"Dream, Dream, Dream! Conduct these dreams into thoughts, and then transform them into action."
- Dr. A. P. J. Abdul Kalam
14 Oct 2023
An extraordinary initiative has been quietly transforming the lives of rural women in Gujarat. This International Day for Rural Women, we celebrate the remarkable journey of Okhai, a social enterprise that embodies the spirit of empowerment, celebrating the diverse talents and heritage of the region's rural communities.
The Birth of Okhai
The name 'Okhai' derives from Okhamandal, the province in Jamnagar district where Tata Chemicals first set up its operations in 1939 as a soda ash manufacturer. The brand officially came into existence in 2002 under the Tata Chemicals Society for Rural Development (TCSRD), the social development arm of the company. In 2008, Okhai was registered as a trust - the Okhai Centre for Empowerment - with the artisans themselves as its members.
From Empowerment to Enterprise
Okhai has evolved over the years, it's no longer just a social initiative but a sustainable business. A critical part of this transformation has been the adoption of modern marketing systems and processes. This change has enabled Okhai to not only create a positive social impact but also establish a viable and self-sustaining business model.
The Okhai Woman
Okhai has been successful in resonating with urban, financially independent women who value good-quality, unique crafts. The brand's collections are designed to cater to the needs and tastes of this urban audience while embracing sustainable practices.
Artisan Empowerment
Okhai's unique approach empowers artisans on two fronts. For those who want to earn a living, Okhai delivers materials and guidelines to their homes, handles the sale, and ensures quality. For those artisans who aspire to run their businesses, Okhai provides design knowledge, trend insights, and entrepreneurial training.
One of the most distinguishing features of Okhai is the visibility and recognition it provides to its artisans. They are not just the creators behind the scenes but often the face of the brand, actively involved in promoting their products and engaging with the audience.
A Sustainable Path
Okhai aligns itself with the growing movement in India to revive handlooms and handicrafts, emphasizing sustainability. By focusing on eco-friendly materials and handlooms, the brand contributes to the sustainable fashion landscape.
As we celebrate the International Day for Rural Women, we're doubly thrilled that tomorrow marks the beginning of Navratri. Okhai's remarkable journey, embodies the essence of Navratri that celebrates the power of women. It's a beacon of hope for women, showing that with the right support and vision, they can create a brighter, more self-reliant future.