Project Title:

Tribal Livelihood and Trade Development Report of Jharkhand

A report submitted as part of the Social Awareness Program

by students of IIFT Delhi, MBA (2024-26)

Submitted by:
Nagareddy Samyukta Reddy - 29A IB
Ashish Kumar - 9D IB
Ayush jain - 11B IB
Shubinder Takyar - 45B IB
Chinmay Raut - 43A BA
 Tribes of Jharkhand
Jharkhand is home to 32 officially recognized tribal groups, each with a unique cultural identity.
According to the 2011 Census, the Scheduled Tribe (ST) population in Jharkhand stands at
8,645,042, making up 26.21% of the state's total population.

Indian anthropologist Lalita Prasad Vidyarthi categorized the tribes of Jharkhand based on their
cultural traits into four distinct groups:

1. Hunter-gatherer type: Birhor, Korwa, Hill Kharia

2. Shifting agriculturists: Sauria Paharia, Mal Paharia
3. Simple artisans: Mahli, Lohra, Karmali, Chik Baraik
4. Settled agriculturists: Bhumij, Ho, Oraon, Munda, Santhal, and others

Major Tribes and Their Population Share

The ten largest tribes in Jharkhand, along with their respective populations and percentages of
the state's ST population, are as follows:Together, these ten tribes constitute approximately
89.63% of the total ST population in Jharkhand, highlighting their significant presence and
cultural influence in the state.
 Literacy
According to the 2011 Census, the literacy rate among Jharkhand’s
Scheduled Tribes (ST) population is 47.44%, with 52.56% still
illiterate. Of the literate population, 28.94% have completed primary
education, 27.67% have education below the primary level, and
17.35% have reached the middle level, while 10.61% have attained
matric/secondary education, and 6.27% have completed higher
secondary or intermediate studies. Notably, 5.39% are literate
without formal education, 3.52% hold graduate degrees or higher,
0.22% possess technical diplomas, and 0.02% have non-technical
certifications. Over the years, tribal literacy has improved, rising from
27.5% in 1991 to 40.7% in 2001, yet it remains below the national
average of 47.1% for STs. Among the major tribes, the Oraon and
Kharia have literacy rates exceeding 50%, while the Munda are
close to the national average. Despite these gains, educational
attainment remains skewed, with 33.6% of literates having no formal
education or education below the primary level, and only 16.5%
reaching matriculation or higher. School attendance among tribal
children aged 5–14 years is another area of concern, with only
43.1% attending school, leaving 56.9% out of the education system.
However, some tribes, such as the Munda, Oraon, and Kharia, show
higher school attendance rates exceeding 50%, whereas tribes like
the Santhal, Ho, and Lohra lag behind with attendance rates between 36–47%. These statistics
reflect significant strides in improving tribal literacy while highlighting the challenges that remain
in achieving equitable access to education.

Livelihood of These Tribes from Art Works

The tribal communities of Jharkhand have preserved their rich cultural heritage through
exquisite arts and crafts, serving as both a source of livelihood and a reflection of their deep
connection to nature and tradition. Notably, the Santhal tribe is renowned for their vibrant
paintings that depict tribal life, mythology, and nature, which are increasingly sought after in art
exhibitions and fairs globally. The Mahli tribe, with their exceptional skills in bamboo basketry,
produces intricately designed baskets, mats, and utility items that are sold in local markets and
craft fairs. Similarly, the Lohra tribe, known for their iron smelting and blacksmithing, crafts
decorative iron artifacts alongside functional tools, catering to both local and urban markets. The
Kurmi community contributes with their terracotta and pottery creations, showcased in state
and national exhibitions.
While specific data on the economic impact of these crafts is limited, the handicraft sector in
India is significant, with approximately 7 million artisans engaged nationwide. In Jharkhand,
artisan clusters, particularly those involved in black terracotta crafts in Deoghar and Dumka,
face challenges such as shrinking markets and competition from mass-produced goods. Efforts
to promote and market these crafts have provided livelihoods and economic empowerment to
many artisans. For instance, corporate social responsibility (CSR) initiatives by companies like
Tata Steel and Jindal Steel & Power have been involved in providing training to tribal men and
women for their livelihood, specifically in handicrafts and cultural-related activities.

These artistic endeavors have not only sustained their communities but also gained recognition
in national and international markets, supported by initiatives like TRIFED and Jharkraft, which
facilitate the marketing and export of tribal art. These crafts reflect the vibrant identity and
creativity of Jharkhand's tribal population, bridging their traditional lifestyles with modern
economic opportunities.

