Other Details

For the last five years, Arup Bori from Assam spends his time farming or making bamboo art. Though he has two vocations to fall back on, the earnings are enough to keep him and his family afloat. But the latest digital marketing workshop organized by the Ministry of Tribal Affairs (MoTA) he took recently has made him hopeful. Life looks brighter with the prospect of a higher income for his family.

Bori, 26 is a graduate from Assam and has been assisting his father in making bamboo products since the age of 21. “As a kid, I saw my dad, grandfather, and men in the family make bamboo furniture while women weaved garments,” says he. “This vocation has been followed in our family for generations,” he adds.

Besides making bamboo items, the Bori family is also into livestock farming of chickens, ducks, and pigs. So how do they manage between these two hectic activities? “Duck season is only for two months, so the rest of the time we are into bamboo art,” says Bori.

They make bamboo chairs, tables, teacups, spoons, baskets, etc. These are later sold in the local market. “The response is not that good at the local level where these products are underpriced,” says he. “I have often seen my parents sell their bamboo wares for a lesser price than the actual value,” he adds.

Though this would be a deterrent to any local business, Bori wants to continue with the bamboo art. “We have been doing this for generations and I do not want to give it up for any other reason,” he adds.

His determination to hold on to his roots has borne results as he got a chance to participate in the Tribal Entrepreneurship Development Program (TEDP) organized by the MoTA and apex Industry body ASSOCHAM where he is taught to amplify his business through digital means.

Started in May this year, the workshop provides training to the local artisans to take their business online. It is an ongoing program and is held online as per the availability of the participants.

“In the workshop, we learned to make our Facebook page, advertisement on Meesho and other mobile applications,” says Bori. And within a week he received an online order to make bamboo cups. “The work is in progress and I am confident to deliver it on time,” he says This sale has prompted Bori to spread his wings and expand his business. “I am now looking forward to promoting our products on other online apps and platforms. This is far better than an offline sale,” he says.

Moreover, his online venture has also seen his income double up. “Earlier we would earn Rs 20,000 to Rs 25,000 per month by selling bamboo items. Through online sales I expect the income to go up to Rs 50,000,” he concludes.

For Bori the opportunity for growth is endless and he wants to share his knowledge with his family and friends. “I would help them set up their FB page and other online advertisements so that even they can prosper,” he signs off.