The Okhai story

The Okhai brand, launched by the Tata Chemicals Society for Rural Development, is promoting handicrafts of Gujarat, Uttar Pradesh and West Bengal, and in the process empowering rural women with livelihoods

Okhamandal region of Gujarat has been home to many tribal cultures and nourished them from the earliest periods of history. The stark monotony of the arid landscapes in this region is relieved by the bright shades in the handicrafts made by the tribal women belonging to tribes like the Rabaris, Vaghers and Ahirs. The most prominent tribe here, the Rabaris, are a semi-nomadic tribe, known for their survival and adaptation in arid regions of Gujarat and Rajasthan — pursuing a pre-agrarian, pastoral lifestyle found mainly in the Kutch and Saurashtra regions of Gujarat. The Rabaris today lead a quaint, colourful and rugged lifestyle, which finds a manifestation in the embroidery and crafts made by them.

The motifs of their old-world custom are replicated in the intricate embroidery patterns. The objects that they embroider highlight important events, rites, rituals and values in their lives. Rabari girls traditionally embroider blouses, skirts, veils, wall hangings, pillows, purses, etc. It is only recently that this form of art has found its way to the commercial market. The various forms of artwork of Gujarat are appliqué, heer bharat, kathi and bead work. Of these, appliqué work symbolises the integral part of the decorative needlework done in Okhamandal. It is based on patchwork, in which pieces of coloured and patterned fabric are finely cut in different sizes and shapes and sewn together on a plain background to form a composite piece.

How it began
Tata Chemicals Society for Rural Development (TCSRD) has played a pioneering role in promoting the Saurashtra handicrafts at Mithapur, karjobi at Babrala and jute craft at Haldia under one brand, ‘Okhai’. The members of the self-help groups formed by TCSRD are the backbone of this handicrafts project as they themselves are involved in developing and promoting their native craft.

Tata Chemicals Society for Rural Development (TCSRD) has played a pioneering role in promoting the Saurashtra handicrafts at Mithapur, karjobi at Babrala and jute craft at Haldia under one brand, ‘Okhai’. The members of the self-help groups formed by TCSRD are the backbone of this handicrafts project as they themselves are involved in developing and promoting their native craft.

Economic benefits

  • Artisans are earning a monthly income of Rs500 to Rs11,000 depending on the hours they work at home or the centre, their skill level and design difficulty. The idea is to ensure that the women can work at their pace and in their homes while managing their households.
  • Around 470 families benefited from this rise in income levels. With the average family size in Okhamandal being seven to eight members, Okhai has helped improve the economic condition of around 3,200 people directly.
  • Okhai plans to reach over 5,000 women over a span of five years, which means it would potentially affect 8,000-10,000 people. This means a substantial population of Okhamandal would directly benefit from Okhai.
  • With improved skills and enhanced capabilities, Okhai has helped the rural women of Okhamandal to become financially stable and self-sustainable.

Social benefits

  • Women's role in decision making, both at home and in their village, has increased, as they have become financially independent.
  • They have become agents of change in the village.
  • Various exposure visits to related work sites have increased their outlook on life. It has boosted their self-confidence.
  • The outlook of the villagers towards their women has undergone a major change. They get more respect from family members as well as from members of their village.
  • As women get work at their doorstep, they are in a better position to balance their family, social and work life. They can devote time for their household chores as well as take care of the family while working from home. Okhai has successfully enhanced as well as helped to maintain the social fabric of the village.

Preserving culture and art
Over the years, Okhai has expanded its reach to bring more rural communities into its fold. Saurashtra handicrafts at Mithapur (Gujarat), the rich traditions of the karjobi art form of Babrala (Uttar Pradesh) and jute culture in Haldia (West Bengal) are very special since they depict the culture of their respective regions. The local folk have inherited it from their forefathers. In the absence of any incentives to continue the art, these communities were not in a position to promote it among future generations. With time, the unique art would have been lost to the world. With Okhai stepping in, the fear of these art forms dying an unnatural death has been curbed. Okhai strives to save their identity from getting lost in the long run.

Okhai continues its march towards fulfilling its vision of being a brand that symbolises empowerment of rural / semi urban women and at the same time recognises and promotes dying handicrafts of various regions.