An initiative by Tata Chemicals Society for Rural Development (TCSRD)

OKHAI – Magical Hands! Mystical Colors! A brand created & promoted by Tata Chemicals
Society for Rural Development (TCSRD) with the aim of generating employment in rural areas,
opens its nationwide first retail outlet at Himalaya Mall, Drive-in Road, Ahmadabad. The
‘Okhai’ retail outlet was inaugurated by Honorable Shri. Saurabhbhai Patel - Minister of State
for Finance, Energy, Industry and Petrochemicals. Dr. Arup Basu, COO – Chemicals, Tata
Chemicals Limited & Mr. Ashvini Hiran, COO - Consumer Products Business, Tata Chemicals
Limited were also present at the occasion.

The Okhamandal region in Gujarat is a drought prone area, where handicrafts have been
identified as a promising means of generating livelihood for hundreds of women of this area.
TCSRD has taken a revolutionary initiative by forming Self Help Groups (SHGs) in the villages
of Okhamandal region and the members of these groups are involved in handicrafts production.
At present, hundreds of women are benefiting from this programme. The handicrafts made by
these women are promoted under the brand name ‘Okhai’.

The region of Gujarat has been home to many a tribal culture and has nourished them from the
earliest known periods of history. The stark monotony of the arid landscape in this region is
relieved by the bright shades of handicrafts made by the tribal women. Specifically,
the Okhamandal Taluka is home to more than 200 Self Help Groups (SHGs) of men and
women. It is from these communities that the handicraft under the “Okhai” brand name has been
created with the support and guidance of TCSRD (Tata Chemicals Society for Rural
Development).

The Self Help Groups in Okhamandal Taluka mainly comprise of the Rabaris, Vagher 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 life which finds a manifestation in the embroidery and crafts made
by them.
The TCSRD centre employs the skills of about 200 Rabari women from the various Okhamanda
villages and a team of trained tailors. The various products made in Okhai include apparels,
accessories and handicrafts. The handicrafts workforce is guided by a full time designer to
translate the traditional products into those that are in consonance with the current fashion trends.
These products are sold at retail showrooms in Mithapur and Ahemdabad. The products are an
amalgamation of the traditional art form of the Tribal Women and the designs of the designer.
As their website puts its, “The Okhai brand has become a powerful statement by the women of
Okhamandal villages over the years. A statement that empowers them, a statement that gives
them and the region an identity, a statement that make people notice this beautiful form of art
and patronize it.”

Speaking on the occasion, Dr. Arup Basu, COO – Chemicals, Tata Chemicals Limited, said, “We
are delighted to launch the first ‘Okhai’ retail outlet in Ahmedabad. The opening of this retail
outlet is a step towards our dream of a prosperous rural Gujarat. This initiative is an
amalgamation of Rural & Urban India – a platform to bring the products of rural craftsmanship
to a growing city like Ahmedabad,.”
“Tata Chemicals realizes the need for women empowerment at the grass root level and has been
continuously facilitating them with various initiatives for the development of self, family and
society. And with ‘Okhai’, we have been successful in making a remarkable difference in the
lives of rural women. It has not only helped the rural women earn better livelihood, but has also
spread awareness about the traditional crafts of the region. Thus, helping us preserve a rich part
of our national cultural heritage for generations to come”, Said Ms. Alka Talwar, Head
Community Development, Tata Chemicals Limited.

Women of Okhamandal are endowed with the talent and traditional skills to make exquisite
handicrafts in the typical Okhamandal style. The custom of producing traditional handicrafts for
ceremonial functions is widely prevalent amongst the tribes like the Ahirs, the Rabari, the
Charan, and communities like the Lohana and Harijan. Mirror work, patchwork, embroidery and
appliqué work are all a vibrant expression of their way of life, their rituals and their legends.
Thus, handicrafts were identified as a promising means of generating livelihood for hundreds of
women in the area.
About Tata Chemicals Society for Rural Development (TCSRD)

Tata Chemicals Limited (TCL) set up the Tata Chemicals Society for Rural Development
(TCSRD) in 1980 to promote its social objectives for the communities in and around Mithapur,
where its facility is located. This service was further extended to the communities in and around
its Babrala and Haldia facilities.
The Society works to protect and nurture the rural populations in and around TCL's facilities,
and helps people achieve self-sufficiency in natural resource management, livelihood support
and the building of health and education infrastructure.

