Diwali shopping is at its peak. Online portals are competing for your attention. Malls have reopened with sales of the century. Fashion designers are rolling out the red carpet now that they are back in business. However, we recommend going local for your 2020 festive shopping. Patronise small businesses selling handmade clothes, which are Made in India, of course.
Show solidarity for the Indian government and Prime Minister Narendra Modi’s Vocal for Local campaign. Rather than splurging on big brands and international brands, look for local brands, manufacturing and supply chains. This is the only way the vision of Atmanirbhar Bharat will come true in the post-COVID era.
3 Ways to Dress Local
Taking the Vocal for Local mantra to a higher level are movements supporting local weavers, artisans and tailors. Social enterprises like Women on Wings and Tata Trusts initiative Antaran cut out the middlemen and help artisans and craftspeople get a fair price for their labour of love. This Diwali, shop at such places and dress local in style.
1. CRO Ikat
22-year-old Chittranjan Patra from Odisha is keeping the disappearing art of bandha alive with his little brand CRO Ikat that brings out beautiful handwoven sarees, dupattas and women’s clothing. His father was a master of the Bandha technique in his village but dissuaded Chittranjan from pursuing the craft because he didn’t see a future in it. Instead, he encouraged him to pursue an education. However, he died prematurely and Chittranjan’s mother was left to bring up the kids by herself.
Little Chittranjan made Bandha ikat to financially support the house while simultaneously doing a formal ITI course. He started working at a spinning mill plant in Gujarat but came back after Tata Trusts started the Antaran initiative. Their support has led to his own clothing finding buyers online and offline.
2. Zaina by CtoK
