The new initiative tends to make its mark over media through #UnitedByPurpose which will work towards empowering woman artisans across India. The campaign is made in collaboration with Dev-Bhoomi, a registered company owned by rural women from remote villages in Uttarakhand working towards women empowerment.
The motive to run this campaign is to achieve and create an inspirational platform for local artisans living across India and bring their talent into lights. It aims to showcase their craft to a wider segment of consumers.
“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,” said Sundeep Chugh, Managing Director and CEO, Benetton India Pvt Ltd.