TRIFED Launches RISA Brand to Showcase Tribal Crafts

Speaking at the launch, Ministry of Tribal Affairs Secretary Ranjana Chopra emphasized that tribal crafts represent centuries of cultural knowledge, artistic excellence, and community traditions.

The Ministry of Tribal Affairs, through the Tribal Cooperative Marketing Development Federation of India (TRIFED), has launched RISA – Timeless Tribal, a premium brand dedicated to promoting tribal textiles, embroideries, and handicrafts from across India. Alongside the brand launch, an exclusive RISA Store was inaugurated at Rajiv Gandhi Handicrafts Bhawan in New Delhi's Connaught Place.

The initiative is designed to strengthen the market presence of tribal products, create new opportunities for artisans, and preserve India's rich tribal heritage through sustainable economic development. It aligns with the vision of Viksit Bharat by combining cultural preservation with livelihood generation for tribal communities. The launch ceremony was attended by senior government officials, renowned fashion designers, representatives from design institutions, industry stakeholders, and tribal artisans from different parts of the country.

Seven traditional crafts selected in first phase

RISA has been developed to build a distinct identity for tribal products while improving market access, encouraging design innovation, and promoting tribal craftsmanship in premium domestic and international markets. As part of the first phase, seven tribal textile and embroidery traditions have been selected based on their cultural value and market potential. These include Assam's Eri Silk and Muga Silk, Jharkhand's Santal Cotton, Ladakh's Changpa Pashmina, Odisha's Kotpad Cotton and Dongria Embroidery, and Tamil Nadu's Toda Embroidery. The initiative also focuses on selected tribal handicrafts such as Longpi Pottery from Manipur, Turtuk Brass Cutlery from Ladakh, and Dokhra Art from Chhattisgarh. These products will receive targeted support to expand their reach and improve income opportunities for artisan communities.

Speaking at the launch, Ministry of Tribal Affairs Secretary Ranjana Chopra emphasized that tribal crafts represent centuries of cultural knowledge, artistic excellence, and community traditions. She stressed the importance of providing long-term institutional support to ensure their continued growth and recognition.

Fashion designers and institutions join hands with artisans

TRIFED Managing Director M. Rajamurugan said the RISA initiative goes beyond marketing and aims to create a complete ecosystem for tribal artisans. The program includes design development, skill enhancement, product innovation, improved packaging, and stronger market linkages. Several leading Indian fashion designers, including Anju Modi, Manish Tripathi, Gaurav Jai Gupta, Abu Jani, Sandeep Khosla, and Sameera Dalvi, have been associated with the project. Their role will be to develop contemporary product lines while preserving the authenticity and traditional identity of tribal crafts. The initiative is being implemented through the National Design Centre under the Ministry of Textiles. Activities include creating garment prototypes, strengthening artisan clusters, establishing stitching facilities, and improving product presentation.

The National Institute of Design, Haryana, has also been engaged to develop premium and environmentally sustainable packaging solutions for products sold under the RISA brand. Officials believe the initiative will help increase incomes, particularly for tribal women artisans, while promoting sustainable production practices and bringing India's tribal craftsmanship to a wider global audience.