Lok Sabha Question No. 520 (UNSTARRED), answered on 2023-07-24
Subject: Art Festivals
Ministry: TRIBAL AFFAIRS
Asked by: Parbatbhai Savabhai Patel, Geeta Kora, Pradeep Kumar Singh

## GOVERNMENT OF INDIA

## MINISTRY OF TRIBAL AFFAIRS LOK SABHA UNSTARRED QUESTION NO- †520

TO BE ANSWERED ON- 24/07/2023

## ART FESTIVALS

## † 520. SHRI PARBATBHAI SAVABHAI PATEL: SHRIMATI GEETA KORA: SHRI PRADEEP KUMAR SINGH:

Will the Minister of TRIBAL AFFAIRS be pleased to state:

- (a) the  names  of  the  States  across  the  country  where  the  Art  festivals  have  been organized this year to generate awareness about the tribal culture;
- (b) the measures taken/being taken by the Ministry to promote tribal jewellery, paintings and other materials made by tribal artists from all over the country, particularly of Jharkhand, Gujarat and Bihar;
- (c) whether  any  measures  are  being  taken  by  the  Ministry  to  make  these  artefacts recognised in foreign countries also; and
- (d) if so, the details thereof?

## ANSWER

## MINISTER OF STATE FOR TRIBAL AFFAIRS (SMT. RENUKA SINGH SARUTA)

(a)  & (b): Under the  scheme of 'Support to TRIs', Ministry  of  Tribal Affairs provides financial assistance to State Governments, based on their proposals, for organizing State level  festivals  such  as  Hornbill  festival  of  Nagaland,  Pawl-kut  festival  of  Mizoram  , Medaram Jatara of Telangana. Apart from these, funds are provided for craft melas, painting and art competitions based on proposals received from State Government.

Further,  TRIFED  is  the  implementing  agency  for  the  Pradhan  Mantri  Janjatiya  Vikas Mission (the  PMJVM),  which has been formulated  with  the merger  of the two  existing schemes for promotion of tribal livelihood, i.e. 'Mechanism for Marketing of Minor Forest Produce (MFP) through Minimum Support Price (MSP) and Development of Value Chain for MFP'  and 'Institutional Support for Development and Marketing of Tribal Products/Produce'.

Under the scheme of Institutional Support for Development and Marketing of Tribal Products/Produce, empanelment of tribal artisans and procurement of various tribal products from  them  is  the  core  initiatives  for  generating  livelihood  opportunities  for  tribal communities across the country.  As part of achieving the above core initiative, TRIFED undertakes retail marketing of tribal products through TRIBES India Outlets, E-Commerce & Exhibitions.

These schemes have provided livelihood opportunities to the tribal beneficiaries in terms of making tribal products and supplying the same to TRIFED as well as selling them in different exhibitions with the help of TRIFED.  This marketing opportunity has helped increase their income.  Additionally, the beneficiaries associated with TRIFED have been receiving market exposure for their products as also improving their marketing skills by way of interacting with the customers directly in different exhibitions.  In the last quarter Tribal Artisan  Empanelment  Melas  were  organized  in  Khunti,  Saraikela,  Simdega,  Gumla, Dhumka Districts of Jharkhand and West Champaran district of Bihar for empanelment of tribal artisans, SHGs etc.

Ministry of Tribal Affairs (MoTA) has organized 'Aadi Mahotsav'in collaboration with Tribal Cooperative Marketing Development Federation of India (TRIFED) on 16.02.2023 to  27.02.2023  as  part  of  the  National  Tribal  Festival  at  Major  Dhyan  Chand  National Stadium in Delhi showcasing tribal culture on the national stage and promoting their rich tribal  heritage,  culture,  crafts,  cuisine,  commerce  and  traditional  art.  The  event  saw participation by various stakeholders, individual tribal artisans, tribal SHGs, Agencies/Organizations  working  with  tribals  communities.  During  the  current  financial year 2023-2024, TRIFED organized one regional level Aadi Mahotsav from 7 th  April 2023 to 15 th  April 2023 at SAIL Exhibition Ground, Rourkela, Odisha and one Aadi Bazaar from 02-11 June 2023 at Mussoorie, Dist Dehradun. TRIFED also participated in National Tribal Festival organized by Ministry of Tribal Affairs in collaboration with Govt. of J&K from 78 th  July, 2023 at Srinagar. Besides, TRIFED organized Aadi Mahotsav, Aadi Bazaar, Aadi Chitra events. The main objective in holding these events is to provide an opportunity to tribal  artisans  to  interact  directly  with  lovers  of  tribal  art,  artefacts  and  other  products including  tribal  jewellery  and  enabling  them  to  get  their  feedback  about  their  taste  and preferences, which helps them in modifying their product designs and creations accordingly. The event also includes tribal cultural performances and cuisines, which is an attempt to present tribal art and culture in holistic manner.

(c) & (d): TRIFED also organizes Adi Mahotsav festival in Delhi and at state level Aadi Mahotsavs, Aadi Bazaar, Aadi Chitra and other related events from time to time as a part of branding and promotion, skill development, organization of festivals/events, etc. and funds are allocated as per requirement. TRIFED has been marketing tribal products through its own shops called  ' TRIBES India '  &  through  Franchise  Outlets  and  outlets  of  the  state emporia on consignment basis.  TRIFED markets these tribal products through 100 own outlets, 11 outlets on consignment basis and 8 franchise outlets. TRIFED also markets tribal products  through  its  own  e-commerce  portal  tribesindia.com  and  also  through  other  emarketing channels like Amazon, Flipkart, Snapdeal and GeM. The idea is to make these tribal  products  available  to  masses  in  India  and  abroad.  Besides,  TRIFED  also  makes promotional  activities  of  their  products  through  various  publicity  and  advertisement measures  like  Press,  Electronic,  Digital  and  social  media,  which  include  advertisement through newspapers, Radio FM, posters, banners/hoardings, leaflets, standees, mobile vans, local  TV  Channels,  web-based  portals  like  Youtube,  Facebook,  Google,  etc.  to  create awareness and help generate demand for these products. Apart from this, TRIFED in order to  promote  tribal  products  in  the  international  market  has  sent  tribal  products  to  Indian Missions/Embassies abroad to set up Atmanirbhar Bharat Corners there. Till date 53 such Atmanirbhar corners have been set up in Indian Missions abroad.

Besides,  TRIFED  also  participates  in  few  exhibitions  abroad  organized  by  other organizations  like  Export  Promotion  Council  for  Handicrafts  (EPCH),  India  Trade Promotion Organisation (ITPO) etc. for promotion of tribal art and craft in other countries.

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