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Okhai-Brand Research
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OKHAI
Brand Research
Risa Jain
Saanika Nasta
Meenakshi Nair
Shreyas Saxena
ABOUT OKHAI
THE Okhai Story
The Okhamandal region of Gujarat has been home to many tribal cultures and nourished them from the very earliest periods of history.
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2
1
Ahirs
Vaghers
Rabaris
Tribes
How it began
Economic Benefits
Okhai gave these women to earn for themselves and their families. Okhai products offer contemporary designs, all reasonably priced.
Social
Benefits
1
Women's role in decision making.
2
agents of change.
3
Boasting their self-confidence.
4
respect from the family members.
5
balancing their family, social and work life.
1
monthly income of Rs 500 to Rs 11,000
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470 families are benefited
3
plans to reach over a 5,000 women
4
financially stable and self sustainable.
Karjobi art form of Babrala
jute culture from Haldia
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02
Preserving the culture and art
Okhamandal Art
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Saurashtra handicrafts at Mithapur
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Preserving the culture and art
Modern Tradition - A short feature on Okhai
WHY OKHAI ?
It visions of being a brand that symbolises empowerment of rural and semi-urban women while recognising and promoting traditional handicraft techniques that are in danger of dying out with increased industrial growth and rapid urbanisation.
ABOUT TCSRD
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’.
About TCSRD
growth of rural economy
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public education
4.
environmental protection
2.
7.
socio-economic development
5.
natural history
3.
natural resources
1.
Rural welfare
objectives
MITHAPUR
conserving and restoring the bio-diversity and coastal eco-system of the area.
Sevarthi Seva Samiti cluster’s incense cone enterprise
Production and sale of cotton bags
Mobile charger cluster
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04
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Dr. Bhimrao Ambedkar leather and rexine cluster
03
01
Jute cluster
Saptrangi bandhani cluster
Cluster Development
PRODUCTS
COST
CRAFTS
The various forms of artwork of Gujarat are Appliqué, Heer Bharat, Kathi and Bead Work. Of these, the Appliqué work symbolizes the integral part of the decorative needlework done in Okhamandal.
Applique
An appliqué is ornamental needlework in which pieces of fabric in different shapes and patterns are sewn or stuck onto a larger piece to form a picture or pattern.
Shibori
Shibori is a Japanese dyeing technique that typically involves folding, twisting or bunching cloth and binding it, then dyeing it in indigo.
white work
In drawn thread work and cutwork, the foundation fabric is cut away to create holes that are then embellished with embroidery, often with thread in the same color as the foundation fabric. When created with white thread on white linen or cotton, this work is collectively referred to as white work.
Tie-dye
Tie-dye can be used to create a wide variety of designs on fabric, from standard patterns such as the spiral, peace sign, diamond, and the marble effect to beautiful works of art.
Kantha
The traditional form of Kantha embroidery was done with soft dhotis and saris, with a simple running stitch along the edges.
Karzobi
It is a form of raized zari metallic thread embroidery created by sewing flat stitches on cotton padding.
Natural Dye
The majority of natural dyes are from plant sources—roots, berries, bark, leaves, and wood—and other biological sources such as fungi and lichens.
Chikankari
Chikankari is delicate and is artfully done on a variety of textile fabric like muslin, silk, chiffon, organza, net, etc
Banarasi weaving
With the migration of silk weavers from Gujarat during the famine of 1603, There are four main varieties of Banarasi, which includes pure silk (Katan), Organza (Kora) with Zari and silk; Georgette, and Shattir, and according to design process, they are divided into categories like, Jangla, Tanchoi, Vaskat, Cutwork, Tissue and Butidar.
Knitting
Mirror work is used on various fabrics such as georgette, crepe, cotton, silk, chiffon and many more which are then turned into attractive apparel and accessories ranging from apparels to home decor.
“Sheesha” or “Abhala Bharat” embroidery
Block Printng
Woodblock printing on textiles is the process of printing patterns on textiles, usually of linen, cotton or silk, by means of incised wooden blocks.
Product Range
RANGE
Jacket
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Women
Tops
Dresses
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02
Women
Poncho
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Skirts
04
Kurtis
01
Lowers
05
Cushion covers
Stars
02
03
Home Decor
DIY
04
Bed Covers
01
Home Decor
Bags
Stoles
03
02
Accessories
Duppatas
04
Jewellery
01
Rakhi
05
Accessories
Shirts
Ties
02
03
Men
Jacket
04
KurtAS
01
Men
Materials
MATERIALS
Handloom Silk
Cotton Fabric
Price Range
Rs. 200- Rs. 3,500
Size :- Xs- XXL
OTHERS
others
Honorary Trustee,
Okhai
Nagrechi Mahila Mandal SHG
Sales & Sourcing Head
Head - OKHAI
NUSRAT DAYAMAKUMAR
Ramiben Nangesh
KIRTI POONIA
OUR TRIBE
3
Monthly Income- Rs 500- Rs 1100
2
Factory Visits, Colors and Fashion Trends.
Special Training on Costings, Visual Merchandizing, and Designs
1
Offerings
Brand Competitor And Positioning
Brand positioning - Comparing competitor brands on the basis on their social and cultural responsibilty, engagement with the public and the artisans, price range of the products, and the brand's relevance in the market.
PEELI DORI
SAMPADA
ETHICUS
MOTHER EARTH
ETHICUS
+
3,500 - 42,500
Sarees and Stoles
Aims at making our heritage fashionable through product development and designs intervention.
uses organic home grown cotton for their products
Brand Positioning
Social Responsibility
Culturally Driven
Relevance
Engagement
Price Advantage
SAMPADA
+
350 - 5,000
Designed with passion, inspired by our culture and infused with vibrant colors that adorn nature
Kurtas, Kurta Sets, Dupattas, Pants, Caftans, Kurtis, Bed Covers, Dohars and Bangels
Brand Positioning
Price Advantage
Culturally Driven
Engagement
Relevance
Social Responsibility
MOTHER EARTH
+
500-2499
Its mission is to enhance and create secure artisan livelihood through socially, economically and environmentally sustainable.
Apparel, Gift & Decor, Natural Fiber,, Home Linen, Crockery, Accessories, Food
Brand Positioning
Relevance
Price Advantage
Culturally Driven
Engagement
Social Responsibility
PEELI DORI
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4,499- 13,999
To give every craftsman his due recognition, all the products of Peeli Dori comes with a tag telling the story of the artisan behind the making of it.
To get the craft culture of India compete with industrial products, in terms of finish and quality
Brand Positioning
Engagement
Culturally Driven
Social Responsibility
Relevance
Price Advantage
I Wish
Globalization of the brand concept/products : The brand could have a more global approach, by creating products that are a tad more westernized in shape and silhouette, but using crafts that the brands usually uses, in order to stay true to its ethos. It could also showcase itself on more platforms around the world, in order to grow its clientele.
Better brand communication : The brand’s social media could be worked with in a manner through which it could increase its social visibility, and social footfall. The brand communication to its target audience could be made more interactive to achieve the same.
Expanding their horizons in terms of crafts : The brand could diversify further and work with more crafts from the Western region of India, in order to expand their business, but also to stay true to their crafts boundaries.
Cohesive accessory design : The range of accessories created by the brand, could be more cohesive in terms of aesthetic and design, in order to make it look more like collections, rather than an assortment of the same. A larger variety in accessories could also be provided.