will also build a replicable framework of new designs and patterns for craft revival, product development, and artisan integration.
Capacity Building: Training and capacity building of tribal weavers and artisans to enhance their skills for high-end production for high-value markets and ensuring significant jump in their income. This will empower tribal communities, especially women both economically and socially.
Infrastructure: Development of weaving and handicraft clusters will be undertaken. The project also aims establishment of stitching units in the existing weaving clusters.
Premium Packaging: The National Institute of Design (NID) Haryana has developed sustainable, eco-friendly premium packaging tailored for the custom-tailored segment.
Among those present at the launch were Tribal Affairs Secretary Ranjana Chopra, TRIFED Managing Director M. Rajamurugan and Designer Manish Tripathi.
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