Products Made by the Major Tribes of Jharkhand

Santhal Tribe

The Santhals are famous for their Santhal paintings, which depict scenes from tribal life,
mythology, and nature. These paintings use natural dyes derived from organic materials like
leaves and flowers. They also create traditional musical instruments like drums (madal) and
flutes, central to their cultural festivities.

Oraon Tribe

The Oraon tribe contributes through their work in tasar silk textiles. Jharkhand is one of India’s
largest tasar silk producers, and Oraon women play a significant role in weaving these textiles,
which are adorned with tribal motifs and dyed using eco-friendly methods.

Munda Tribe

The Munda people specialize in stone carvings and agricultural tools. They carve sculptures
and utility items from locally available stone, showcasing their precision and traditional
craftsmanship.

Ho Tribe

The Ho community is skilled in crafting iron artifacts and tools like axes, sickles, and
plowshares. Additionally, they create decorative iron sculptures, blending utility with aesthetics.

Mahli Tribe

Mahli artisans are known for their bamboo crafts, creating intricately designed baskets, trays,
and mats. These products are eco-friendly and highly durable, gaining recognition in urban and
international markets.
Lohra Tribe

The Lohra tribe specializes in blacksmithing, crafting functional and decorative items from iron.
Their tools and iron sculptures are prized for their durability and craftsmanship.

Kurmi Community

The Kurmi community is engaged in terracotta pottery, producing decorative items, clay
figurines, and ceremonial vessels. These eco-friendly products are often inspired by tribal
deities and animals.

Market Overview of Jharkhand's Tribal Communities

Agriculture
Products They Where They Sell Non-Agricultural Where They Sell
Tribe Name Produce (Agriculture) Products/Activities (Non-Agriculture)
Millets, tamarind, Local markets, Iron tools, Local markets,
Asur mahua flowers village fairs handicrafts regional craft fairs
Millets, honey, Traditional medicine, Village and nearby
Baiga medicinal herbs Local markets herbal remedies urban areas
Beadwork,
Millets, pulses, embroidery, Fairs, exhibitions,
Banjara wheat Local markets ornaments urban boutiques
Paddy (rice),
Bathudi maize, pulses Local markets None significant -
Cultural events,
Maize, pulses, Traditional folk dance regional
Bedia pumpkin, beans Local markets and music performances
Paddy (rice), Local markets, Traditional jewelry Local markets, craft
Bhumij maize, vegetables village fairs making expos
Paddy (rice),
wheat, minor
Binjhia millets Local markets None significant -
Honey, forest Local markets, Rope and net making Local and regional
Birhor fruits forest produce fairs from forest fibers markets
Medicinal plants, Local herbal
Birjia minor cereals markets None significant -
Paddy (rice),
bottle gourd,
Chero spinach Local markets None significant -
 Handwoven
Chik garments like saris Craft markets,
Baraik Paddy (rice) Local markets and dhotis urban stores
Paddy (rice), National and
pulses, tendu Dhokra (metal) craft, international art
Gond leaves Local markets wood carvings fairs
Paddy (rice),
Gorait maize, pulses Local markets None significant -
Paddy (rice), Local markets, Metal tools, Local markets,
Ho maize, mustard wholesalers household items industrial suppliers
Paddy (rice),
Kanwar millets, pulses Local markets None significant -
Tamarind, tendu Forest produce Agricultural tools, Local and regional
Karmali leaves markets utensils markets
Paddy (rice),
maize, mahua Local markets, Basketry and broom Local and regional
Kharia flowers forest produce fairs making markets
Paddy (rice),
Kharwar maize, pulses Local markets None significant -
Millets, maize, sal Leaf plate and cup Local and urban
Khond leaves Local markets making markets
Paddy (rice),
Kisan maize, vegetables Local markets None significant -
Maize, pulses, Local and regional
Kora minor millets Local markets Basket weaving markets
Paddy (rice),
Kol maize, vegetables Local markets None significant -
Minor millets,
pulses, Basket weaving,
Korwa vegetables Local markets woodcraft Local craft markets
Iron tools,
Paddy (rice), agricultural Local and industrial
Lohra brinjal, beans Local markets implements markets
Bamboo shoots, Local markets, Baskets, mats, Urban and rural
Mahli honey forest fairs bamboo furniture craft expos
Millets, minor
Mal cereals, wild
Pahariya berries Local markets None significant -
 Paddy (rice), Woodcraft, traditional Craft markets,
Munda maize, vegetables Local markets weapons urban outlets
Paddy (rice), Musical instruments, Cultural events,
Oraon maize, pumpkin Local markets folk art urban art stores
Honey, medicinal Local markets, Wood carving, leaf
Parhaiya plants, forest fruits forest produce fairs plate making Local markets
Paddy (rice),
mustard, Musical instruments, Craft fairs, cultural
Santhal vegetables Local markets traditional jewelry events
Minor cereals,
Sauria pulses, forest
Paharia fruits Local markets None significant -
Paddy (rice),
vegetables, wild Local markets, Rope making, forest- Local and regional
Savar honey forest produce fairs based crafts markets

