New Delhi :This International Women’s Day, Indya, an ethno-fusion brand founded by two women, introduces ‘She For She’, a campaign to encourage women empowerment. The initiative is supported by Goonj, a social enterprise that resonates with the aesthetics of Indya to nurture and inspire women to build their own future.
Goonj employs countless resilient women and helps them work their way towards empowerment. As a part of the ‘She For She’ campaign, the shoppers of Indya are gifted with an upcycled purse made by these women associated with Goonj. Majority of these women are from humble backgrounds or from families who lost their sole source of earning.These diligent women upcycle urban discard and skillfully craft it into usable products. The campaign aims to raise awareness about these creative women, acknowledge their efforts and help them in getting exposure to multifold opportunities, so as to earn a livelihood and build a secured future.
Most of the women associated with Goonj are involved in sorting, repairing, packaging and making of various upcycled products by putting their own creativity. Urban surplus material of all kinds that includes a myriad range of household items like clothes, utensils, shoes, blankets, school supplies and miscellaneous items are segregated in Goonj’s processing units. After sorting, the materials are arranged into various kinds of kits and are made reusable forthe people in need and disaster hit areas. The women at Goonj are also skilled to make cloth sanitary pads, traditional cloth quilt and a range of up-cycled handmade products from materials that are contributed to Goonj’s collection centers.
Tanvi Malik and Shivani Poddar,co-founders, Indya, share their views, “Indya is a brand for the women, by the women and of the women. This International Women’s Day, we are delighted to launch the campaign ‘She For She’ that promotes women empowering other women. Gifting this upcycled purse to our patrons is a way to recognize and value the potential of countless resilient women who are working their way towards empowerment. We are hopeful that this exercise helps these women to receive acknowledgement for their sterling efforts and takes them a step ahead towards abetter future”