The Ministry of Social Justice and Empowerment is expanding market opportunities for traditional artisans through BHARAT TULIP, a programme designed to connect craftspeople with customers online and offline. Implemented by the National Backward Classes Finance and Development Corporation (NBCFDC), the scheme launched on November 5, 2024, aims to solve the challenge of limited market access that many traditional artisans face in selling their products beyond local areas.
Key facts
- BHARAT TULIP launched on November 5, 2024
- Implemented by the National Backward Classes Finance and Development Corporation (NBCFDC) under the Ministry of Social Justice and Empowerment
- Products covered include home décor, lifestyle items, handcrafted jewellery, handwoven textiles and fabrics, and traditional leather products
- Operates through digital platforms, e-commerce channels, exhibitions and trade fairs
- Official information available at https://nbcfdc.gov.in/nbcfdc/web/tulip
What the scheme offers
BHARAT TULIP uses a common brand name to promote traditional and handcrafted products, making them more recognizable to customers and easier to find online. Artisans can use the programme to display and sell their work through digital channels rather than relying only on local markets or individual customers. The scheme also includes support for product promotion, digital marketing assistance, quality assurance checks, skill training, and help with logistics and delivery arrangements.
The programme facilitates connections between artisans and buyers through multiple channels. This includes arranging participation in exhibitions and trade fairs where artisans can showcase their work directly, organizing buyer-seller interactions, and creating opportunities for institutional purchases. By bringing together multiple artisans under one brand, the scheme aims to give individual craftspeople the scale and visibility that larger commercial enterprises typically enjoy.
Types of products and artisans eligible
BHARAT TULIP focuses on preserving and promoting India’s traditional craftsmanship. The scheme covers a wide range of handmade products, including decorative items for homes, handcrafted jewellery, fabrics woven by hand, and leather goods made using traditional methods. The programme is designed to support artisans from eligible target groups, with the goal of providing sustainable livelihoods while keeping traditional skills alive.
How market access works under the scheme
Rather than artisans managing their own online presence and marketing independently, the NBCFDC handles several functions on their behalf. The organization creates digital listings for products, manages e-commerce channels through which customers can browse and purchase, and handles promotional activities to attract buyers. This reduces the burden on individual artisans who may lack experience with digital marketing or online sales platforms.
The scheme recognizes that traditional artisans face particular challenges in modern markets: their products may not be known outside their region, they may lack the skills or capital to set up online shops, and they struggle to reach institutional buyers or export markets. BHARAT TULIP addresses these gaps by providing centralized marketing, digital infrastructure and business support.
What this means for you
If you are a traditional artisan, the scheme offers a pathway to reach customers you could not access before, without having to invest significantly in your own website or marketing. You gain access to digital sales channels, training in skills that match market demand, and help with the practical side of selling, such as packaging and shipping.
If you are a consumer or retailer looking for authentic handcrafted products, BHARAT TULIP provides a single platform where you can discover and purchase traditional items from across India. Institutional buyers can also use the scheme to source authentic crafted goods for their businesses.
Getting involved
Artisans and interested parties can visit the NBCFDC TULIP website at https://nbcfdc.gov.in/nbcfdc/web/tulip to learn more about the programme, understand eligibility, explore available products, and find information about how to participate. Retailers, buyers and consumers can also access the online channels to view and purchase products promoted through BHARAT TULIP.