Usha International Limited launches sustainable fashion label ‘Usha Silai’ exclusively at OGAAN

New Delhi, 21st April’18: Starting today, Usha Silai, the sustainable fashion label launched by Usha International Limited, one of India’s leading consumer durables company, in consultation with IMG Reliance, will be exclusively available at one of India’s pioneering multi brand fashion address OGAAN, at their Malcha Marg store in New Delhi.

Usha Silailabel is more than just a brand; it is a movement to eliminate genderdisparity, and mainstream rural women into the world of high street fashiongarment construction thereby multiplying their earning potential manifold. TheUsha Silai collection will have tags crediting the rural women and Usha’sintent is to fairly share the revenue with the ladies who have stitched thesegarments. The brand strives to create a skilled workpool comprising rural womenwho can create clothes and accessories that can feed into the urban fashionmarket. It not only gives each of them a chance to become a successfulentrepreneur, by learning, creating, and teaching others, but also reverses themigration trends in the rural areas by allowing them to work from where they are.Along with financial growth, creating garments for Usha Silai label alsopositively impacts their socio-cultural standing within their own communities. 

The firstcollection under the Usha Silai label (#UshaSilai) has been created byrural women in four clusters under the mentorship of designers who understandthe local ethos, and have imbued the collection with their unique take on thesensitivities of the region. Designers Amit and Richard Pandav, SayantanSarkar, Soham Dave, and Sreejith Jeevan, worked with local womenfrom Usha Silai Schools in the Rajasthan, Bengal, Gujarat, and Puducherryclusters, respectively. The resulting ensembles – a glimpse of which wasshowcased at a special show on Sustainable Fashion Day during the Lakmé FashionWeek Summer/Resort in February 2018 – are innovative and contemporary, anduphold the essence of the region.  

This launchunderscores the commitment Usha International made in 2011 when it inceptedUsha Silai Schools with the intent to empower women at the bottom of thepyramid. Today, seven years later, marks a milestone event in the journeyof these women who have honed their skills to have their garments findrack-space among toniest high-street fashion brands catapulting them into thelimelight. 

Usha Internationalin partnership with 58 NGO partners and 14 corporate/institutional partners,runs over 16,646 Usha Silai Schools pan India today. Over 3,18,000 women havecompleted their course from these Silai Schools and nearly 14,000 womencontinue to learn and hone their sewing skills every day at these schools. Thewomen, on an average have started earning Rs.1800/- per month, with the highestearning going up to Rs. 45,000/- per month.

Dr. PriyaSomaiya, Executive Director, Usha Social Services said, “We are delighted tolaunch Label Usha Silai at the OGAAN stores. The collaboration with OGAAN willhelp the skilled rural artisans showcase their exquisite craftsmanship at aglobal level. We, at Usha Silai, are committed to being the catalyst of changeand will continue to nourish local artisans and craftsmanship at the grassrootslevel.”

JaspreetChandok, Head of Fashion, IMG Reliance said, #ReimagineFashion is a powerfulnarrative of empowerment and inclusivity in fashion. It establishes theprinciple that for Indian fashion to be forward, it needs to think local andleverage human potential at the grassroots level for the development of a sustainablelivelihood. We are honored to partner with Usha International for thisinitiative. After a fabulous curtain raiser of the Usha Silai Label onSustainable Fashion Day at Lakme Fashion Week Summer Resort 2018, we are nowdelighted to partner for its retail launch at OGAAN.”

AashtiBhartia, Director, OGAAN, “The Usha Silai initiative very much resonates with our ethos atOGAAN — we work with designers that use Indian textiles and techniques andmarry them with great design and a modern sensibility. This is the first timethey’ve invited designers to collaborate and it is a great step for the UshaSilai school women. The designers have been well chosen; Soham Dave, Amit andRichard, are names we already work with at OGAAN. It’s an inspiring, ambitiousinitiative for a company like Usha to take forward, and we’re excited to be theretail partners for it.”


  (0)   Comment