An Assignment on

Assignment on Integrated Marketing Communication for

Tribal Creations
By

Akshay Agarwal 01
Rahul Ahire 02
Komal Ahhiro 03
Vaibhav Avhad 04
Marketing Specialization

Subject code: 307

Submitted to
Prof. Santosh Pullewar

INDIRA INSTITUTE OF MANAGEMENT, PUNE

Tribal Creations
Tribes India
Established by TRIFFED under Minstry of Tribal Affairs, Govt. of India
Tribals constitute 8.61% of the total population of the country, numbering 104.28 million
(2011 Census) and cover about 15% of the countrys area. The fact that tribal people need
special attention can be observed from their low social, economic and participatory
indicators. Whether it is maternal and child mortality, size of agricultural holdings or access
to drinking water and electricity, tribal communities lag far behind the general population.
These indicators underline the importance of the need of livelihood generating activities
based on locally available resources so that gainful employment opportunities could be
created at the doorstep of tribal people. Recognizing this need for initiating such livelihood
generating activities in a sustained and focused manner, the Ministry of Welfare (now
Ministry of Tribal Affairs) established an organization to take up marketing development
activities for Non Timber forest produce (NTFP) on which a tribal spends most of his time
and derives a major portion of his/her income. In 1987, the Tribal Cooperative Marketing
Development Federation of India Limited (TRIFED) was set up with an aim to serve the
interest of the tribal community and work for their socio-economic development by
conducting its affairs in a professional, democratic and autonomous manner for undertaking
marketing of tribal products.
Further to achieve the aim of accelerating the economic development of tribal people by
providing wider exposure to their art and crafts, TRIBES INDIA, the exclusive shops of tribal
artefacts were set up all over India by TRIFED. They showcase and market the art and craft
items produced by the tribal people and thus demonstrate the magical mystique of tribal India
espousing tribal cause.

Retail Marketing
The activity of marketing development of tribal products envisages TRIFEDs role as a
facilitator, service provider and market developer. This involves exploring marketing

possibilities in national as well as international markets, creating opportunities for marketing

tribal products on a sustainable basis, creating a brand and skill up gradation & capacity
building of the tribals. The ultimate objective of TRIFED is socio-economic development of
tribal people in the country by way of marketing development of the tribal products on which
the lives of tribals depend. In order to achieve its objective, TRIFED is marketing tribal
products through its 36 own showrooms by the name of Tribes India Outlets and 9
consignment showrooms in association with State level Organisations promoting handicrafts.
TRIFED has been undertaking sourcing of various handicraft, handloom and natural & food
products from individual tribal artisans, tribal SHGs, Organisations/Agencies/NGOs working
with tribals. The same is being sold through its Outlets and Exhibitions.
Aadishilp: TRIFED has been organizing National Tribal Craft Expo Aadishilp, wherein
tribal artisans/groups/organizations are invited to participate in this Expo and showcase their
rich tribal heritage. The main objective in holding these events is to provide an opportunity to
tribal artisans to showcase their ethnic crafts and to interact directly with art lovers to learn
about their taste and preferences. This helps them in adapting their product designs and
creations accordingly. It is an attempt to present tribal art and culture in holistic manner,
which has been receiving encouraging response from all quarters.
Aadichitra: TRIFED also organises adichitra- an exhibition of tribal paintings, in which
tribal paintings are exclusively displayed and sold. The tribal artists are also invited to
demonstrate their art in these exhibitions. Encouraged by the response, TRIFED has been
organizing such exhibitions at various locations across the country.
OCTAVE: TRIFED participates in the OCTAVE - a dance festival of North Eastern Region,
organized by Ministry of Culture, Govt. of India. TRIFED is associated with this event from
2008-09 onwards. TRIFED facilitates participation of artisan from North Eastern Region and
provide them the opportunity to showcase and market their products.
Besides participating in various domestic exhibitions across the country, TRIFED also
participates in international exhibitions/trade fairs through Export Promotion Council for
Handicrafts (EPCH) and India Trade Promotion Organisation (ITPO) in various countries for
promotion of tribal products. During the current year TRIFED participated in two
International Exhibitions i.e., Import Shop Berlin, Germany and AFL, Milan, Italy.

