Okhai, a handicraft brand that was established by Tata Chemicals Society for Rural Development, has launched its flagship store in Pune at the Tata Management Training Centre. The outlet was formally inaugurated by Dr Shubro Sen, Director, TMTC.

In 2002, Tata Chemicals Society for Rural Development, the CSR arm of Tata Chemicals, created and promoted ‘OKHAI’ in Mithapur, Gujarat, with an aim to empower women in rural areas. The Society commenced this revolutionary initiative by forming women’s self-help groups, in the villages of Okhamandal region to produce handicrafts.

The traditional art of Okhlamandal - mirror work, patchwork and embroidery are a vibrant expression of their way of life, their rituals and their legends. These are now available in the form of Indian and western wear like kurtas, churidars, patialas, salwars, pyjamas, shirts, tops, skirts, tunics, stoles and dupattas along with accessories and home décor.

“This venture will be a good location for consumers to browse and buy products from Okhai. This would be a win-win situation for both Okhai and Tata Management Training Centre, since several participants have been asking for Tata Branded merchandise, which would now be available in store,” Dr. Sen said.

R. Nanda, Chairman, Okhai Trust, said, “The ‘Okhai Trust’ plans to spread its wings with the launch of exclusive stores across India in this year.”

He added, “Handicrafts is a promising means of generating livelihood for hundreds of women in Okhamandal. We have 400 women associated with Okhai that benefited from this effort and this will not only help in furthering the cause, but also help generate interest and more sales for the products.”

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