TRIFED goes global with Amazon
Over 1,000 tribal entrepreneurs showcasing their products through TRIFED’s ‘Tribes India’ will cater to customers worldwide through Amazon’s Global Selling Program
New Delhi, June 28, 2019: In line with its vision of providing Indian small businesses and micro entrepreneurs the opportunity to showcase their ‘Made in India’ products across the globe, Amazon today announced taking products from Tribal Cooperative Marketing Development Federation of India Ltd. (TRIFED), the national apex organization under the Ministry of Tribal Affairs, global on Amazon.com. The global expansion of ‘Tribes India’, the brand under TRIFED, will enable tribal entrepreneurs from across the country to showcase their exquisite workmanship for centuries old art and craft products and expand their business internationally through the Global Selling Program. Tribes India will be initially selling products such as door hangings, table mats, decorative items, necklaces, earrings, cotton & silk sarees, stoles, shawls, mufflers etc., gradually expanding the selection across categories in subsequent months. This collaboration aims at boosting tribal commerce and availability of tribal products across the globe, resulting in greater economic benefits for tribal entrepreneurs from across the country.
TRIFED’s expansion to Amazon.com will benefit more than 1,000 tribal entrepreneurs who source their products from nearly 60,000 tribal families across India. TRIFED & its suppliers procure products from more than 500 tribes across India such as Santhal tribe of West Bengal, Bhil tribes of western Gujarat, Tribes of Kinnaur in Himachal to name a few. TRIFED works with tribal communities and undertakes Minor Forest Produce (MFP) development activities, as well as development of retail marketing for tribal products. Tribes India launched on Amazon.in in September 2017, and has been witnessing a good traction in product categories such as handmade jewelry, mufflers, bamboo coasters, hand-crafted home décor products, and musical instruments. After gauging the performance of its products in India, Tribes India will now be showcasing their products across Amazon’s global marketplaces.
Mr. Abhijit Kamra, Head, Global Trade, Amazon India, said “Since their launch on Amazon.in, TRIFED has been continuously getting a good response from our customers and through this global expansion, we look forward to enabling thousands of tribal entrepreneurs associated with TRIFED to also establish their business outside the country. This launch will be a platform to showcase authentic Indian tribal art and craft items crafted and sculpted by tribal artisans from all over the country to a worldwide audience. Since its launch in India, Amazon Global Selling program has enabled over 50,000 exporters from India to sell over 140 million products to customers in 12 global Amazon marketplaces and we are very happy to reach another milestone in the journey.”
Talking about the launch, Mr. Pravir Krishna, MD, TRIFED, said “India has traditionally been the home of different cultures and people. Among the diversified population a significant portion is comprised of the tribal people, the original inhabitants’ of the land. The tribal culture of India and their traditions and practices pervade almost all of the aspects of Indian culture and civilization. TRIFED aims upon improving the livelihoods of tribal community by creating a sustainable market for the tribal. The availability of TRIFED products on Amazon.com will create opportunities for tribal artists based on their cultural knowledge and traditional skills whilst ensuring fair and equitable remuneration to the tribal artisan community.”
Amazon unveiled its Global Selling program in India in May 2015 in an attempt to provide transformative opportunities for Indian sellers and help them grow & scale through e-commerce exports. Currently, over 50,000 Indian manufacturers, traders and brands are using this platform to sell over 140M products across twelve Amazon marketplaces worldwide such as Amazon.com, Amazon.co.uk etc. Through the program, Amazon provides the most comprehensive suite of services to sellers of all sizes and scale to enable them to sell across the globe. These services have been created to meet their specific requirements at every stage of their business lifecycle.
To smoothen the selling experience for Indian sellers, Amazon offers fulfilment services under the program that allows sellers to focus on their product and pricing, offers imaging and cataloging support to sellers by getting their photo shoots done as per Amazon standards at nominal costs, provides access to third parties that can provide tax guidance services and other export related modalities by connecting them to concerned advisory agencies.
Furthermore, through its various spike sale events across the world, Amazon provides a lucrative platform for Indian sellers to engage with global audiences. Whether it’s Prime Day, Black Friday, and Cyber Monday, Amazon enables thousands of sellers to delight global customers with wide selection, greater value and a reliable and trustworthy shopping experience.
To enable sellers to familiarize themselves with the tastes & preferences of the destination country and to launch relevant selection, Amazon’s global teams also help sellers understand the demand patterns in various countries. The team also gives guidance on how sellers can improve discoverability of their products on each marketplace. Some of this includes guidance on the type of deals they can run, the kind of advertisements they can run on these platforms and how they can use social media channels to drive awareness about their listings on the various marketplaces.
About TRIFED The Tribal Cooperative Marketing Development Federation of India (TRIFED) came into existence in 1987. It is a national-level apex organization functioning under the administrative control of Ministry of Tribal Affairs, Govt. of India. The approach involves capacity building, imparting need based trainings, exploring marketing possibilities for products in national as well as international markets, brand building and creating opportunities for marketing on sustainable basis. 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 depends heavily as they spend most of their time and derive major portion of their income.
About Amazon.in The Amazon.in marketplace is operated by Amazon Seller Services Private Ltd, an affiliate of Amazon.com, Inc. (NASDAQ: AMZN). Amazon.in seeks to build the most customer-centric online destination for customers to find and discover virtually anything they want to buy online by giving them more of what they want – vast selection, low prices, fast and reliable delivery, and a trusted and convenient experience; and provide sellers with a world-class e-commerce marketplace.
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