Distribution Methods and Shares for Tribal Crafts in Jharkhand

Tribal artisans in Jharkhand have long been an integral part of the state’s rich cultural heritage.
The distribution channels for their crafts are diverse, ranging from local markets to government
initiatives and online platforms. These methods play a crucial role in sustaining livelihoods and
preserving the traditional crafts of Jharkhand. The following breakdown details the primary
distribution methods, their market share, and the impact they have on the artisans.

1. Local Markets and Fairs

● Details: Tribal artisans in Jharkhand often rely on local bazaars and regional fairs,
particularly during cultural festivals, to directly sell their products. These sales are
typically personal, offering immediate cash income and creating personal connections
between the artisans and customers. The products often include traditional handicrafts,
textiles, and artwork that reflect the cultural identity of the tribal communities.
● Market Share: Local markets and fairs contribute a significant portion to the sales of
tribal products in Jharkhand, accounting for around 30-40% of total sales. These
markets are especially important for artisans in rural and remote areas where access to
larger markets or more advanced infrastructure may be limited.
● Impact: Local sales provide artisans with immediate income but are geographically
restricted, limiting the potential for growth. The ability to sell products directly to
consumers is important for maintaining traditional methods of trade, though the growth
potential is limited by the size and reach of the local customer base.
Source: Jharkhand Government - About Tribals

2. Government Initiatives and Cooperatives

● Details: Jharcraft (Jharkhand Silk Textile and Handicraft Development Corporation) is

one of the primary organizations in Jharkhand that promotes tribal products. Through
Jharcraft, the government provides raw materials, design training, and helps artisans
gain broader market access. The organization organizes events, exhibitions, and fairs
to help artisans showcase their products in both regional and national markets.
● Market Share: Around 40-50% of total sales in Jharkhand come through government
initiatives and cooperatives. These initiatives have become a backbone for economic
stability among artisans, offering both structure and support.
● Impact: Jharcraft has played a significant role in improving the livelihoods of tribal
artisans. Artisans who participate in such initiatives report a significant increase in their
income. Monthly earnings for artisans have been reported between ₹5,000 and ₹8,000,
compared to lower earnings in informal markets. The structured support helps artisans
scale their operations and gain access to more lucrative markets.

Source: Jharcraft - Handicrafts

3. Corporate Social Responsibility (CSR) Programs

● Details: Large corporations, such as Tata Steel and Jindal Steel & Power, have
contributed to tribal artisans' growth through Corporate Social Responsibility (CSR)
programs. These programs include skill development, raw material provision, and
organizing marketing events that connect artisans with corporate buyers and urban
markets.
● Market Share: CSR initiatives account for about 10-15% of the sales of tribal crafts in
Jharkhand. Although smaller in proportion compared to other channels, CSR programs
are essential for expanding the market reach for tribal products and enhancing the
artisans' professional skills.
● Impact: These programs provide artisans with training in modern design techniques
and market linkage to urban and corporate buyers. The exposure to new buyers and
markets, as well as the provision of high-quality raw materials, helps improve both the
quantity and quality of products, leading to better sales and income.

Source: Jindal Steel & Power - Social Performance

4. Online Platforms and E-commerce

 ● Details: With increasing digital adoption, online platforms like TRIFED (Tribal
Cooperative Marketing Development Federation of India) and other e-commerce sites
are providing a global marketplace for tribal crafts from Jharkhand. These platforms
enable artisans to sell their goods across India and internationally. TRIFED has been
instrumental in promoting tribal handicrafts through its online store and also facilitates a
wider reach through exhibitions and trade fairs.
● Market Share: Currently, online platforms account for about 5-10% of tribal crafts sales
in Jharkhand, but this share is steadily increasing with growing digital adoption among
artisans. As internet connectivity improves and more artisans gain access to digital tools,
the proportion of online sales is expected to rise.
● Impact: Online platforms offer artisans the opportunity to reach a broader audience,
including international buyers. This increased visibility can significantly enhance their
sales, offering a much-needed boost to income. Moreover, the online shift is creating
opportunities for artisans to maintain a steady income without being tied to seasonal or
local sales cycles.

