Bhubaneswar: ‘Adisha’, a desi brand with a global outlook is slowly taking shape in the state of Odisha. A combination of the words Adibasi and Odisha, the name itself is enough to recognize the potential of the brand. In a state that is inclusive with tribal culture and art, there is a need to promote the traditional knowledge besides making the world aware of the rich ethnicity. Here comes – Adisha, a concept that intends welfare of tribal populace, preservation of culture, craftsmanship and traditions.
The Government of Odisha has taken an initiative to promote the rich heritage of the state’s tribal culture through brand Adisha. In this regard, the Tribal Development Co-operative Corporation of Odisha Ltd has established exclusive Signature Store of Adisha in Bhubaneswar which will promote and sell tribal artifacts, handlooms, jewellery, spices and food items. There are also 11 other exclusive Tribal World Outlets in 6 districts in Odisha that showcase and sell products prepared by the tribals.
Welfare of tribal populace, preservation of their culture, craftsmanship & traditions have always been close to my heart. Happy to open retail outlet #Adisha in Bhubaneswar for promotion & sale of tribal artefacts, handlooms & forest produce. pic.twitter.com/8Tz3gEgu1r
— Naveen Patnaik (@Naveen_Odisha) September 11, 2019
With a befitting tagline of Promoting Tribes…Promoting Lives…..the initiative by the government will not only showcase the rich tribal heritage and culture but provide consumers with authentic organic and environment friendly products to a wider consumer base. A dedicated website has been put up for consumers who cannot come to the store in person but want to have the products delivered at their doorsteps.
The wide range of products available at Adisha makes it one of the largest in the country. All the products have a uniqueness attached to them.
Handicrafts made from raw materials procured from the nature, handloom woven in the courtyards of tribal weavers, organic colours, eco-friendly procedures without any noise of air pollution, and natural raw materials make the products exclusive. A wide variety of products belonging to the hundreds of self help groups and local cooperatives have founs space in the selves of the exclusive showroom and the Tribal World Outlets. Dokra crafts, Kotpad Textiles, Terracotta Artifacts, Spices, Organic Coffee and many more specialized products are available that are attracting the consumers very much.
The concept of Adisha is an outcome of the deliberations in the boardrooms and a well articulated ground work of hundreds of officials who visit from village to village to procure the best.
The government has also taken initiatives to help the artisans by way of training and giving them timely interventions on changing tastes and technology. We can see in the coming days, when a brand from Odisha’s tribal world makes it to national and international retail stores and finds space along with the best of the world.