The Ministry of Social Justice and Empowerment, through the National Backward Classes Finance and Development Corporation (NBCFDC), is implementing the BHARAT TULIP (Traditional Artisans' Upliftment Livelihood Programme) initiative to strengthen livelihoods of traditional artisans by expanding market access and improving product visibility. Launched on November 5, 2024, the program connects traditional artisans with wider markets through digital and other marketing channels, specifically targeting artisans from eligible backward classes while preserving India's cultural heritage and traditional craftsmanship.
The program brands traditional products under the BHARAT TULIP name to enhance visibility and facilitate online sales, addressing market-access challenges faced by artisans. The NBCFDC facilitates market linkages through digital platforms and e-commerce channels, helping artisans reach broader customer bases both in India and abroad. The comprehensive approach includes product promotion, digital marketing, quality assurance, skill development, and support related to logistics and delivery to help artisans respond to changing market requirements.
The initiative also facilitates artisan participation in exhibitions, trade fairs, and buyer-seller interactions, enabling them to showcase products, connect with prospective buyers, and explore new business opportunities. BHARAT TULIP features a range of traditional and handcrafted products including home décor and lifestyle products, handcrafted jewellery, handwoven textiles and fabrics, and traditional leather products.
Interested stakeholders can visit the official NBCFDC TULIP website (https://nbcfdc.gov.in/nbcfdc/web/tulip) to learn about the initiative and explore products. Retailers, institutional buyers, and consumers can discover traditional products through the program's online and promotional channels, supporting artisan livelihoods and the continuation of traditional skills.