Mumbai, 11th November 2008 – Now the Mumbaikars can adorn the indo ethnic look coming from rural artisan women! Hansiba, the premium flagship brand of STFC (Sewa Trade Facilitation Center) today launched its boutique at Napeansea Road, Mumbai. With the launch of this boutique Hansiba aims to capture the hottest fashion destination of the country.
The event was well attended by eminent personalities from all walks of life like Smt. Rajashree Birla, Chairperson of The Aditya Birla Centre for Community Initiatives and Rural Development, Smt. Elaben Bhatt, Founder of Self Employed Women’s Association (SEWA), Mr. Paul Folsmbee, Consul General of U.S.A., Leah Martin etc. Hansiba the brand of rural artisans has created a niche for itself by marrying age old embroidery techniques with modern designs and contemporary fashion. It signifies the rich embroideries, the traditional skill and heritage of the rural women artisans.
Commenting on the launch, Ms. Reema Nanavaty, Chairperson, STFC said, “We are elated to launch this boutique in Mumbai and we hope that it will be well accepted by the Mumbaikars. We at Hansiba work towards creating livelihood opportunities for the rural artisans of Gujarat, it is a brand created by them and they are the owners of the brand. Our goal is to create a market for the traditional skills by keeping alive the traditional embroideries and empowering the women associated with the brand”.
Spread across an area of 720 sq. ft, the boutique showcases the brands complete range, the product portfolio includes home furnishing items, apparels and accessories. Targeting contemporary women, the store also offers its exclusive “Varakh Collection” that includes designer sarees with halter neck cholis and matching jewellery.
According to Mr. Paul A. Folmsbee, Consulate General of the United States of America, “the opening of this facility is a testament to the quality of products SEWA offers. The organization is known for its contribution to enhancing the livelihoods of thousands of families. With this new outlet in Mumbai, SEWA has demonstrated a commitment to making taking their offerings to a new market and to make the organization even more sustainable. It is an honor to be a part of this next step for this change-making organization”.
Smt Rajashree Birla, Chairperson of The Aditya Birla Centre for Community Initiatives and Rural Development said “Hansiba is a great initiative to empower women. I have personally been to the Hansiba store in Ahmedabad. It is very impressive. The range, the quality and the innovativeness coupled with amazing creativity more than meets ones’ expectations. I believe we must encourage the Hansiba movement. I sincerely hope more of their stores open all over the country “.
Smt. Ela Bhatt said “So, SEWA women have arrived! Until you are in Bombay market, your entrepreneurial journey is not complete. ‘Hansiba’ on Napean Sea Road! The direct connection between the buyers of Mumbai and producers of Banaskantha is, indeed very significant in regenerating the local economy and ecology of the desert region of Kutch and Banaskantha. We have great hope from Mumbai community, who have always valued excellence in every field: film, business, art, industry, academics and other human qualities. Globalisation is associated with subcontracting chains and the informal artisans toiling in their homes remain at the bottom of the chain. I am confident that your support will keep thousands of deserts, poor women, self employed.”
According to the brand ambassador of Hansiba, Ms. Leah Martin, American Model “I have been a long done admirer of Hansiba creations and the work done by Sewa. There is a los of talent which needs to be explored in India. The apparels designed by Hansiba artisans have magnificent embroidery and unique qualities which will help them create a niche in the national and international market”.
According to Gauriben Brahmin master craftsperson and shareholder of STFC, “we had the traditional embroidery skills but Hansiba gave us a platform to showcase our creations at the national and international level. Till now we were present in Delhi and Ahmedabad and with this new store I am hopeful Hansiba will reach out to a larger audience as Mumbai is a commercial hub and there is huge potential for Gujarati traditional skills.”