Research and Development

TRIFED has been undertaking R&D activities by sponsoring research on number of NTFPs.
In TRIFEDs context, R&D is an important aspect as tribals from diverse income levels, age
groups, and cultural backgrounds harvest NTFPs for household subsistence, maintaining
cultural and family traditions, obtaining spiritual fulfillment, maintaining physical and
emotional well-being, scientific learning, and earning income but they still use traditional
collection, processing techniques with limited applications and market it as raw or with
minimum processing. Most of the NTFPs are underutilized and there are few organizations
which are working on the Minor forest produces in the country. It is in this background that
R&D on NTFP assumes critical importance for enhancing the income of tribal collector
gatherers, reducing drudgery & waste and increasing efficiency of tribals. TRIFED being the
apex organization for providing marketing support for tribal products is carrying on the task
of sponsoring R&D projects with the financial support of Ministry of Tribal Affairs.
i) Objectives: Objectives for initiation of the R&D project on NTFPs by TRIFED are:
(a) Research and development of an innovative low cost process/ technology for optimum
utilization of the available NTFPs so that Tribals get direct benefit.
(b) Development of tools, implements, methodologies, processes etc. which result in
increased harvesting and collection of Non Timber Forest Produce (NTFPs) on a sustainable
basis, which result in reducing drudgery & waste, increasing efficiency etc of the tribals.
(c) Development of appropriate technologies for post-harvest management of NTFPs
concerning sorting, grading, cleaning, dusting, scientific storage, preliminary primary level
processing for increasing shelf life /value addition , reducing wastage etc.
(d) Sustainable harvesting techniques to ensure long term survival of forests.
(e) Enhance income through value addition of the NTFPs
TRIFED sponsors R&D projects through various reputed institutions like IITs. IICT,
Hyderabad, CFTRI, Mysore, Universities etc. to find out new & innovative product(s)/
process(s) development so that it can enhance the value of Minor forest produce and

livelihood of tribals. During the last few years TRIFED has sponsored 10 R&D Projects
which are under various stages of its completion & commercialization.

New Initiatives

Comprehensive review of the existing training programme was made and training
modules stand revised to make them integrated and need based with the ultimate

objective of improcing the quality and usefulness of the training programme.

The training programme would now cover the whole gamut of backward and forward

linkages.
Canara bank has agreed to provide training to 1500 beneficiaries identified by

TRIFED in their training centres located across India.

PSUs have been approached to include training of tribals under their CSR framework.
Initiated dialogue with National Skill Development Corporation (NSDC) where areas
of mutual cooperation were identified i.e. exchange of information about already
implemented under implementation projects, NSDC to encourage their training

partners to include MFP training as part of their training programmes.

To undertake Skill Up-gradation Training in Handicraft Sector, Collaboration with
Development Commissioner (Handicraft) has been initiated for implementation of 14
programs for different crafts in 11 states out of which 4 skill development projects

have been sanctioned.

TRIFED proposes to establish 5 common facility centres (CFC) with adequate
infrastructure where tribals can come and work together for production of

handloom/handicraft items and value addition to NTFP.

Collaboration with development commissioner (HANDLOOMS) for identification of

clusters for providing them market support

Convergence of TRIFED activities in promotion of handicraft with national skill

development agencies (NSDA)

Tie-up with Corporate Bodies

Promotion of Tribal Art and Culture

The Ministry of Tribal Affairs runs a Centrally Sponsored Scheme, Research & TrainingGrants-in-Aid to Tribal Research Institutes (TRIs), under which funds are provided to the
State Governments/Union Territory Administrations for various activities performed by these
institutes which include, conducting research on different aspects of tribal life including their

