National Institute of Folk and Traditional Heritage (Lok Virsa) Executive Director Talha Ali Khan said Lok Mela has given central importance to artisans to sell out their products directly to consumers without the involvement of any middleman or commission. He said: "The Mela is a common platform for all Pakistani folk artists, folk musicians and other performers to participate and broadcast their creative arts." He said around 500 folk artists, artisans and musicians from across the country had taken part in the event. "Other than the tourism and archaeology industry, the cultural industry has also the potential to create handsome revenue generation," he added. Lok Virsa has showcased the true image of the country, like a mini Pakistan in Lok Mela 2020 while representing all parts of the country in its unique colors by displaying the wondrous assemblage of Pakistan's cultural heritage in traditional milieu.

Source: The Express Tribune November 15, 2020 05:48 UTC