On February 24, 2025, the Tribal Cooperative Marketing Development Federation of India Ltd (TRIFED) signed a Memorandum of Understanding (MoU) with Rooftop, aiming to enhance the skills of tribal artisans and transition from a business-to-consumer (B2C) to a business-to-business (B2B) marketing approach. The signing ceremony took place during the ‘Aadi Mahotsav’ event at Major Dhyan Chand National Stadium in New Delhi, in the presence of TRIFED’s Managing Director, Ashish Chatterjee. The MoU was exchanged between TRIFED Deputy General Manager, Ms. Preeti Tolia, and Rooftop Founder & CEO, Mr. Kartik Gaggar.
TRIFED, operating under the Ministry of Tribal Affairs, is dedicated to the socio-economic development of tribal communities through the marketing of their products. Rooftop is an innovative platform offering art workshops and events, both virtually and in-person, to foster creativity and learning. This partnership aims to facilitate the implementation of a B2B approach and expand the market for tribal products.
The ‘Aadi Mahotsav’ festival, inaugurated by President Droupadi Murmu on February 16, 2025, serves as a platform to celebrate and promote tribal culture, arts, and commerce.
