Shine brighter as you light diyas in someone else’s life with SEWA’s new collection

“Apni chaukhat ka diya, giving light to neighbour’s house,"

This adorable dialogue from Ashutosh Gowariker’s film Swades particularly resonates with me and reminds me of Diwali, for it is only when we spread light in the lives of others, do we truly celebrate the festival.?

This festive season you can make a difference in the lives of others by buying exquisite, local, handcrafted apparel that weave in them not only the rich legacy of India’s traditional textiles, but also the story of the artisan’s hard work and thirst for independence and self-respect.

Self Employed Women’s Association (SEWA), a member based organisation, that empowers 2.1 million women offers you just this opportunity.

By working at the grassroots with women who traditionally would not have stepped out of the house, the SEWA model has given these women a safe space to practice the art, earn their own livelihood and become leaders in their own right.

SEWA’s values of self-reliance and full employment has been the turning point in the lives of many a woman.?The SEWA Trade Facilitation Centre (STFC) established in May 2003 as a business organization of artisan women members of SEWA. It is a company owned and managed by 15,000 handicraft artisan women from the districts of Kutch, Patan, and Banaskantha in Gujarat. All of these women, use their own traditional knowledge as well as the skills imparted by SEWA to create beautiful apparels, accessories and home furnishings. Today, they make garments for renowned designers like Anita Dongre and others.

For these women, there’s nothing sweeter than success meeting hard work. No one knows’ this better than 50 year old Moongiba Ben from the Durbar Community belonging to Jakhau village, Kutch, Gujarat. Over the past two decades she has seen the change slowly seep into the daily lives of women after SEWA saw talent of women like her and empowered them to earn their own livelihood, through the art that is passed down from mother to daughter in these regions.

What’s especially exciting is that the younger generation of women working with SEWA now want to integrate technology into traditional businesses. Change is not only limited to the use of smartphones, these younger women are now also getting to decide when they will marry.

So when you buy their goods, you’re not only buying clothes but you’re helping these women live lives of dignity, self-respect and independence.

This Diwali, these incredibly brave and talented women have launched a stunning new collection: Shakti.?Coming back to Gowariker saab’s dialogue, as you light up your house for Diwali, also spread the light in someone else’s house. Do embrace their art, and reward their hard work, while you shine this Diwali in their handcrafted garments!

Make your selection here:?https://bit.ly/3yVoXE8 /?https://bit.ly/3sghBal

Tho yeh Diwali naye vastra hi nahi, nayi soch bhi lao. Videshi chodho, desi apnao!