Source: TRIFED - Tribal Development

Government schemes for Socio-Economic Support and

Development of Tribes:
A. Institutional Support for Development and Marketing of Tribal
Products/Produce scheme, introduced in 2014-15 by the Ministry of Tribal Affairs,
combines two previous schemes to offer comprehensive assistance for tribal development.
It supports the entire lifecycle of tribal products, including production, product development,
marketing, and preserving traditional heritage. The scheme promotes both forest and
agricultural produce, improves infrastructure, disseminates pricing information, and
supports government agencies in sustainable marketing and developing product designs
keeping in view the export market and support for exports.

Key Activities:

1. Market Intervention
○ Fixes equitable prices for tribal products, ensuring fair value during harvest
seasons when prices drop.
○ Facilitates procurement by state agencies and increases urban market
access.
○ Promotes product grading, standardization, source certification, and patents.
2. Training and Skill Upgradation
○ Enhances production techniques, product quality, and design.
○ Encourages high-value products and links with agriculture, horticulture,
handicrafts, and other sectors for training and technological support.
 3. Research and Development (R&D)
○ Focuses on new product development, cost-effective processes, and
expanding markets.
○ Documents traditional knowledge for intellectual property rights (IPR) and
prevents piracy.
○ Introduces scientific harvesting practices and preserves tribal heritage for
tourism.
4. Supply Chain Infrastructure Development
○ Establishes warehouses, cold storages, and processing industries for value
addition.
○ Provides product-specific warehousing at village and institutional levels.
5. Trade Information System
○ Captures and disseminates data on tribal products, sources, and markets
through web-enabled services and SMS systems.

Beneficiaries

The scheme supports institutions such as TRIFED, state tribal and forest development
corporations, SDCs, MFPTDFs and federations involved in product design, export
processing, training, and research. It also emphasizes patenting, GI certification, and other
ancillary activities to strengthen tribal livelihoods and ensure a sustainable marketing
ecosystem.

B. The ASSOCHAM Center for Excellence (CoE) in collaboration with the Ministry of
Tribal Affairs (MoTA), aims to uplift India’s tribal communities by promoting tribal
entrepreneurship. The initiative focuses on enhancing the skills, marketability, and financial
management of tribal artisans engaged in areas like textiles, paintings, superfoods,
traditional medicinal plants, and forest produce.

Key Objectives:

● Promote Tribal Brand Identity: Address challenges faced by the tribal community
and explore ways to build a strong tribal brand.
● Enhance Entrepreneurial Capabilities: Strengthen the entrepreneurial skills of
tribal artisans by focusing on product quality, market demand, and business
practices.

Tribal Entrepreneurship Development Programme (TEDP):

A three-year initiative designed to train around 1,000 artisans from across India. The
program aims to improve their skills, introduce new product designs, and teach business
and marketing practices.

Key Areas of Training:

 1. Product Types and Designs: Introducing new product types and designs aligned
with market trends.
2. Quality Improvement: Enhancing product quality, including material, finish, and
durability.
3. Product Design: Focus on improving colors and designs to stay competitive.
4. E-Commerce: Familiarizing artisans with online platforms like Amazon and Flipkart
for product sales.
5. Accounting: Training on basic accounting, including software like Tally for tech-
savvy entrepreneurs.
6. Marketing: Helping artisans market their products, participate in fairs, and link with
branded outlets.
7. Business Loans: Educating artisans on obtaining loans through schemes like
Mudra loans.
8. Government Schemes: Providing information on government support available for
tribal artisans.
9. Inventory Management: Training in inventory control, barcoding, and maintaining
material registers for bulk manufacturers.

C. The Agricultural and Processed Food Products Export Development

Authority (APEDA), established in 1985 under the Ministry of Commerce and Industry,
aims to promote the export of agricultural and processed food products from India.

