Volume : 11, Issue : 8, AUG 2025

COMMUNICATION STRATEGIES FOR TRIBAL ECONOMIC GROWTH WITH SPECIAL REFERENCE TO TRIBES OF CHHATTISGARH

DR. ASHUTOSH MANDAVI

Abstract

Tribal communities constitute an inseparable component of India’s socio-economic and cultural identity. Chhattisgarh, often referred to as the “tribal heartland of India,” is home to a large population of indigenous groups such as the Gond, Baiga, Oraon, Bison-Horn Maria, and Muria. These communities are traditionally skilled in crafts such as Dhokra metal art, wooden carving, bamboo craft, kosa silk weaving, terracotta, and herbal medicine derived from indigenous knowledge. Despite their potential, tribal artisans face systemic challenges of poor communication, weak market linkages, lack of branding, digital exclusion, and exploitation by intermediaries. This paper explores communication strategies for tribal economic growth with special reference to Chhattisgarh tribes. The study highlights tribal products such as herbal medicine, wooden art, cloth weaving, and metal craft, and examines barriers in market communication. It further proposes a multi-dimensional communication framework combining community-based participatory communication, digital marketing, cultural branding, and institutional support. Case studies such as Bastar Dhokra art, Kosa silk weaving, and Baiga herbal practices are analyzed to demonstrate successful practices. The paper argues that communication strategies are not merely technical tools but social bridges that connect tribal heritage with modern markets. By fostering inclusive communication models, encouraging tribal participation in e-commerce, strengthening government support, and branding tribal products as sustainable and ethical commodities, Chhattisgarh’s tribal communities can achieve both economic growth and cultural preservation. The findings suggest that communication, when designed with cultural sensitivity and inclusivity, can transform the tribal economy into a driver of sustainable development in India.

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IESRJ

International Educational Scientific Research Journal

E-ISSN: 2455-295X

International Indexed Journal | Multi-Disciplinary Refereed Research Journal

ISSN: 2455-295X

Peer-Reviewed Journal - Equivalent to UGC Approved Journal

Peer-Reviewed Journal

Article No : 15

Number of Downloads : 256

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