Visitors were lately treated to an unexpected twist in a Diwali Mela in Pune. They were offered laddoos made from mahua, which is basically a plant known for producing alcohol and is integral to India’s tribal culture. Universal Tribes founder Rajat Raghatwan is determined to break the stereotype and highlight deeper cultural and nutritional values of mahua to provide a fresh perspective on indigenous traditions which have been often misunderstood by mainstream society.
Raghatwan said that there is a widespread misconception that mahua is only used to make alcohol. The flower is rich in vitamins, minerals and antioxidants. Tribal communities have long cherished it as a source of energy and natural digestive health support.
Universal Tribes was founded by Raghatwan in 2017 and it is working on such age-old practices of mahua and simultaneously connecting tribal artisans with urban markets.
It is learned that more than 100 tribes across India are contributing to the offerings of Universal Tribes and they are ranging from handcrafted jewelry and traditional honey to Warli and Gond paintings. The mission is about cultural preservation and also about economic empowerment. Connecting with artisans is not easy as there are logistical challenges of reaching remote villages and navigating language barriers as well. The startup had to bridge physical and cultural divides to connect with the artisans. Its team often uses translators and travel 40-50 kilometers deep into forests to communicate with some artisans.
The work of Universal Tribes extends beyond mere product sales. They participate in events like the Diwali Mela to help attendees partake in an educational journey and discover the cultural significance behind each product. Raghatwan was basically inspired by his childhood exposure to tribal communities and now has plans to open a related museum by the end of 2024.
