In a bid to take its patrons back to the roots of rich indigenous products, Tata
Power’s ‘SaheliWorld.org’ has launched a ‘Warli Art Collection’ from its Jawahar artisans, that aims
to revive and popularize this unique 400-year-old ancient Indian art form and inspire today’s youth
to recognize the distinct lifestyle of the Warli tribe of Western India.
The e-commerce platform is a dedicated website offering handmade products by its self-help
groups, farmers and women micro-entrepreneurs from rural India on one platform.
The new collection offers varied range of hand made products which are reasonably priced and
includes Apparels like T-shirts, Sarees and Kurtis, Home Furnishing items like Cushion covers, wall
hanging and curtains, Seasonal products like umbrellas and COVID Essentials like masks.
Praveer Sinha, CEO and MD, Tata Power, said, “We at Tata Power have always supported and
empowered the lives of our communities. The launch of ‘Warli collection” is extremely delightful for
all of us within the organization. It has helped the SHG’s to earn livelihood despite the current
Speaking on the new collection, Shalini Singh, Chief-Corporate Communications & Sustainability
said, “We are happy to launch our new ‘Warli Art Collection’ which is centered on promoting,
preserving, inspiring and bringing back the cultural influence of the Warli art form. By promoting this
collection, we are trying to prevent such art forms from dying an unnatural death and inspiring
consumers to connect with this rich art form.”
With over 500 members associated with ‘SaheliWorld.org’ today, the company has not only
managed to spread awareness about various traditional crafts and preserve a rich part of India’s
natural cultural heritage but also empowered the lives of these members by making them financially
By: Murtuza Merchant