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 has joined the Tata CLiQ C.A.M.E.L. crew– that’s Certified Authentic Merchandise, 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 handmade 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 the working women. The partnership will deliver a range of homespun contemporary apparel and accessories which protect the traditional crafts of mirror work, embroidery and applique.This alliance takes the total number of brand to 1000+ on Tata CLiQ where customers will be able to access the curated range .
Speaking on the partnership, 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.”
“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. The partnership with Tata CLiQ will be instrumental in creating more awareness about traditional crafts and culture” added Kirti Poonia, Head, Okhai.