Madhya Pradesh Tourism Board Launches Tribal Souvenir Development Program
The Madhya Pradesh Tourism Board has launched a new initiative to transform indigenous art forms into structured tourism products. This program focuses on tribal and rural clusters across the state. It aims to train local communities in creating value-added souvenirs that reflect regional artistic traditions.
Ten Villages Selected for First Phase
Ten villages across four districts have been identified for the initial phase. These districts include Mandla, Betul, Balaghat, and Jhabua. Training sessions will begin in February through five specialized agencies. Each village will see approximately one hundred locals trained in souvenir making.
Artisans will use locally available raw materials like metal and beads. The product focus has been mapped district-wise to preserve authenticity. In Jhabua, training will cover traditional doll making and beadwork. Balaghat's clusters will develop artistic products inspired by local motifs.
District-Specific Craft Focus
Mandla will concentrate on Mandala art-based creations. These include custom jewelry such as earrings and necklaces. Decorative home décor items will also be part of the production. Betul's program will explore metal and mixed-material souvenirs drawing from regional craft traditions.
DP Singh, MPTB director for skill development, emphasized the importance of souvenirs. He stated that souvenirs create lasting emotional connections with destinations. They also directly benefit local communities by providing income opportunities.
Comprehensive Training Approach
The initiative goes beyond basic skill training. It will cover design refinement, finishing techniques, packaging, and market readiness. The goal is to move from raw craft to market-ready products that tourists will buy and cherish.
Officials plan to link these souvenirs with tourism board outlets, heritage properties, festivals, and curated tourism circuits. This will create a dedicated souvenir trail across Madhya Pradesh. The tourism board hopes this model will be replicated in other tribal regions if successful.
Long-Term Vision for Sustainable Tourism
This program positions Madhya Pradesh as a destination where tourism actively sustains heritage. It aims to showcase stories shaped in metal, beads, and hands that have carried tradition for generations. The initiative opens new livelihood avenues through tourism while preserving cultural authenticity.
