Tripura-based entrepreneur and FitBird founder Lovely Baruah is representing the state at Chiang Mai Design Week 2025 in Thailand. Her participation brings global attention to Tripura’s traditional crafts. She left Agartala on December 4 and will return on December 16.
Chiang Mai Design Week stands as Thailand’s largest design-focused festival. The Creative Economy Agency of Thailand supports the event. Notably, the festival celebrates creativity, innovation, and craftsmanship. It runs from December 6 to 14.
Meanwhile, the Government of India has enabled participation from the North Eastern region. The initiative promotes indigenous crafts on an international platform. These crafts include bamboo and cane products, Eri silk, natural dyes, handloom items, jewelry, and heritage art forms.
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Strong Participation from the North-East
This year, 14 entrepreneurs and 16 cultural teams from all eight North Eastern states are participating. As a result, the region has gained strong global visibility. Moreover, the initiative supports India’s cultural diplomacy and creative exports.
At the festival, Lovely Baruah is displaying bamboo souvenirs, traditional handloom products, and eco-friendly lifestyle items. Through her work, she highlights Tripura’s craftsmanship. Additionally, she aims to create new global market links for local artisans.
A Journey from Corporate Career to Craft Leadership
Originally from Assam, Lovely Baruah settled in Tripura in 2013. However, she chose a different path after leaving her corporate role at Hindustan Unilever. She founded FitBird with a strong social vision.
Her enterprise empowers artisans, especially women. At the same time, it promotes sustainability and skill development. FitBird combines modern design with natural materials such as bamboo, cane, jute, and straw.
Strengthening Artisans Across Tripura
FitBird runs a dedicated unit on Sakuntala Road in Agartala. Seven salaried artisans trained by Lovely finalize and check products. Meanwhile, the team sources raw materials directly from villages across Tripura.
This approach ensures fair wages for artisans. It also protects traditional crafting skills. Therefore, the model strengthens both livelihoods and cultural heritage.
FitBird offers bags, décor items, souvenirs, and daily-use products. Each product reflects Tripura’s cultural identity. In addition, the brand sells online through Amazon, Meesho, and Flipkart.
Expanding Production and Market Access
To improve consistency and delivery timelines, Lovely is setting up cluster-based production units across districts. Furthermore, she has established a distribution hub in Noida. This step has expanded FitBird’s presence in North India.
Earlier, Lovely showcased Tripura’s crafts at major platforms. These include Rashtrapati Nilayam in Hyderabad, HGH exhibitions in Mumbai and Bengaluru, Asta Laxmi in Delhi, and other national-level expos.
Taking Tripura’s Craft to the World
Lovely launched FitBird in 2008 and formally registered it in Tripura in 2018. Today, the enterprise operates from 8/1 Khosh Bagan, Surja Chowmuhani, Agartala.
Notably, Lovely Baruah’s presence at Chiang Mai Design Week 2025 highlights Tripura’s creative strength. It also showcases the global potential of North-East artisans. Through FitBird, she continues to empower rural communities, support sustainability, and promote Tripura’s handmade heritage worldwide.
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