TRIFED Partners with Rooftop to Strengthen Tribal Marketing Through B2B Approach

New Delhi: In a strategic move to transition from a Business-to-Consumer (B2C) to a Business-to-Business (B2B) model for tribal marketing, the Tribal Cooperative Marketing Development Federation of India Ltd (TRIFED), under the Ministry of Tribal Affairs, has signed a Memorandum of Understanding (MoU) with Rooftop. The partnership aims to facilitate tribal businesses and enhance market opportunities for tribal products across India.

The MoU was signed in New Delhi on February 24 during the ongoing Aadi Mahotsav, TRIFED’s flagship event at Major Dhyan Chand National Stadium. The agreement was formalized in the presence of TRIFED Managing Director Shri Ashish Chatterjee. It was signed and exchanged between TRIFED Deputy General Manager Ms. Preeti Tolia and Rooftop Founder & CEO Kartik Gaggar.

The collaboration is expected to play a crucial role in skill development for tribal artisans, equipping them with better market access and business growth opportunities. The initiative is designed to integrate tribal products into mainstream markets through structured business partnerships, ensuring a sustainable and profitable future for tribal enterprises.

Aadi Mahotsav 2025, which celebrates India’s rich tribal heritage and craftsmanship, was inaugurated by President of India Droupadi Murmu on February 16. The event also saw the presence of Union Minister for Tribal Affairs Jual Oram, Minister of State for Tribal Affairs Durga Das Uikey, and Member of Parliament Bansuri Swaraj.

With this collaboration, TRIFED and Rooftop aim to elevate tribal entrepreneurship by strengthening marketing linkages and expanding the reach of indigenous tribal products, ensuring long-term growth and sustainability for tribal artisans.