Govt Launches ‘RISA: Timeless Tribal’ Brand to Take Tribal Crafts Global

In a major push to position India's tribal craftsmanship in premium global markets, the Ministry of Tribal Affairs has launched "RISA: Timeless Tribal", a flagship brand aimed at transforming traditional tribal art into high-value fashion and lifestyle products.

Unveiled by Tribal Affairs Minister Jual Oram at Sunder Nursery, the initiative marks a strategic shift from showcasing tribal products to building a scalable, premium brand ecosystem rooted in indigenous heritage.

From Craft to Global Brand Identity

Describing the initiative as "pathbreaking," Oram said tribal crafts have long been timeless yet undervalued, and platforms like RISA will bridge the gap through:

• Market access

• Fair profit-sharing

• Brand positioning in premium segments

The brand draws its name from 'Risa', a traditional handwoven textile from Tripura, symbolising identity and cultural continuity—now reimagined for a national and global audience.

Tackling the Value Gap for Artisans

A key innovation behind RISA is its focus on equitable value distribution.

Secretary, Tribal Affairs Ranjana Chopra highlighted that despite rising demand, tribal artisans often receive only a fraction of the final value. RISA aims to reverse this by ensuring:

• Direct benefit to grassroots producers

• Transparent value chains

• Sustainable income growth

Phase 1: 10 Clusters, Diverse Tribal Heritage

In its first phase, RISA will cover:

• 10 clusters

• 5 tribal weaves

• 2 embroidery traditions

• 3 handicraft forms

Featured traditions include:

• Eri and Muga silk (Assam)

• Santal cotton (Jharkhand)

• Changpa Pashmina (Ladakh)

• Kotpad cotton (Odisha)

• Dongria & Toda embroidery (Odisha, Tamil Nadu)

Handicrafts such as Dokhra metal art, Longpi pottery, and Turtuk brassware will also be showcased.

Designer Collaborations Signal Premium Push

To reposition tribal products in luxury markets, the government has onboarded leading designers including:

• Abu Jani Sandeep Khosla

• Manish Tripathi

• Anju Modi

• Gaurav Jai Gupta

• Sameera Dalvi

Designer Manish Tripathi described RISA as a "co-creation," emphasising that real design in India lies in its people and traditions—not just studios.

Building a Complete Value Chain

The RISA initiative goes beyond branding to create a full-stack ecosystem:

Design Intervention

• New product lines and contemporary adaptations

• Replicable frameworks for craft revival

Capacity Building

• Skill training for artisans

• Focus on high-end, export-ready production

• Special emphasis on women's economic empowerment

Infrastructure Development

• Strengthening weaving clusters

• Setting up stitching and finishing units

Sustainable Packaging

• Eco-friendly premium packaging designed by NID Haryana

Linking Tradition with Modern Markets

The initiative aligns with the government's "Vocal for Local" and Viksit Bharat vision by:

• Integrating tribal producers into formal markets

• Promoting sustainable livelihoods

• Enhancing export potential of indigenous crafts

MoS Women and Child Development Savitri Thakur said initiatives like RISA are critical to ensuring inclusive tribal development and economic participation.

A New Chapter for Tribal Economy

With India's tribal population representing a vast reservoir of cultural and creative capital, RISA aims to:

• Preserve endangered craft traditions

• Build global recognition for tribal textiles and art

• Transform artisans into stakeholders in a modern value economy

Officials say the initiative represents a shift from welfare-driven approaches to market-led empowerment, where tribal communities become active contributors to India's growth story.

What Comes Next

With strategic partnerships, design innovation and policy backing, RISA is expected to evolve into a flagship global brand for tribal craftsmanship, potentially unlocking new export markets and redefining how indigenous heritage is valued.