The first official function in Ladakh after it was declared a Union Territory, the Aadi Mahotsav, is set to commence on 17th August 2019. This tribal festival, stretching over nine days, marks its inaugural appearance in Ladakh, an achievement in itself as past efforts from the Tribal Ministry didn’t resonate with the Jammu & Kashmir administration. The Aadi Mahotsav is a joint venture by the Ministry of Tribal Affairs, Government of India, and the Tribal Cooperative Marketing Development Federation of India (TRIFED), and is designed to contribute to the socio-economic growth of the tribal population in India.
TRIFED: An Overview
Established in 1987, TRIFED has positioned itself as an apex organization at a national level, operating under the administrative authority of the Ministry of Tribal Affairs, Government of India. With its headquarters located in New Delhi, TRIFED’s influence extends over the entire country, facilitated through a network of 13 Regional Offices established at strategic locations. TRIFED’s primary aim is facilitating the socio-economic development of tribes in India by fostering the marketing of their products.
A Celebration of Tribal Art and Culture
The Aadi Mahotsav showcases the diverse cultural heritage and traditional arts and crafts of India, becoming a platform for indigenous tribes to share and promote their unique cultural expressions. The theme for the festival emphasizes: “A celebration of the spirit of Tribal Craft, Culture and Commerce.”
Digital Advancements and the Festival
In sync with the progression towards digital and electronic transactions, the Aadi Mahotsav is taking significant strides. Major credit/debit card payments will be accepted by tribal artisans for the first time, a conveniency facilitated by the provision of Point of Sale (POS) machines at each stall.
| Key Initiatives | Description |
|---|---|
| Van Dhan Scheme | The festival will identify Food and Forest Produces that can be processed, value-added and marketed under this scheme of the Ministry of Tribal Affairs. |
| TRIBES India | Artisans and master craftsmen and women of Ladakh will be identified for cataloguing them as suppliers of TRIBES India, a brand under TRIFED. |
Marketing Expansion through TRIBES India
The identified products will be marketed throughout the country via 104 retail outlets managed by TRIBES India and to an international audience spanning 190 countries across the globe through Amazon. This collaboration was made possible due to an agreement between TRIBES India and Amazon. The ultimate goal of Aadi Mahotsav is to uplift the tribal communities by leveraging their unique skills and products in commercial spheres.