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India:SEWA thru designer garments |
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2004-9-3
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Gujarat based Self Employed Women''s Association (SEWA - also meaning Service) has been providing yeoman services for the economic upliftment of women. It is soon to launch its own apparel brand under the project Vastralaya.
Brainchild of Magsaysay Awards winner Ela Bhatt, SEWA an NGO, will hit markets in India and abroad, early next year.
The brand name for the designer garments is undecided, however manufacturing would begin by December. Workshed would be set up in the compound of one of the closed textile mill near Kalupur.
"The brand will be launched sometime in January. We have hired Accenture, a consulting company, which will conduct a market survey. They will provide us with details regarding market needs, targets, prospective retailers," says Reema Nanavaty, director of Economic Development Authority.
SEWA has plans to spend up to Rs 25 crore on this project keeping in focus on its primary aim to strengthen the rural economy. With almost two-third of its members hailing from rural areas, SEWA plans to develop Vastralaya as a sustainable livelihood and value chain for producers and artisans at grass-root level.
Through this project SEWA plans to promote itself as a corporate entity.
"We will try to meet the demands of mainstream business and match the standards of globalisation. Our image will highlight the creativity and richness of the artisans’ work," says Nanavaty.
The employment potential is expected to touch over 37,000 households across the State. Covering small marginal farmers from the cotton cultivation stage to persons working on spinning, weaving, dyeing, fabric-making, stitching — would all be a part of its valued manufacturing chain.
About 220 members have already been trained while master craftswomen, who will supervise this process.
The manufacturing chain involves sending garments to craftswomen in rural areas of Kutch and Patan. SEWA has on rolls 15,000 expert crafts women possessing embroidery, block-printing and other such skills.
On the marketing front, retail outlets of major stores like Big Bazaar and Pantaloon have been lined up. |
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