The Tata group’s e-commerce venture, TataCLiQ.com has tied up with Okhai – that sells products created by rural artisans from Okhamandal region of Gujarat.

The exclusive partnership will allow the handicraft brand to sell products including apparel, home decor products and accessories nationally.

“Through our partnership with Okhai, we aim to take their story to a wide array of customers across India and showcase their craftsmanship and entrepreneurial spirit,” Prathyusha Agarwal, marketing head, TataCLiQ said.

As a non-profit organisation, Okhai’s focus is on women empowerment and has over 500 rural artisans are involved with the programme. The brand expects to reach 5,000 people over the next five years.