Hansiba, the flagship brand of a prominent Gujarat women's self-help organisation, Thursday unveiled its herbal dyes and organic cotton based collection "Varakh", saying it would preserve the traditional skills of artisans.
This new collection of the SEWA Trade Facilitation Centre (STFC) is eco-friendly and the thread used for making the clothes is vegetable dyed. The embellishments are biodegradable, the organisation said.
Gauriben Brahmin, master craftsperson STFC, said: "We had traditional embroidery skills and these have been polished by this brand.
"We are now able to preserve our traditional skills, improve our livelihood and quality of life," she added.
The STFC is an arm of the Ahmedabad-based Self-Employed Women's Association (SEWA) that has been universally lauded for the manner in which it has been able to empower women across the country, particularly those in the rural areas.
"We have been aiming to give direct income in the hands of the artisans who are the real owners of this (new) brand," STFC chairperson Reema Nanavaty said.
"In this manner, rural artisans will also benefit from India's economic growth," she added.
The "Varakh" collection includes evening wear and saris and is inspired by Gujarat's traditional embroidery. It is available at Hansiba boutiques in Delhi and Ahmedabad.