Key Functions:

● Export Promotion: Provides financial assistance, organizes trade fairs, and

promotes Indian agricultural products globally.
● Quality Assurance: Ensures products meet international standards, supporting
traceability and food safety.
● Infrastructure Support: Helps establish pack houses, cold storage, and processing
units.
● Capacity Building: Conducts training for stakeholders on packaging, labeling, and
compliance.
● Market Intelligence: Provides research, surveys, and analysis to identify potential
markets and export trends.

Major Products:

APEDA focuses on products like fruits, vegetables, basmati rice, meat, dairy, processed
foods, floriculture, and organic products.

Initiatives:
 ● Organic Farming: Promotes organic products and certifies them under the National
Program for Organic Production (NPOP).
● Farmer Connect: Encourages collaboration between farmers and exporters.
● E-initiatives: Launches online platforms for market updates and product traceability.
● Geographical Indication (GI): Assists in GI registration for unique Indian products.

APEDA plays a crucial role in boosting India’s agricultural exports by ensuring quality,
developing infrastructure, and providing market access, benefiting farmers and exporters.

D. Pradhan Mantri Janjatiya Vikas Mission (PMJVM)

Objective: Strengthen tribal entrepreneurship and livelihood opportunities through the

sustainable use of natural resources, Agri/NTFPs/MFPs, and non-farm enterprises.

● Key Initiatives:

o Financial support for procurement of MFPs at Minimum Support Price

(MSP).
o Infrastructure development for MFP/non-MFP value chains and value
addition training through Van Dhan Vikas Kendras (VDVKs).
Jharkhand-specific Progress:
○ ₹46.72 crore released as revolving funds for MSP procurement; MFPs worth
₹14.32 crore procured so far.
○ ₹39.00 lakh allocated for value chain infrastructure; no utilization reported
yet.
○ 149 VDVKs sanctioned with ₹21.75 crore funding, benefitting 43,701
individuals.
● Tribal Product Sales: 1,52,868 products sold in Jharkhand, generating ₹4.58 crore
over the last five years (as of 31.10.2023).

E. National Scheduled Tribes Finance and Development Corporation

(NSTFDC)
● Purpose: Provide concessional loans to Scheduled Tribes for income
generation/self-employment.

Prominent Schemes:
1. Term Loan Scheme: Financial assistance up to ₹50 lakh per unit, covering
90% of project costs.
2. Adivasi Mahila Sashaktikaran Yojana (AMSY): Loans up to ₹2 lakh at 4%
interest for economic development of ST women.
3. Micro Credit Scheme for Self Help Groups (MCF): Loans up to ₹50,000
per member and ₹5 lakh per SHG.
 4. Adivasi Shiksha Rrinn Yojana (ASRY): Education loans up to ₹10 lakh per
family at 6% interest for technical/professional studies, including Ph.D.

F.Y Disbursement (₹ in lakhs) Number of beneficiaries

2018-19 85.70 5

2019-20 633.17 3767

2020-21 1001.60 10752

2021-22 1422.00 15523

2022-23 3.00 756

2023-24 (Up to 150.00 1131

30.11.2023)

F. Scholarship Schemes by the Ministry of Tribal Affairs

The Ministry provides financial assistance to promote basic and higher education for
Scheduled Tribe (ST) students through various schemes:

1. Pre-Matric Scholarship (Class IX and X):

○ Eligibility: ST students with parental income ≤ ₹2.5 lakh/year.
○ Benefits:
■ Stipend: ₹2,250 to ₹5,250 per annum.
■ Additional book grant: ₹750 per annum.
○ Application: Online via National Scholarship Portal (NSP) or state portals.
2. Post Matric Scholarship (Class XI and above):
○ Eligibility: ST students with parental income ≤ ₹2.5 lakh/year.
○ Benefits:
■ Stipend: ₹2,300 to ₹12,000 per annum.
■ Tuition fees as per prescribed ceilings.
○ Application: Online via NSP or state portals.
3. National Fellowship Scheme for ST Students:
○ Eligibility: Meritorious ST students with ≥55% in Post Graduation for
M.Phil/Ph.D.
○ Fellowships: 750 per year, with 30% reserved for women.
○ Rates: Comparable to UGC fellowships.
4. National Scholarship – Top Class (Graduate Level):
○ Eligibility: ST students in 265 top institutes (e.g., IITs, NITs, AIIMS) with
parental income ≤ ₹6 lakh/year.
○ Courses: Professional fields such as Management, Medicine, Engineering,
IT, Law.
○ Application: Online via NSP.
 5. National Overseas Scholarship (NOS):
○ Eligibility: 20 ST students annually for Master’s, Ph.D., or Post-Doctoral
research in top 1000 world-ranked universities, with parental income ≤ ₹6
lakh/year.
○ Reservation: 30% slots for women.
○ Administered by: Ministry of Tribal Affairs and Ministry of External Affairs.