languages and art and culture and also setting up of tribal museums for exhibiting tribal
artefacts and promotion of tribal culture. The Scheme does not envisage direct assistance to
tribal artists. Ministry of Tribal Affairs, in collaboration with Ministry of Culture also
organizes a National Tribal Festival to showcase a holistic picture of tribal culture and
heritage in all its vibrancy and colour. The Festival provides glimpses of rich cultural
heritage through unique forms of tribal folk dances. The Ministry of Tribal Affairs also
supports State Government/ Union Territories in organizing tribal festivals in their own
environment. The Ministry of Culture has no specific scheme exclusively for providing
financial assistance to tribal artists. The financial assistance by the Ministry of Tribal Affairs
to the States/UTs for Tribal Research Institutes/Organizing Tribal Festivals during each of the
last three years and the current year, scheme-wise and State/UT-wise are annexed. The
scheme is in ongoing scheme of the Ministry of Tribal Affairs for the promotion of art and
culture of tribals. Sahitya Academy, an autonomous organization under the Ministry of
Culture, has a project office namely. North East Centre for Oral Literature (NECO) at
Agartala exclusively for the cause of promotion and upliftment of tribal culture. The Indira
Gandhi National Centre for Arts, inter alia, undertakes research and documentation on the
contextual aspects of culture including life style, oral traditions, and folkore and art practices
of communities including tribal art and culture. The Zonal Cultural Centres, inter-alia, make
special efforts to encourage tribal arts.

The Indira Gandhi Rashtriya Manav Sangrahalaya

carries out programmes for popularization of cultures of India, of which preservation and
promotion of art and culture of tribes living in different areas of the country is an important
and integral part. The Anthropological Survey of India carries out anthropological research,
covering various social, cultural and biological aspects of the people of India. There are eight
zonal museums in the country, which display artefacts belonging to different communities of
India, many of which focus on tribal communities and their culture.

Exhibitions:
Indian Handicrafts & Gifts Fair
Globally popular for its Artisans, Arts & Crafts, Earthen Concepts and Captivating Colours,
India is a fast-growing economy of the world. Its largest vendor-base in the globe, brings you
India's most prominent & honoured trade show for Handicrafts & Gifts, known as Indian
Handicrafts & Gifts Fair (IHGF). The IHGF is enthusiastically visited by numerous buyers
from across the world. Spring Edition with its fantastic weather is just perfect for visitors
from all over the world, who want to experience India's offerings of Art & Craft.
Upcoming expo in February'2014 will be the 37th edition of the celebrated show. Modern
India Expo Centre and Mart is the place where the show will take place. With its more than 2
decades of successful history, the show is expected to exhibit products from more than 2400
exhibitors; personifying their latest and huge range for the buyers/visitors. Moreover, the
exhibition area spans across 97,000 square meters, which is enough to showcase a wide
variety of products.
A wide mixture of Indian Handicrafts, Gifts & Decorative, Home Furnishing, Home Textiles,
Housewares, and Jewellery etc. will be displayed at the show. With these import assortment,
the buyers/visitors will get the support to establish trends, generate business opportunities,
create sales and ascertain growth in the coming months and years.
In February 2014, the last IHGF edition was organized and it had great success as it was
visited by a large number of buyers from all across the globe. The buyers came from various
countries like UK, US, Germany, France, Japan, Australia, Greece, Spain, Italy, China,
Hungry, Turkey, Oman, Singapore, Thailand, Portugal, Sweden, Mexico, Belgium,
Netherlands and more. Well-known buying houses and departmental stores from Europe and
USA visited the place, which includes Hobby Lobby, Pier-I, Weca, Target, Marks & Spencer,
Haans Lifestyle, Fink, Ikea, Indiska, Cost Plus, Home Goods and many others.

 Export Promotion Council for Handicrafts

IHGF is amongst Asias largest gifts & handicrafts fair, held biannually (Spring & Autumn
edition) and is organised by Export Promotion Council for Handicrafts (EPCH).
EPCH, Indias premier export promotion organisation with 7200 member exporters is
engaged in trade promotion of handicrafts exports from India. IHGF Spring Fair has been the
hallmark for growth of the Indian handicrafts sector for over 20 years.
The most significant and distinct sourcing platform in Asia (IHGF Spring 2015 ), now gets
bigger & bolder, bringing you much more of everything more space, more exhibitors, more
sectors, more enhanced facilities, more days and of course, bringing you a thoughtfully reconceptualized & renewed IHGF Spring Fair with 17 clear product categories in enriched
display spaces.
The five power packed days with over 2400 exhibitors, spread over 150,000 sq. Metres area,
brings you an entire range of Home, Lifestyle & fashion, with traditional artistic finish in
perfect harmony with modern designs & contemporary colours. IHGF Spring Fair is a
distinctive business platform for importers, wholesalers, distributors, retailers, fashion
designers, potential franchises, mail order companies and a few more to source an
unparalleled variety of handicrafts, gifts & lifestyle products, from a cross section of
handmade manufacturers from India.
IHGF has carved out its presence in the world market, by offering huge sourcing
opportunities to international buyers, agents etc. IHGF Delhi Fair has now become Asias
one stop sourcing event, since its inception in 1994 while providing extended business
platform to small & medium exporters. The hallmark of a successful trade event is its ability
to bring a platform wherein markets and people come together in an efficient and highly
professional manner. IHGFs organizers EPCH, strives to better this ability with each
successive edition and IHGF Spring Fair 2015 is a bolder step in this direction.

