Text: Maxi Mïdia
Photo: Gabriela Rabaldo
In this Indigenous April, a month dedicated to valuing the stories, cultures, voices and identities of indigenous peoples, Amaz Aceleradora de Impacto celebrates together with Tucum the company's positive impact on the lives of 107 Indigenous Peoples.
According to the 2022 Census by the Brazilian Institute of Geography and Statistics (IBGE), almost 1.7 million indigenous people live in the country, with an emphasis on the Legal Amazon, home to 867,000 of this number. In the largest tropical forest in the world, these populations preserve not only the ecosystem, but also ancient knowledge, ways of life and cultures.
Currently, Tucum – one of the businesses in the Amaz Aceleradora de Impacto portfolio – connects more than 4,860 artisans from 107 indigenous peoples and traditional communities located in the Legal Amazon, Cerrado and Atlantic Forest. The business also contributes to the conservation of more than 2.9 million hectares of forest.
To achieve such impressive results, Tucum ensures that the amount paid by consumers is fairly transferred to the artisans who sell on the website. In addition, it offers training for indigenous leaders, with a focus on digital marketing, expanding the protagonism of artists.
Brazil's first indigenous marketplace
Founded by entrepreneur and indigenous activist Amanda Santana, Tucum has established itself as the first indigenous marketplace in Brazil. The idea was born after Amanda immersed herself in the Krahô territory, located between the states of Tocantins, Maranhão and Piauí, where she had direct contact with the crafts produced by indigenous women.
In 2013, she founded Tucum's first physical store in the Santa Teresa neighborhood of Rio de Janeiro (RJ). Two years later, she expanded operations to the digital environment, expanding the reach of products and contributing to the generation of income for artisans in various regions of the country.
The marketplace catalog includes a wide range of items: biojewelry, earrings, bracelets, bags, masks, clothing, canvas prints, decorative items, among others. The products are created by artists from dozens of traditional peoples, such as the Kayapó, Krahô, Kamayurá, Xipaya, Asurini, Yanomami, Baniwa, Matis, Marubo and Parakanã.
“Each piece of art carries the essence, beauty and struggle of its culture. When someone buys an indigenous piece, they are helping to keep the forest standing, with dignity and respect for traditional knowledge,” explains Santana.
Indigenous April 2025
Historically invisible in Brazil, indigenous peoples during this period organized a large resistance movement, the Acampamento Terra Livre (ATL) took place in Brasília (DF) and brought together indigenous representatives from all over the country, especially women, to demand rights, mainly related to the use of territories.
For many people, art is a form of resistance. And for more than a decade, Tucum has acted as a bridge between the cultural expressions of Brazilian indigenous peoples and the rest of society.
In recognition of this, the business became part of the Origens Brasil Network, which ensures and monitors ethical relationships between companies and traditional communities. The marketplace website was also redesigned, gaining a more intuitive and immersive design, with photos, videos of the products and an Impact Map, which presents the associations and organizations connected to the network.
“We have been building bridges between indigenous peoples and consumers for 12 years and transforming lives. None of this would be possible without the collaboration of so many collaborators, partners and associations who believe in our mission to value the art of those who fight to keep the forest alive,” concludes Santana.
In celebration of Indigenous April, Tucum officially partners with activist Alice Pataxó, who becomes the brand's new ambassador. Originally from the Tibá village of the Comexatiba Indigenous Land (TI) in southern Bahia, the young woman is dedicated to the fight for socio-environmental justice. In 2021, she spoke out at the 26th United Nations Climate Change Conference (COP 26) and, the following year, was named one of the most inspiring and influential women in the world on the BBC 100 Women list.
The marketplace now has exclusive items and a 15% discount on purchases over R$248.00, using the coupon code ABRILINDIGENA15. Those who prefer to pay via PIX can also get an extra 8% discount.
Impact on the Legal Amazon
Tucum is part of the portfolio of AMAZ, the leading accelerator and investor in impact businesses in the North of Brazil through a hybrid financing fund. It recently launched the 2025 Business Call, concluding a five-year cycle of investments for sustainable development in the Legal Amazon. The Call will select three to six new ventures. To participate in the selection, businesses must be formalized, in operation (whether in an early or advanced stage) and offer innovative products or services with market potential.
Those selected will receive an initial investment of R$200,000 to R$400,000, with the possibility of an additional R$600,000, totaling R$1 million for investment.
However, the financial aspect is not the only attraction. AMAZ provides comprehensive training for entrepreneurs through connections with other market players, workshops on various topics, and specialized support in legal, accounting and communication advice.
Registration remains open until April 25th, at 5 pm (Brasília time), through the link: https://amaz.org.br. Questions can be sent until April 20th by email [email protected].
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