Tata CLiQ, the Tata group’s multi-brand phygital ecommerce platform has extended its brand portfolio with Okhai – Magical Hands, Mystical Colours, an artisan led fashion and lifestyle brand. Okhai is a coveted brand that has joined the Tata CLiQ C.A.M.E.L. crew– that’s Certified Authentic Merchandise Everybody Loves, with their range of handcrafted work and play wear for women. Okhai is exclusively online with Tata CLiQ and features various styles across their range of kurtas, tops, trousers, palazzos skirts and other apparel.
With Okhai on board, Tata CLiQ will now offer curated merchandise which is hand made by the women artisans of Okhamandal. As a non-profit organization, Okhai’s focus is on women empowerment through capacity building and livelihood generation in rural India. In line with the Government of India’s Make in India initiative, Okhai works on the philosophy of showcasing products which have been made by working women for working women. The partnership will deliver a range of homespun contemporary apparel and accessories which protect the traditional crafts of mirror work, embroidery and appliqué. This alliance takes the total number of brand to 1000+ on Tata CLiQ where customers will be able to access the curated range on www.tatacliq.com as well as the mobile app.
Okhai products are made from soft fabrics, have light hand embroidery, small block prints, smart yokes, intricate applique work and are available in neutral and vibrant colours. The products are in line with the latest fashion trends as the women artisans collaborate with a panel of esteemed designers to keep themselves abreast with the emerging fashion trends.
Rami Ben, Okhai’s leading artisan, said “With Tata CLiQ we hope to showcase our craft to people across India. Okhai has provided us the opportunity to be financially independent and self-reliant by equipping us with the skills required to earn our livelihood. We hope the partnership also helps us to fulfill our goal of empowering 5000 women artisans in the next five years.”
Speaking on the partnership, Ms. Prathyusha Agarwal, Head- Marketing, Tata CLiQ stated, “At Tata CLiQ, we believe in indulging women and their love for unique brands, which include handcrafted artisan products as well as fashion labels. Further, these can be accessed across multiple platforms be it on the website, app or in store. Through our partnership with Okhai, we aim to take their story to a wide array of customers across India and showcase their craftsmanship and entrepreneurial spirit. Okhai focuses on women empowerment through capacity building and livelihood generation in rural India and we are happy to help them in taking their cause forward.”
“Through Okhai, we are trying to create a relationship between urban and rural women so they can support each other. Our brand functions through 40 self-help groups which comprise of 500 women artisans who work from home. We want rural women to feel a sense of identity and pride for the work they do. If a working woman buys an Okhai kurta, just by wearing it to work she is creating a working woman in rural India. The relationship is two ways because even the artisan is creating beautiful clothes for her to wear to work. The partnership with Tata CLiQ will be instrumental in creating more awareness about traditional crafts and culture” added Kirti Poonia, Head, Okhai.
Okhai is currently available online through Tata CLiQ and www.okhai.org. It also has a physical presence with retail outlets in Ahmedabad, Chennai, Bengaluru, Jamshedpur, Mithapur and Pune.