 Katha - An Exhibition of Works by Five Gond Tribal Artists

The Gonds are said to be the original inhabitants of India with relics of its past having been
found as far back as 50,000 years. This community is the largest tribal community with an
estimated population of 7.4 million today. Gond art is based on the belief that viewing a good
image begets good luck .They would thus decorate their houses and the floors with traditional
tattoos and motifs, drawn during festivals or rituals connected with seasonal changes like
sowing of crops, onset of rains, harvest or on a significant occasion in their families such as
birth, marriage, pregnancy, death. Traditionally, the process of painting begins with preparing
the surface. Mud surfaces are cleaned and smoothened with a soil called pidor. Artists use
natural colours which are extracted from coloured soil, charcoal, plant sap, rice paste, cow
dung and leaves. Colours are also used to convey emotions and character of pictures. These
served ritualistic purposes as well as kept the surroundings harmonious and pure. A narrative
form of folk art, the Gonds express the vernacular of the soul in the brilliant hues and the
myriad interpretations of the artists' defining signature patterns creating a richness of
aesthetic forms and styles. These signature styles are the essence of this tribal art form and
are used to fill the surface of their decorative motifs. Gond art resonates with a culturally
distinctive ethos and draws inspiration from myths and legends to images of daily life, the
surrealism of emotions, dreams and imagination. The mythical beasts and the intricate
detailing of flora and fauna are the dominant themes that have animated the works of the
Gonds as a means to record history. The Gond painting transports you to the seamless world
of the imaginative and the surprising. They have a singular two dimensional style. The multihued, dot-bright splendours of tribal gods, fantastical birds, anthill-covered alligators, and
long-snouted crabs are both creative and imaginative. The community derives positive energy
by surrounding itself with colour and art inspired from nature and everyday living. The child
like simplicity of these art works reflects the communitys own straightforwardness. The fine
lines, dots and dashes of traditional Gond Pradhan motifs were introduced to the world by the
late painter J.Swaminathan, who discovered a talented seventeen year old Jangarh Singh
Shyam decorating the huts of Patangarh in Madhya Pradesh.Jangarh's meteoric rise to fame
was marked by his acclaimed exhibitions in Paris and Tokyo and ended on a tragic note with
his suicide. The legacy of Jangarh came to be known as Jangarh Kalam and is evident in
the artistic brilliance and creativity of his family who he had mentored in this traditional art
form. The exquisite beauty and raw power of these works have created a stir in both
International and National auctions including Sotheby's and Saffron Art. Not surprisingly

Gondi art with its vibrant and compelling patterns has captivated the international art market.
This exposure has transformed the lives of these tribal artists, encouraging them to transcend
cultural barriers and paint the language of the universe in their own special way. This years
exhibition entitled Katha, has some of the most renowned artists of the Gond Art
Community .Japani Shyam, the daughter of the legendary artist and pioneer Jangarh Shyam,
and captures the eco systems in which animals survive. Her works are denser, they are
reproductions of the worlds that animals and plants survive in. She is known to works with
Monochromes, black and white being her favourite. The most striking feature of Durga Bais
paintings is each painting has a story the stories that Durga Bai heard as a child are now
translated into images in brilliant flamboyant colours. Her forms are mostly drawn from the
pantheon of the Gond Pardhan community. She uses the motif of paddy seeds to infill the
forms in her paintings.