G. Schemes for Development of Particularly Vulnerable Tribal Groups (PVTGs)

and Article 275(1)

● Purpose: Provide funds to State Governments for tribal economic upliftment through
livelihood activities like agriculture, horticulture, animal husbandry, fisheries, and
non-farm enterprises.
● Implementing Authority: Ministry of Tribal Affairs.
● Funding Mechanism:
○ Funds released based on proposals from State Governments.
○ Utilization Certificates (UCs) awaited for some allocations.
● Jharkhand-specific Performance (2018-2023):
○ Year-wise details of funds released and pending UCs available but not
detailed in the provided text.

Year Scheme PVTG Article 275(1)

Total Release 3295.79 7354.3

2018-19
UC Awaited 0 0

Total Release 847 11166.8

2019-20
UC Awaited 0 0

Total Release 1777.29 10278

2020-21
UC Awaited 0 0

Total Release 1696.93 12264.2

2021-22
UC Awaited 1696.93 12264.2

Total Release 0 6677.87

2022-23
UC Awaited 0 2119.87
H. Eklavya Model
Residential Schools
(EMRSs)
● Objective: Provide quality education to tribal children in their own environment.
 ● Eligibility for Establishment: Blocks with >50% ST population and ≥20,000 tribal
persons (Census 2011).
● Features:
○ Comparable to Navodaya Vidyalayas.
○ Emphasis on preserving local art, culture, sports training, and skill
development.
● Jharkhand Status: 89 EMRSs sanctioned in the state.

I. Support to Tribal Research Institutes (TRIs)

● Purpose: Provide funds to TRIs for research and activities related to the tribal
population.
● Activities Funded:
○ Research on tribal issues.
○ Celebrations of tribal festivals.
○ Establishment of Tribal Freedom Fighters’ Museums.

J. Pradhan Mantri Adi Adarsh Gram Yojna (PMAAGY)

● Objective: Develop villages with ≥50% tribal population and at least 500 STs
through a convergence approach to address developmental gaps in 8 key sectors:
1. Road connectivity (internal and inter-village/block).
2. Telecom connectivity (mobile/internet).
3. Schools.
4. Anganwadi centers.
5. Health sub-centers.
6. Drinking water facilities.
7. Drainage systems.
8. Solid waste management.
● Jharkhand Progress:
○ 36,428 villages identified nationwide; 1,526 villages targeted in Jharkhand.
○ ₹134.47 crore released for development activities in Jharkhand.

Scheduled Tribe Component (STC):

● Objective: Financial assistance for the socio-economic development of tribal

populations through various schemes/programs.
● Utilization Efforts: Ministry issued reminders to Jharkhand's government, including
communications from the Hon’ble Minister of Tribal Affairs to the Hon’ble Chief
Minister on six occasions (15/04/2020 to 22/08/2023), emphasizing effective fund
utilization.

K. Dharti Aaba Janjatiya Gram Utkarsh Abhiyan

The Dharti Aaba Janjatiya Gram Utkarsh Abhiyan is a landmark initiative launched in
Hazaribag, Jharkhand, aimed at fostering holistic development in tribal villages across
India. With a massive outlay of over ₹79,150 crore, this program seeks to bridge critical
gaps in social infrastructure, health, education, and livelihood opportunities in approximately
63,000 tribal villages with focus on Social Infrastructure, Healthcare, Education and
Livelihood development.

Key Features of the Abhiyan

● Beneficiaries: The program impacts over 5 crore tribal individuals across 549
districts and 2,740 blocks, spanning 30 states and Union Territories (UTs).
● Integrated Approach: It consolidates 25 targeted interventions under the aegis of
17 central ministries and departments, ensuring a coordinated and impactful
approach to tribal welfare.

Comprehensive Strategy and Recommendations for

Uplifting Tribal Communities in Jharkhand
Jharkhand, rich in tribal heritage, is home to a significant indigenous population that faces socio-
economic challenges. Addressing these challenges requires a multi-pronged strategy that not
only promotes tribal products but also focuses on the broader aspects of education, skill
development, healthcare, and infrastructure. The goal is to achieve sustainable growth
while preserving the cultural legacy of tribal communities. This document outlines a holistic
approach to uplift Jharkhand’s tribal communities and empower them to achieve greater socio-
economic progress.

