NEHHDC empowers artisans with an E-Commerce portal and mobile outlets

Syllad | The Rising MeghalayaJuly 28, 2023

Union Minister for the Ministry of Development of North Eastern Region, G. Kishan Reddy, in a written reply in Rajya Sabha on Thursday, informed that the North Eastern Handicrafts and Handloom Development Corporation (NEHHDC) aims to promote and develop the indigenous crafts of the North Eastern Region (NER) by connecting craftsmen to prospective markets and generating economic, cultural, and social opportunities for them.

NEHHDC has launched an e-commerce portal, https://purbashree.com, and operates mobile outlets called “Purbashree on Wheels.” NEHHDC has also gone live on online marketing platforms viz. Amazon, India Mart, Trade India, Flipkart, GoCoop, GeM and most recently ETSY to connect the artisans with markets in India and abroad. For design interventions, technology up gradation, marketing collaboration etc. NEHHDC has signed over 30 MoUs with various entities; inter alia, Indian Institute of Management, Shillong; National Institute of Fashion Technology, Shillong; National Institute of Design, Jorhat etc.

The Ministry of Micro, Small & Medium Enterprises (MSME), and Government of India have designated NEHHDC as the ‘Nodal Agency’ for implementing projects under the “Scheme of Fund for Regeneration of Traditional Industries (SFURTI).” NEHHDC is also a registered Training Partner (TP) with the National Skill Development Council (NSDC) under the flagship program of Skill India of the Ministry of Skill Development and Entrepreneurship. Furthermore, NEHHDC serves as the implementing agency for the Development Commissioner, Handlooms, and Handicrafts, where it conducts technical training programs, design development workshops, and research and development activities.

NEHHDC has partnered with the Tribal Cooperative Marketing Development Federation of India (TRIFED) for the implementation of the Ministry of Tribal Affairs’ scheme ‘Marketing and Logistics Development for promoting Tribal Products from North Eastern Region.’ NEHHDC has also launched an in-house design cum handloom and handicrafts production centre under the brand name ‘Nature’s Weave’. It has also established a textile testing laboratory, at Garchuk, Guwahati for testing fiber, yarns and fabric. One Calendaring unit for finishing of hand-woven textile has also been established.

Under the schemes of the North Eastern Council, NEHHDC has implemented various projects aimed at bridging gaps in the handicrafts & handlooms sectors in NER. These include establishing Ashtlaxmi Haat & experience center at Guwahati, costing Rs 7.6 crore; setting up an Eri silk spinning plant at Integrated Textile Park, Mushalpur, Baksa (Assam), costing Rs 14.92 crore; and providing market development by way of digitalisation, authentication and traceability for weavers across 7 states (less Sikkim) in NER with a project cost Rs 14.92 crore. 

The turnover of NEHHDC during the last three years was Rs 105.87 lakh (2020-21); Rs 369.22 lakh (2021-22); and approximately Rs 565.22 lakh (2022-23).

The state-wise number of weavers and artisans who have benefited from various training programs, exhibitions, and fairs, as well as capacity-building workshops, conducted by NEHHDC over the last three years, totals 8381. This includes beneficiaries from Arunachal Pradesh (472), Assam (5,653), Manipur (301), Meghalaya (636), Mizoram (35), Nagaland (595), Sikkim (74), and Tripura (615).

Furthermore, through various skill development programs, including Digi Bunai Workshop; Pradhan Mantri Kaushal Vikas Yojana (PMKVY) 3.0; SC-ST Hub Scheme; SAMARTH (scheme for capacity building in the Textile sector); and PMKVY 4.0, NEHHDC has trained 2890 weavers and artisans in the NER.

NEHHDC has also identified and mobilized artisans from all NER States to participate in international level events, providing them with market linkages and visibility for their crafts. Some of these events include the 36th Suraj Kund International Crafts Mela, Faridabad, Haryana (February 2023), where 120 artisans participated; Ek Bharat Srestha Bharat, Ghed Festival, Madhavpur (March-April 2023), where 71 artisans participated; Women Conclave in Arunachal Pradesh, Manipur & Meghalaya (March 2023), where 410 women artisans participated; and Bharat Parv, New Delhi (January 2023), where 16 artisans participated.

The scheme ‘Marketing and Logistics Development for promoting Tribal Products from North Eastern Region’ envisions directly enhancing the livelihood of more than 6000 tribal artisans and suppliers across the NER. Further, market development by way of digitalization authentication and traceability is targeted to cover 10,000 weavers. PIB