FROM INDIA, WITH LOVE

Wondering how to make a transition to ethical fashion that’s not too heavy on the pocket? This non-profit brand works directly with rural artisan communities to bring the best of homegrown craft to the fore

Change is never easy, especially when you’re trying to make cleaner choices with your wardrobe. There are multiple factors on your checklist that you look to tick off before hitting ‘add to cart’, whether it’s the aesthetic, fabric, craftsmanship, silhouette, and most importantly, the price. Sustainable brands often get a bad rap for being monotonous and overpriced. Okhai proves to be an exception. Launched by the Tata Chemicals Society for Rural Development, it aims to empower female artisans in rural India, socially and economically, by promoting traditional handicraft techniques that are in danger of dying out with increased industrial growth and rapid urbanisation. What began as a programme to support 350 women in the Okhamandal region of Gujarat, impacts more than 2,300 artisans around the country, today. Kirti Poonia, CEO of the organisation, talks about the unique business model that looks beyond profit and consumerism.

WORK FROM HOME