The Women members of the rural Self-Help Groups (Sakhi Mandal) of theJharkhand State Livelihood Promotion Society(JSLPS) are working to promote indigenous tribal jewellery under the Adiva Brand, by selling them at trade fairs and saras melas across the country.
According to JSLPS, theAdiva Brandempowers rural women and preserves the states tribal jewellery heritage by connecting the states traditional jewellers with the larger markets with a new identity. JSLPS has been promoting women by involving them in a variety of activities through capacity building and making them earn their livelihoods and it has intensified efforts to offer dedicated markets to the jewellers. Currently, 15 SHGs are associated with the Adiva Brand and over 150 women have benefited from it, the society said. Sharing their experiences, the tribal women artisans said earlier, they used to make ornamental items daily but were deprived of the right market and exposure.