Living in the developed world, it is hard to imagine people who have not used a telephone or seen a flushable toilet. However, globally there are about 370 million indigenous people who may live in very traditional ways. In India, these people fall under the aegis of the Ministry of Tribal Affairs (Trifed). There are more than 85 million tribal people from nearly 700 different groups. Each tribe has its own distinct character and homeland. Most live in undeveloped conditions, although some groups have adopted modern habits like their neighbours.

The Indian government is concerned that many tribal people live below the poverty level with low literacy, high child mortality, and little access to clean water. Part of the suggested solution - as seen in many other countries trying to integrate diverse groups - involves employment and marketing schemes. The idea is that tribal people could produce items that would then be marketed to generate income. This economic boost would allow groups to choose whether to access facilities such as transportation, medical care, and education. Depending on the traditions, projects might encourage local artisans to make handicrafts or collect produce such as spices and fruits.

In order for the initiative to be successful, tribal products must be marketed. This is done through TRIBES retail stores in places like Delhi, Pune, and airport duty-free shop. Like Oxfam, Ten Thousand Villages, and other similar stores, TRIBES allows artisans to market their products at fair prices, while also providing a showcase for traditional arts. Taking a step further, the store also holds exhibitions that include the artisans. They get to interact with visitors and see the genuine economic value of their work.

The range of products is extensive, from metal work, pottery, and carving to jewellery and cloth. For example, a woman’s blouse made by a Bodo woman costs 380 rupees (less than $10 in Canada). The average person might not be familiar with the Bodos, who make up 5% of the population of Assam state. Close to a million people speak the Bodo language. Weaving is an important part of their culture, with looms in every home and a tradition of raising silkworms. Bodos have struggled for independence recently, resulting in the government granting them an autonomous administration. However, education and economic opportunities are still a major challenge. Selling handicrafts can play an important role in this regard. If this is the rough story behind a single item, imagine the many tales told by tribal products.

Similar initiatives are underway across the globe. Increasingly, indigenous people face the challenge of maintaining their traditions while benefiting from medical care and other modern innovations. The United Nations recognizes the value of these programs and solicits volunteers to support online marketing. Consumers can also play a role by purchasing products.