United Colors of Benetton (UCB) India has taken up a new initiative # UnitedByPurpose in partnership with Devbhumi, a registered company owned by rural women from remote villages in Uttarakhand. It aims to empower over 6,000 rural women artisans across India to showcase their craft to a wider segment of consumers, official sources said.
Every season will witness collaborations with different groups and communities of skilled craftspersons to launch special capsule collections under the initiative by UCB. They have started with Autumn/Winter 2017 season. The Limited edition of scarves gets featured in the DevbhumixBenetton collection.
Sundeep Chugh, Managing Director and CEO, Benetton India Pvt Ltd said, “Through the association with Devbhumi, we aim at empowering women from Uttarakhand villages, wherein the money from each purchase shall go towards the development of these 6,000 plus women working with Devbhumi.”
“The entire production value chain for the scarves is taking place within the Uttarakhand Himalayas,” Jack Croucher, founder of Devbhumi, said.
– Apparel and Textile News, Apparel Talk, Indian Apparel