Taking into account the different geographical spread of the three regions and their individual
subcultures, different agricultural, economic and development programmes have been
implemented in these regions.

Tata Chemicals Limited was one of the first organizations to hold an Impact camp, which was
held at Mithapur in the year 1982, providing eye care to hundreds of patients at the Mithapur
Hospital. Tata Chemicals Limited was also the first organization to run world’s first hospital on
wheels – the Life Line Express, through Jamnagar district for the first time between November
21, 2004 and December 21, 2004.The Society works to protect and nurture the rural populations
in and around TCL's facilities, and helps people achieve self-sufficiency in natural resource
management, livelihood support and the building of health and education infrastructure.

Read on for the wonderful stories of the empowered women

Laxmi Bhara
Our chief designer
Laxmi Ben is an active member of Okhai. She has been associated with the Handicrafts project
since the last 8 years. Her skills in designing and color patterns were identified by project
functionaries who helped her become an expert in designing. Now Laxmi Ben earns an income
of Rs 1500- 2000 per month through designing and cutting of handicrafts products. 
Having her own Pucca house at Arambhda gives Laxmi Ben an immense sense of satisfaction.
And she says with pride that she pays the interest for the loan she took from the SHG for
building the house. With the income earned from the handicraft project, Laxmi Ben saves
enough to pay the loan. She also manages to pay for her children's education apart from helping
her husband with managing the household ration.

Rami Dula Nangesh

Empowerment personified
The story is not only of Rami Ben, but also of many others like her who exemplify the true spirit
of Okhai.Rami Ben has been an active member of the Okhai family since years. Her day starts at
5 in the morning. Quickly finishing off her household tasks, she marches towards the Okhai
centre at Mithapur.There she joins a team of other 10 Okhai members who contribute their skills
towards product designing and development.She has been actively contributing towards product
development by introducing new designs. Earning an income of Rs 2500 per month, Rami Ben
has started making her own house. She took a loan of Rs 50,000 from her Self Help Group. With
the income from Okhai, she plans to repay the loan. The illimitable energy levels of Rami Ben
were also reflected on the International Women’s Day celebrations. She not only hosted the
event in great style, but also motivated the participants with her great wit, which was always
accompanied by a message. 
Rami Ben enthusiastically promotes the concept of Okhai among new SHG members. Her
positive attitude towards work has made her a brand ambassador of Okhai in the villages. A true
achievement indeed.

Khatija Sanghar 
Charting her own destiny
Her association with Okhai dates back to the days when Okhai was just learning to walk.Khatija
Ben is the oldest member with the Okhai team and she is proud to have seen Okhai move from
one stage to another.She is proud to be the head of Roshni Mahila Mandal, which got the best
SHG award from Okhai on World Rural Women’s Day, also celebrated as Okhai Day.She has
been instrumental in making this Mandal what it is today. She is the one who inspires women to
make the best quality handicrafts and gets in discipline in the Mandal in terms of timely delivery
of products.Khatija Ben is a single parent of her only child. And the only earning member of the
family. She comes down to the Okhai center at Mithapur every day. She is responsible for
preparing working kits for the Okhai members at the village level. She ensures that each kit is
prepared well containing the fabric, thread, mirrors etc. She is also the in charge for quality
control at the centre. Be it raw materials or the finished goods, she ensures that it passes the
quality parameters of Okhai.Khatija Ben earns a monthly income of Rs 2500 and with this she is
able to take care of her household expenses and her child’s education.