Promoting Tribal Products: Leveraging Markets Locally, Nationally, and

Internationally

The promotion of tribal products is integral to the economic upliftment of Jharkhand's tribal
communities. These products are not only unique but also carry cultural significance. A
strategic, multi-tier approach to promoting these products can open new avenues for market
access.

Local Initiatives:

1. Community-Based Tourism:
○ Innovative Concept: Develop rural tribal tourism that showcases the region’s
cultural diversity—tribal art, music, dance, traditional cuisine, and handicrafts.
Tourists, both local and international, will experience authentic tribal heritage
while providing income to artisans and local communities.
○ Cultural Centers: Establish community-run cultural centers that offer live
demonstrations of tribal crafts and hold performances showcasing traditional
dance and music.
 2. Local Markets and Festivals:
○ Year-Round Markets: Organize regular markets and cultural festivals in
tribal-dominated areas that exclusively feature tribal products, such as crafts,
handloom textiles, and food. These markets can become annual events,
attracting both urban and rural consumers, as well as tourists.
○ Festival Partnerships: Partner with state-run festivals, like Hazaribagh Mela or
Ranchi’s Tribal Festival, to give artisans a platform to showcase their products.
3. Collaboration with Eateries:
○ Tribal Cuisine Promotion: Partner with local restaurants, cafés, and food
chains to feature tribal food products, such as millets, organic produce, and
regional delicacies, on their menus. This collaboration would help create a niche
demand for traditional tribal food.
○ Tribal Food Festivals: Organize tribal food festivals in urban centers, inviting
consumers to experience authentic tribal flavors while generating awareness of
tribal farming practices.

National-Level Efforts:

1. "Go Tribal" Campaigns:

○ Mass Media Outreach: Launch a "Go Tribal" campaign across television,
radio, and social media to emphasize the sustainability and cultural value of
tribal products. Highlight how these products are eco-friendly, hand-made, and
aligned with global sustainable consumption trends.
○ Celebrity Endorsement: Involve influencers and celebrities to promote tribal
products on national platforms, thereby increasing their visibility.
2. Retail Partnerships:
○ Tribal Product Sections: Partner with major retail chains (like Big Bazaar,
Reliance Trends, and more) to create dedicated sections for tribal products,
ranging from textiles to handcrafted goods. This will enhance visibility and
accessibility.
○ Pop-up Shops: Establish tribal pop-up shops in high-footfall urban locations,
where artisans can showcase their crafts, while simultaneously providing them
with direct market access.
3. Participation in Exhibitions:
○ National Fairs and Trade Shows: Facilitate the participation of Jharkhand's
tribal artisans in prominent national trade fairs such as the India International
Trade Fair (IITF) in Delhi. This would expose their products to a much broader
customer base, including retailers, wholesalers, and international buyers.

International Market Integration:

1. Export Promotion:
○ Global Market Access: Work closely with export promotion councils and
government bodies to help tribal artisans gain entry to global markets. Provide
 them with certifications (like Fair Trade and Geographical Indication status) to
build credibility.
○ International Trade Fairs: Promote the participation of Jharkhand’s artisans in
international trade fairs such as The Frankfurt International Handicraft Fair
and London's Design Week to connect them with global buyers.
2. Targeting Niche Markets:
○ Eco-conscious Consumers: Identify niche markets globally, especially
targeting eco-conscious consumers, fair-trade buyers, and sustainable product
advocates, who value handcrafted, locally sourced products.
3. Embassy Collaborations:
○ Global Advocacy: Partner with Indian embassies across the globe to create
awareness about tribal products. This can be done through exhibitions, trade
discussions, and cultural exchanges that link international buyers with tribal
artisans.

E-commerce and Digital Outreach:

1. Platform Partnerships:
○ Expand Digital Presence: Partner with major e-commerce platforms like
Amazon, Flipkart, and dedicated platforms like Tribes India to create a robust
online marketplace for tribal products. These platforms provide an excellent
opportunity for artisans to reach national and international customers.
2. Social Media Training:
○ Digital Literacy: Organize digital literacy programs for artisans, teaching them
how to use social media platforms like Instagram and Facebook for marketing
their products directly to customers. This would empower them to promote their
work independently.
3. Brand Development:
○ Tribal Brand Initiatives: Support brand-building initiatives like PALASH by
JSLPS (Jharkhand State Livelihood Promotion Society) to provide a
professional, unified brand for tribal products, making them more marketable.

