Over 2,300 rural artisans benefit from this programme, and the aim is to reach more than 5,000 in the next five years.
Tucked away in the small town of Mithapur, there is a flurry of activity amidst a dazzling array of colours that is broken by peals of laughter. Mirrors catch the sunlight reflecting on the women’s faces, as they stitch fabric and put together patch and mirror work on colourful garments. This is a story of women, for women by women, as they work on rural artisanal craft, keeping alive the rich culture and tradition of Gujarat and at the same time earn a living. Okhai’s products are an ode to the true spirit of women empowerment and ‘Make in India’, as it makes traditional clothes and accessories, helping women grow, one stitch at a time. Okhai products are made by rural artisans using bead work, handcrafted embroidery, mirror work and patch work, such as Applique, Heer bharat and Kathi. Applique is based on patchwork, where coloured and patterned fabrics are cut in different shapes and sizes and stitched together on a plain background, to form a composite piece.
Okhai has also engaged a team of expert designers, pattern makers and tailors to bolster production and offer a wider array of products. This in turn, has encouraged the craftswomen to bring design innovation in their own craft. To garner further traction, a store has also been set up at KalaGhoda, Mumbai. Okhai is thus serving a blend of traditional products that have a contemporary edge.
These women earn a monthly income of upto Rs 13,000 depending on the hours they work at the centre, the skill level and the intricacy of the designs. The aim is to offer employment to women along with managing their households. “It is an amazing feeling,” says Ramiben, as she dexterously embroiders a motif on a piece of cloth. “We get to earn an income, contribute to the household expenses and at the same time, spend time here, doing something we love. It is good to see that these skillsets will be passed on and not die.”
Over 2,300 rural artisans benefit from this programme, and the aim is to reach more than 5,000 in the next five years. Over the years, Okhai has expanded its reach to include additional rural communities into its fold. From the Saurashtra handcrafts of Mithapur to the Karjobi art form of Babrala and the jute culture from Haldia, Okhai is doing its best to preserve arts and culture from different parts of the country.
Tata Chemicals Society for Rural Development (TSCRD) has played a pivotal role in promoting these crafts under one brand name of Okhai. “We are happy to have got this chance, as now I can buy some things on my own and also end up saving some money. We are earning now too. I wish to buy a sewing machine with these savings,” says Zarina, as she looks up from the needle work, beaming.
This programme has helped many such women and their families. Presently, Okhai has impacted 31,124 male and female artisans. It has resulted in an increase in household income of Rs 10250, which is 122%. It is good to see garments being made slowly and painstakingly, in the world of fast fashion where clothes are discarded at the drop of a hat. This however requires dedicated efforts, by ensuring that there is a continuous supply of raw materials and that the finished products have a ready market that can be sold to.
Various steps have been taken to showcase the products and sustain demand flow. From the establishment of a design studio in Ahmedabad, to improving the backend and front end lags to ensure smooth delivery of goods, to procuring raw materials directly from craft based manufacturers, Okhai is taking various steps in ensuring that these arts not only survive but also thrive, and in turn ensure that the women behind them have a continual supply of income. With the focus on handicrafts and handmade pieces, hopefully this will be a story of women that continues to garner attention and grow. Slow and steady might just win the race after all.
