MESSAGE OF GI TAG AND FINANCIAL AWARENESS

MESSAGE OF GI TAG AND FINANCIAL AWARENESS

19-AUG-ENG 5

RAJIV NAYAN AGRAWAL

ARA----------------------------An awareness program for artists associated with Bhojpur Pidiya painting was organized at Sambhavna Residential High School, Ara, as part of the 'Bhojpuri Art Journey' (Bhojpuri Kala Yatra) initiative by Sarjana Trust. During the event, representatives from NABARD and RBI provided artists and participants with crucial information regarding the significance and benefits of the GI (Geographical Indication) tag, as well as financial inclusion and safe banking practices.

Surbhi, the District Development Manager (DDM) at NABARD, briefed the Pidiya painting artists in detail about the importance and practical advantages of the GI tag. She explained that the GI tag grants Bhojpur Pidiya painting a distinct geographical identity and authenticity. This enhances the potential to connect this traditional art form with larger markets, new buyers, and improved marketing opportunities.

Highlighting the importance of registering as 'Authorised Users' of the GI, she noted that this would help establish the identity of genuine artists and safeguard the traditional art form against those using the 'Pidiya painting' name fraudulently or without authorization.

Encouraging the artists, the NABARD DDM stated that the GI tag should not be viewed merely as a certificate, but as a means to strengthen their art's identity, expand their market reach, and create new avenues for income generation.

She also discussed the preservation and promotion of Bhojpur Pidiya painting and the potential for linking it to broader markets. She urged the artists to move towards commercial expansion by adapting their traditional art to meet contemporary market demands. 'Bhojpur Piriya' painting is the first product from Bhojpur district to receive the GI (Geographical Indication) tag. This achievement was made possible through the sustained efforts and active collaboration of NABARD and the Sarjana Trust. NABARD, Bihar, has also been recognized as the 'Facilitating Agency' in the GI registration certificate.

In the second key session of the program, the Reserve Bank of India (RBI) raised awareness among participants regarding financial inclusion and safe banking practices. Information was provided on the secure use of banking services, savings, digital banking, and measures to prevent cyber fraud. Participants were urged not to share OTPs, PINs, passwords, or confidential banking information with strangers.

Thus, through the ‘Bhojpuri Kala Yatra’ (Bhojpuri Art Journey), a single platform was used to promote the preservation of Bhojpuri art and culture while simultaneously educating artists about their rights, the utility of the GI tag, market opportunities, and financial security.

The program aimed to preserve and encourage the rich tradition of Bhojpur Piriya painting while empowering artists through GI recognition, authorized user registration, access to broader markets, and financial inclusion. The event was conducted by Sanjeev Sinha, a senior artist and President of the Sarjana Trust. Attendees included the school's Principal Dr. Archana Singh, Director Kumar Dwijendra, and theatre artists. Several artists and social activists participated, including O. Pandey, Rajiv Ranjan, Meera, Khushbu, Vishnu Shankar, Priya Pandey, Sunita Singh, Anita Pandey, Nima, Shashi Bhushan, Deepa Srivastava, and Madurai.