Socio-Economic Development: Education, Skills, Healthcare, and

Infrastructure

To ensure the sustainability of tribal communities, a comprehensive approach is necessary to

address issues such as education, skill development, healthcare, and infrastructure.

Education:

● Improving Access: Establish more schools and scholarship schemes for tribal students,
offering incentives to improve attendance and completion rates.
● Inclusive Curriculum: Develop a culturally inclusive curriculum that incorporates
tribal languages, art, and traditions, fostering cultural pride and preserving heritage.
 ● Vocational Training: Introduce vocational programs tailored to local needs, such as
craftsmanship, textile design, and agricultural techniques, blending traditional
knowledge with modern skills.

Skill Development:

● Traditional Craft Enhancement: Offer advanced training in modern design, quality

control, and sustainability for tribal artisans to ensure their products meet national and
international standards.
● Entrepreneurship Development: Facilitate workshops on business skills, including
financial management, marketing, and networking, for tribal entrepreneurs.
● Diversifying Employment: Expand vocational programs into healthcare, IT, and
education to create a diverse skillset, opening new employment opportunities beyond
traditional crafts.

Healthcare:

● Improved Accessibility: Build healthcare centers with specialized care, focusing on

the needs of tribal communities. These centers can serve as hubs for health education,
ensuring basic care is accessible.
● Nutrition and Sanitation: Launch health campaigns to address malnutrition, water
sanitation, and preventive healthcare through community health workers.

Infrastructure Development:

● Connectivity: Invest in road and telecommunications infrastructure to ensure that

remote tribal communities can access markets, healthcare, and educational
opportunities.
● Water and Sanitation: Improve access to clean drinking water and sanitation
facilities to enhance the quality of life in tribal areas.
● Affordable Housing: Develop eco-friendly housing that suits the lifestyle of tribal
communities while also ensuring sustainability and environmental conservation.

Strategic Role of Government and NGOs

Government Initiatives:

● Simplifying Processes: Streamline the application process for licenses, permits, and
certifications to promote tribal entrepreneurship.
● Financial Support: Increase financial aid through subsidies, grants, and low-interest
loans to support tribal businesses.
● Digital Monitoring: Use tools like the Tribal Development Digital Atlas to monitor
progress and identify socio-economic gaps.

NGO Contributions:
 ● Market Linkages: Strengthen partnerships with NGOs to connect artisans with urban
markets, offering support in marketing, distribution, and training.
● Fair Trade Advocacy: Promote ethical business practices and fair pricing to ensure
equitable distribution of profits.
● Sustainability Education: Encourage sustainable practices such as responsible
sourcing, waste management, and eco-friendly production methods.

Monitoring and Evaluation

● Regular Assessments: Periodic evaluations are essential to measure the success of

ongoing programs and refine strategies.
● Community Feedback: Involve tribal communities in the decision-making process and
gather feedback regularly to ensure that initiatives remain culturally relevant and
effective.

Sources:
1. IJFMR Paper 2024 - Link
2. Tribes of Jharkhand (Wikipedia) - Link
3. Tribes India Ranchi Store - Link
4. Tribes India Jharkhand Store - Link
5. TRIFED Retail Market - Link
6. Jharcraft Handicrafts - Link
7. Aadivasi (NGO) - Link
8. Maatighar - Link
9. Jharkhand Tribal Development Policy - Link
10. Press Release from PIB - Link
11. ASSOCHAM Tribal Entrepreneurship - Link
12. Tribes of Jharkhand (Jharkhand Police) - Link
13. Total Tribal Exports of India (Sansad) - Link
14. TRIFED Portal - Link
15. PRADAN NGO Case Studies - Link
16. Jharcraft Financial Reports - Link
17. PALASH Branding for Rural and Tribal Women - Link
18. Promoting Indian Tribal Products Global Market (Invest India) - Link
19. Sustainable and Inclusive Strategies for Tribal Development in Jharkhand
(ResearchGate) - Link
20. Deccan Herald (Jharkhand Tribal Development) - Link
21. Tribal Development Plan (Jal Shakti Ministry) - Link
22. Jharkhand Tribal Development Plan - SHISRRJ - Link
23. Opportunities for Tribal Entrepreneurship (KSOM) - Link
24. CAG Performance Audit on Tribal Development - Link
25. Jharkhand Tribal Research Institute - Link
26. Ministry of Tribal Affairs - Government of India - Link