NEW DELHI: The Tribal Cooperative Marketing Development Federation of India (TRIFED), the apex governing body of tribal businesses in India under the Ministry of Tribal Affairs named champion boxer Mary Kom as the brand ambassador of ‘Tribes India’ and its “Punch Tantra” Diwali collection at a function in the city on Thursday.
Four promotional video spots produced by National Film Development Corporation of India (NFDC) featuring Mary Kom promoting tribal handlooms and handicrafts were also released on the occasion.
The ‘Punch Tatra’ products symbolise with the years of hard-work, discipline, determination and dedication of tribal artisans in the country as the name of the collection connects with boxing and Mary Kom. It is a magnificent collection which comprises of a range of ethnic and traditional tribal products like sarees, stoles, dupattas, shawls, kurtas/kurtis, lamp shades (Kandels), sky lanters, diyas, gift hampers, etc. specially introduced for the coming Diwali and festival season.
Jual Oram, the union minister for Tribal Affairs thanked the boxer for taking up the initiative without any renumeration. He said that the probable potential of TRIFED is much more than many other PSUs under the Indian government and if utilized properly, it may become a game changer in the Indian economy.
TRIFED has put in massive efforts in promoting tribal products through the vast network of Tribes India Showrooms, Aadi Mahotsavs/Exhibitions and various e-commerce platforms namely, Amazon, Flipkart, Snapdeal and GeM which provide a window to national & international markets. It has opened 103 sale outlets nationwide and its turnover has also increased 300 times.
With Kom on board as ambassador, master craftsmen and more so women are more likely to be noticed so that their talent could be nurtured for them to become full-time industrialists. In her address, she expressed her gratitude to the Ministry of Tribal Affairs for the opportunity, commenting that she too belongs from the tribal community and this is what made her take up the initiative.
TRIFED also took the occasion to announced its new e-commerce portal www.eshop.tribesindia.com for sale of its products.
