Ahmedabad, 27 June, 2014

Magical Hands! Mystical Colours! – ‘OKHAI’, a brand created & promoted in 2002 by Tata Chemicals Society for Rural Development (TCSRD) with an aim to empower women in the rural areas and promote the traditional art of Okhamandal – mirror work, patchwork and embroidery which are legion and have an international appeal, now goes online with the launch of the website www.okhai.org today. Besides the exclusive apparels, there are also accessories and furnishings from Okhai available in lively and unique designs that will catch the fancy of an urban consumer immediately.

Customers can now browse and easily discover the latest additions by Okhai to their exciting range of Indian and western wear. Okhai products include beautifully designed kurtas, churidars, patialas, salwars, tops, skirts, tunics, stoles and dupattas that will catch the fancy of an urban consumer immediately along with the uniquely crafted accessories and home décor in the range of Rs. 100 to Rs. 3500. www.okhai.org is a one stop shop for customers who can now make their purchases with just the click of a button! A secure shopping portal, the website offers a wide range of payment options such as debit and credit card. As a launch offer, Okhai is offering 10% discount for purchases above Rs. 1500/- and 15% discount for purchases above Rs. 3000/- on all their merchandise for two weeks starting June 25, 2014.

Customers can shop ‘anytime, anywhere’ and with just a few swift clicks products will be delivered at the customer’s doorstep. Dispatches will be made within three working days from confirmation of the order. Customers can avail of the free delivery options for orders over Rs. 999 across India and track their orders via FedEx. The website has a user friendly design, which allows customers to navigate across categories smoothly. Customers can check the FAQ section for the exchange policy offered by Okhai.

Speaking on the launch of the website, Mrs. Alka Talwar, Head Sustainability & Corporate Communications, Tata Chemicals Limited stated, “We are happy to announce the web – launch of Okhai handicrafts which will now cater to customers across India. This is an extremely positive development for Okhai and the members of the Self Help Groups, who will now be able to witness their handicrafts on an interactive online portal and its growing demand. Handicrafts is a promising means of generating livelihood for hundreds of women in Okhamandal, Gujarat. We have 400 women associated with Okhai who have benefited from this effort. By taking these applique handicrafts online, it will not only help in furthering the cause, but also spreads awareness about the traditional craft of this region, thus helping us to preserve a rich part of our natural cultural heritage. We aim to keep up with such positive developments, touch and brighten the life of thousands of women from Okhamandal as well as the millions who’ve never been there.”

Okhai currently has retail outlets in Mithapur, Ahmedabad, Pune and a new ‘Okhai – Karigar’, store was recently launched by Tata Chemicals Society for Rural Development in collaboration with Tata Steel Rural Development Society (TSRDS) in Jamshedpur. Okhai products are also available in select stores in Mumbai, Bangalore, Chennai and Kolkata.

About Okhai

The Okhamandal region in Gujarat is a drought prone area, where handicrafts have been identified as a promising means of generating livelihood for hundreds of women of this area. Women of Okhamandal are endowed with the talent and traditional skills to make exquisite handicrafts in the typical Okhamandal style. The custom of producing traditional handicrafts for ceremonial functions is widely prevalent amongst the tribes like the Ahirs, the Rabari, the Charan, and communities like the Lohana and Harijan. Mirror work, patchwork, embroidery and appliqué work are all a vibrant expression of their way of life, their rituals and their legends.

TCSRD (Tata Chemicals Society for Rural Development) plays a pioneering role in encouraging this handicraft art form popularized under the ‘OKHAI’ brand name. With the able support of TCSRD, today, over 500 women are engaged in making colorful and aesthetically unique pieces of Appliqué Work for commercial purposes that provide them with an alternate and a sustainable sources of income and result in economic empowerment. The products so made are commercialised on a no-profit-no-loss basis.

About Karigar

The KARIGAR shop was started by Urban Services, Tata Steel on 6th February 2002 at shop No. 13/4, Bistupur market. An exhibition-cum-sales outlet for small artisans, it is currently facilitating sales and marketing of handicraft items made and promoted by them and their associates under CSR programs.

About TCSRD

Tata Chemicals Society for Rural Development (TCSRD): Improving the quality of life and fostering sustainable and integrated development in the communities where it operates is central to Tata Chemicals’ corporate philosophy. Tata Chemicals Limited (TCL) set up the Tata Chemicals Society for Rural Development (TCSRD) in 1980 to promote its social objectives for the communities in and around Mithapur, where its facility is located. The service was further extended to the communities in and around its Babrala and Haldia facilities.

The Society works to protect and nurture the rural populations in and around TCL’s facilities, and helps people achieve self-sufficiency in natural resource management, provide livelihood support and help in building health and education infrastructure.

Taking into account the different geographical spread of the three regions and their individual subcultures, different environmental, economic and social development programs have been planned and implemented in these regions.

TCSRD is on track to achieve its goal of impacting the lives of a million people by 2015.