The Indian unit of Italian fashion retailer United Colors of Benetton (UCB) has forged a tie-up with Devbhumi, a company owned primarily by rural women artisans from remote villages of Uttarakhand.
“DevBhumi Natural Products Producer Co. Ltd. is proud to be associated with United Colors of Benetton and appreciate the recognition and respect given to our artisans by them #UnitedByPurpose,” reads a Facebook post by the organisation.
The idea behind this association with the local organisation is to empower over 6,000 rural women artisans across India.
The tie-up between the two is aimed to bridge the gap between local artisans and global consumers. Lack of such platforms has made them (artisans) deprived of showcasing their craft to a wider range of consumers.
Under the partnership, skilled craftsmen will be given an opportunity to form a group and design special capsule collections for each season, starting with autumn/winter 2017.
The DevbhumixBenetton assortment will feature a limited edition of scarves.
“Money received from the sale of such products will be utilized for the development of artisans associated with Devbhumi,” said Sundeep Chugh, Managing Director and CEO, Benetton India Pvt. Ltd.