Tribal jewellery made by adivasi women of Jharkhand will now be sold under the brand name Adiva to be sold via Palash marts, a chain of stores run by the Jharkhand State Livelihood Promotion Society (JSLPS).

State rural development department secretary Manish Ranjan and JSLPS CEO Nancy Sahay unveiled the brand and its catalogue at JSLPS’s office in Hehal on Tuesday.

Sahay said that JSLPS had launched several retail stores named Palash Mart to provide market exposure to various items made by women's self-help groups engaged with them. “Adiva is now an extension of the items that will be sold,” she said.

Hailing JSLPS’s efforts behind Adiva, Ranjan said on Wednesday that the move would not just lead to more market exposure for tribal ornaments, but it will also help in their national and global recognition. “Most importantly, right branding and pricing will benefit in augmenting incomes of women artisans who were being trained by the state government,” he said.

A JSLPS programme coordinator said different pockets of the state, like Khunti, Dumka, and parts of Santhal Parganas, have been known for making tribal jewelry. “Women there have been doing this for ages. They make different kinds of jewelry items using forest produce, silver, brass, and even iron. Initially, it was mostly for personal use but for last few years, the rural development department has been trying to provide them right training to hone their skills," he added.