Retail Dude

With a strong sense of passion and committment towards the society, the TATA Group has created spaces in millions of beating hearts over the years. One such mentionable act was when 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 and Babrala, where its facilities are located.

Under this initiative, the women of Okhlamandal (Gujrat) have their own flagship brand called the OKHAI (http://okhai.org). Their traditional art has come alive; mirror work, patchwork and embroidery are all a vibrant expression of their way of life, their rituals and their legends is now out into the open for all cultures to see. The brand now has its first store launched 4th July in Himalayan Mall in Ahmedabad and plans for more.

The most important thing about this retail initiative is just the cause behind it. It supports hundreds of women in the region and has become their livelihood for a better future. There is no factory production or a line up to facilitate more churn out. All products in the store are very much made the same way by the women in the Mithapur Facility itself. Though there are efforts being made to make it large scale. Okhai has a websire of its own where you can shop too!. Hints of modern retailing linked to rural roots. Now thats rural retailing according to me.

- Sudip

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