Finding their form

Women empowerment

As part of a self-help group in the drought prone area of Gujarat’s Mithapur town (Okhamandal), Rami Ben was introduced to a group of women who used their appliqué and embroidery skills to make products including ethnic clothing and accessories. Since then, there has been no looking back for Rami.

Trained in making appliqué patterns under the brand name of ‘Okhai’, an artisan-led fashion and lifestyle label that designs, manufactures and retails handcrafted work wear for women, Rami has now been earning an income of approximately Rs 5,000 per month.

“I joined Okhai in 2001. Appliqué work has been in our blood. Each woman inherits such traditional skills of making exquisite handicrafts from her mother in this region, and that is what has made us sustain ourselves. In fact, it has given me my identity,” says the 36-year-old.

As the master craftsperson of the initiative, her work also made her the face of the label. Rami has been organising and motivating women from her tribe Rabari and also Ahirs, Charan and other communities inhabiting the area, to use their craft to earn a livelihood and be financially independent.

Talking about her initial years, Rami says, “Convincing women who had never stepped out of their home was a challenge. How do you explain the benefits of financial independence to someone who has been completely dependent on a male figure all her life?” recounts Rami, adding that it was even tougher to set examples and prove to the male members in the artisans’ families.

Making use of their skills in mirror work, patchwork and embroidery, the label comprises ethnic clothing including kurtis, stoles and also home décor products.

“Earlier we used to make products for our own use and as part of our rituals and ceremonial ensembles. But now we make them for everyone. The change in thinking took time but now each one of us is respected besides being independent,” she tells Metrolife.

Guided by a full-time designer, more than 450 artisans are involved in creating the pieces.
To further enhance their knowledge and make them aware about the changing consumer demands and trends, regular visits to exhibitions and bazaars are also organised.

“New designs and patterns are coming up and it becomes necessary to upgrade our knowledge while being true to our traditions,” mentions Rami, who is fluent in Hindi and understands English as well. So what’s next? “Right now, we have a presence in Ahmedabad, Kolkata, Chennai, Pune, Mumbai, Delhi, Bengaluru, among other cities. But I want to take the label across India,” she says.