Indian Economy News

BHARAT TULIP Expands Market Access for Traditional Artisans Through Digital Platforms

The Ministry of Social Justice and Empowerment, through the National Backward Classes Finance and Development Corporation (NBCFDC), is implementing BHARAT TULIP (Traditional Artisans’ Upliftment Livelihood Programme) to strengthen artisan livelihoods by expanding market access, improving product visibility and connecting traditional craftspeople with customers across India and international markets. Launched on November 5, 2024, the initiative aims to address market-access challenges faced by traditional artisans, particularly those belonging to eligible target groups. Through a common brand, BHARAT TULIP seeks to improve the recognition of traditional products and facilitate their promotion and sale through digital platforms, e-commerce channels and other marketing avenues. The programme combines traditional craftsmanship with contemporary market opportunities, supporting economic empowerment while contributing to the preservation of India’s diverse cultural heritage.

The initiative supports artisans through product promotion, digital marketing, quality assurance, skill development and assistance related to logistics and delivery. The National Backward Classes Finance and Development Corporation also facilitates participation in exhibitions, trade fairs and buyer–seller interactions, helping artisans connect with prospective buyers and explore new business opportunities. BHARAT TULIP showcases a diverse range of handcrafted products, including home décor and lifestyle items, handcrafted jewellery, handwoven textiles and fabrics, and traditional leather products. By improving product visibility and facilitating access to broader customer bases, the programme aims to create sustainable livelihood opportunities, encourage entrepreneurship and help traditional craftspeople respond to changing consumer preferences. The initiative also offers retailers, institutional buyers and consumers opportunities to discover traditional Indian products through online and promotional channels. Through these efforts, the Ministry of Social Justice and Empowerment and the National Backward Classes Finance and Development Corporation seek to strengthen market linkages, promote inclusive economic participation and support the continuity of traditional skills and artisanal enterprises.

Disclaimer: This information has been collected through secondary research and IBEF is not responsible for any errors in the same.