In a bid to promote local artisans and provide jobs in large numbers through it Jharkhand Livelihood Promotion Society Limited (JSLPS) on Tuesday launched Adiva, a brand of traditional tribal jewellery made by the women of Sakhi Mandals.
In the launch programme the teams from all the districts of JSLPS were connected through online. Palash brand was started on the initiative of Chief Minister Hemant Soren to connect the products of Sakhi Mandal with the big markets, which has increased the income of rural women. In this episode, Adiva, an Adivasi Jewellery brand has been launched to establish the identity of the State in a unique way. In the launching event, JSLPS CEO Nancy Sahay along with the sisters of Sakhi Mandal launched the jewellery brand by releasing the catalogue of Adiva Jewellery.
Speaking on this occasion Sahay said that the main objective of the launch of Adiva brand is to make rural women self-employed and save the State's heritage tribal jewellery by connecting the state's traditional jewellery to the larger market through a new identity.
Under the guidance of Dr. Manish Ranjan, Secretary, Rural Development Department, Adiva is an attempt to establish new dimensions of entrepreneurship by connecting the tribal jewellery manufactured by the women of Sakhi Mandal to the big market, she added. Sahay said that the jewellery sub-brand Adiva was launched under the Palash brand, through which the tribal traditional jewellery of the state would get an identity. She said that the rich tradition of the State can be gauged from the jewellery of Adiva brand manufactured by the sisters of Sakhi Mandal.
JSLPS teams from all the 24 districts of the State were connected online in the launching program of 'Adiva'. While some women from Murhu of Khunti, associated with Adiva Jewellery manufacturing, were present in the launch event.
Expressing happiness over the launch of Jewellery cum Brand 'Adiva', Yashoda Devi of Khunti said that with this initiative we are able to give a new look to the handcrafted jewellery by sisters. I hope that the tribal jewellery manufactured by us will add beauty to the beauty of women and their first choice will be Adiva. We make traditional tribal jewellery from silver, silver, metal etc., which people like very much.