Union Ministry Lauds Craft Mela as Key Initiative for Artisan Empowerment, Launches New E-Commerce Brand ‘TULIP’
Bengaluru – The Union Ministry of Social Justice and Empowerment is set to host the ‘Shilp Samagam Mela 2025’ at Bengaluru’s Freedom Park from September 5 to 14, providing a vital national platform for artisans from Scheduled Castes, Other Backward Classes, and Safai Karamcharis to showcase and sell their handmade products.
The announcement was made by Ramdas Athawale, Union Minister of State for Social Justice and Empowerment, during a press conference in the city. The minister highlighted the event’s primary objective: to offer a direct market linkage for beneficiaries funded by the Ministry’s three national corporations—NSFDC, NSKFDC, and NBCFDC.
Bridging the Gap Between Artisans and the Market
Since its inception in 2022, the Ministry has organized 11 such melas, benefiting over 825 artisans from marginalized communities. The Bengaluru event is the second such fair for the financial year 2025-26, following a successful edition in Bhubaneswar. The government has proposed three more melas in New Delhi, Ahmedabad, and Guwahati later this year.
“The Shilp Samagam Mela is a special initiative of our Ministry,” stated Athawale. “Its main purpose is to provide a marketing platform for the products of communities funded by our national corporations, including Scheduled Castes, Backward Classes, Safai Karamcharis, and skilled artisans.”
The 10-day fair will feature 100 stalls, 75-80 of which are allocated to these beneficiary artisans. The remaining stalls will include food courts offering traditional cuisines for visitors. Artisans from Uttar Pradesh, Kerala, Delhi, Haryana, Rajasthan, Bihar, Karnataka, Puducherry, Gujarat, Madhya Pradesh, Maharashtra, and Assam will display a diverse range of handicrafts and handloom products.8
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Introducing ‘TULIP’: A Digital Leap for Artisan Economy
In a significant move to future-proof the initiative, the Minister unveiled ‘TULIP’ (Traditional Artisans’ Upliftment Livelihood Initiative Programme), a new e-commerce brand aimed at taking these products to a global audience online.
“The ‘TULIP’ initiative is a novel effort to sell the exquisite products of specific groups to the public in India and abroad through various e-platforms,” Athawale explained. “This initiative aims not only to provide economic empowerment to these groups but also to preserve traditional arts and promote their importance.”
The TULIP brand will provide a dedicated online marketplace, allowing artisans to bypass traditional supply chain barriers and reach consumers directly, ensuring better remuneration for their work.
Comprehensive Support and Nationwide Participation
The Ministry is ensuring full support for participating artisans. Beneficiaries are provided with free stalls, travel expenses, a daily allowance, logistics support for the transportation of goods, and arrangements for meals and accommodation.
Beyond commerce, the mela will also serve as an awareness campaign. It will provide the public with information on various welfare schemes run by the Ministry and its three corporations, including initiatives like the MUDRA loan scheme and the Pradhan Mantri Ujjwala Yojana.
“The Central Government has formulated several schemes for the welfare of the backward and the poor, and people should avail themselves of their benefits,” Athawale said, expressing confidence in India’s economic trajectory. “Presently, India is in the 4th position in the economy and will jump to the 1st position in the coming days. With new enterprises and development, it will become a developed India.”
The inaugural ceremony of the Mela was performed by the Union Minister for Social Justice and Empowerment, Dr. Virendra Kumar. Both Dr. Kumar and MoS Athawale are scheduled to engage directly with the artisans, understanding their challenges and celebrating their craftsmanship. The Ministry and its corporations will also participate in major international fairs like the IITF-2025 and the Surajkund Mela in Faridabad to further amplify the reach of India’s traditional artisans.
Quotes
From Ramdas Athawale, Union MoS:
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On the Mela’s purpose: “The main purpose of the Shilp Samagam Mela is to provide a marketing platform for the products of communities funded by our national corporations, including Scheduled Castes, Backward Classes, and skilled artisans.”
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On the TULIP initiative: “The ‘TULIP’ initiative is a novel effort to sell the exquisite products of specific groups to the public abroad through e-platforms. It aims not only to provide economic empowerment but also to preserve traditional arts.”
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On economic vision: “Presently, India is in the 4th position in the economy and will jump to the 1st position in the coming days. With new enterprises, it will become a developed India.”
