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The Ministry of Tribal Affairs, through the Tribal Cooperative Marketing Development Federation of India (TRIFED), has launched "RISA: Timeless Tribal", a dedicated premium brand for promoting India's tribal textiles, embroideries, and handicrafts in domestic as well as international markets.
About RISA: Timeless Tribal
RISA: Timeless Tribal is a premium branding initiative launched to create a distinct identity for tribal products and enhance their market value. The initiative aims to preserve India's rich tribal heritage while generating better livelihood opportunities for tribal artisans through improved branding, design, packaging, and marketing.
The programme is implemented by TRIFED under the Ministry of Tribal Affairs with the objective of transforming traditional tribal crafts into globally recognised premium products.
Objectives of the Initiative
The initiative seeks to strengthen market linkages for tribal artisans by connecting them with premium domestic and international buyers. It also promotes design development, product diversification, and improved product presentation while preserving traditional craftsmanship and indigenous knowledge.
Another important objective is to ensure that tribal communities receive higher incomes through value addition and direct access to organised markets.
Implementation Mechanism
The project is being implemented through the National Design Centre (NDC), an autonomous organisation under the Ministry of Textiles. Renowned fashion designers have been associated with the initiative to modernise product designs while retaining their traditional identity.
The National Institute of Design (NID), Haryana, has been entrusted with developing premium and environmentally sustainable packaging, making tribal products more competitive in global markets.
First Phase of the Initiative
In the first phase, seven tribal textile and embroidery traditions have been selected based on their cultural significance and market potential. These include Eri Silk and Muga Silk of Assam, Santal Cotton of Jharkhand, Changpa Pashmina of Ladakh, Kotpad Cotton and Dongria Embroidery of Odisha, and Toda Embroidery of Tamil Nadu.
The initiative also promotes important tribal handicrafts such as Longpi Pottery of Manipur, Turtuk Brass Cutlery of Ladakh, and Dokhra Art of Chhattisgarh.
Major Components
The programme includes design development, garment prototyping, capacity building of tribal artisans, establishment of stitching facilities, strengthening of weaving and handicraft clusters, and improvement in branding and packaging. These interventions are intended to improve product quality and enhance market competitiveness.
Significance
RISA represents a major step towards promoting tribal entrepreneurship, preserving traditional knowledge systems, and creating sustainable livelihoods. It also supports the national vision of Atmanirbhar Bharat, Vocal for Local, and inclusive economic development by positioning tribal products as premium heritage brands.
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In every Lecture. Director Sir will provide conceptual understanding with around 800 Mindmaps.
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