As our tagline - �closer to our roots�
carefully conveys, Dharatari is an initiative by AYUSH (Adivasi Yuva Seva
Sangh), that aligns with the theme of Indian Government�s campaign -
VocalforLocal - by
bringing people closer to their forgotten roots.
Dharatari by AYUSH is centered on promoting
and preserving the cultural intellect and traditional knowledge of the tribal
community of North Sahyadri, by establishing and practising a system to
optimize and improve the competency of the community in the long run. We are a
community-based organization, proprietors, an authorized user of Warli Painting
Geographical Indication registered under the Intellectual Property Rights Act.
We are working towards building an alternative livelihood for the tribe through
the social entrepreneurship model. The tribe is all about their culture and
beliefs and we are paving a way for them to make a living by preserving and
promoting their culture.
Our
approach
Dharatari by AYUSH is working towards becoming a global community-based platform that is primarily focused on utilizing the commercial potential of the World Wide Web, the efforts for branding and product development, investment in the capacity building along with ensuring a direct market reach. Our platform will play a vital role in strengthening the artistic, design, marketing and management skills of the tribals in order to improve their market reach, boost the production and add to the quality of their products - and in turn, contribute to their economic empowerment.
Our
story
�Dharatari� (?????) is a tribal word which originates from a group of tribal languages which have been in use from ancient times. The word translates to �Mother Earth� in English - and our story is just another heartwarming saga about giving back to the community, but with an extraordinary journey.
We are closely working together with the
tribal communities; empowering them by promoting the values of Warli art and
the tribal culture - strengthening their ecosystem by connecting their art to
the rest of the world.
Our mission to put North Sahyadri on the
global map and make the art, built by the people who bring the most authentic
value and art, accessible to all. We bring authentic Warli art straight from
the source to the art lovers.
How
we began: Dharatari�s origin
-
Commercial Potential
-
Preserving the value of the Aadivasi value system
The true origin of Dharatri (not the actual
inception) happened when Sachin - the founder of AYUSH moved to Mumbai for his
higher studies. His short tryst with Mumbai helped him realize the importance
of the Adivasi Value System (which seemed missing in the city of dreams). But,
Mumbai had something North Sahyadri didn�t - access to the tools of development
- good education, skill development initiatives and access to global trade
platforms. There came Sachin�s �flash of genius� - to uplift the status of
North Sahyadri while preserving the Adivasi Value System - to raise the
commercial potential of his community through better education, career
guidance, skill development initiatives to hone their existing skills and
access to a trade platform with global audience. This led to the birth of
AYUSH, which later paved the way for Dharatri.
Dharatri envisions becoming a platform
which helps strengthen the community's economic condition with the use of
modern technology while preserving and promoting the Adivasi Value System,
which was vanishing with time.
Over the years, AYUSH & Dharatri has
transformed the lives of a huge chunk of the working tribal population. While
Dharatri acts as a platform that connects the local Warli art practitioners
with the rest of the world, directly - AYUSH enables them to improve their
efficiency and lower the competitiveness by providing access to the latest
tools, equipment, technology that lowers their
Vision:
Empower the tribal community by promoting
their Art, Culture, Traditional knowledge, Intellectual, values on a global
platform to add value to their life and the economy - strengthening the
ecosystem simultaneously.
We
work to:
-Empower the tribal community with an
alternative livelihood
-Inspire the world with their Art, Culture,
Traditional knowledge, Intellectual, values
-Improving the economy of the tribe
-Preserving their Cultural Intellect &
Traditional Knowledge
Mission:
To furnish the experiences and skills of
the tribal community and work with them to improve their economy and strengthen
a collaborative model of sustainable development of Tribal community.
Brand Philosophy:
Art not only narrates a story from the past
but can also serve as an inspiration or a moral compass for the future. What is
so intriguing about Warli art is that it speaks of, respects and celebrates
nature and life. As a brand that originates from the same community, we are
royally impressed by the beliefs and values of the Adivasi culture, especially
their art. We believe that the community deserves the spotlight for its
beautiful belief system, their art and their equation with the universe. Hence,
we are working towards promoting Tribal art, providing an alternative
livelihood for the tribe and assisting them in pursuing an accomplished life.
Dharatari by AYUSH is dedicated to the betterment of the tribe.