Step into any half-decent mall in a metro city and you will spot an H&M here and a Zara there, the chic ensembles are appealing. But then suddenly an image pops into your mind, of a 10-year-old sitting behind the rusty remains of a sewing machine stuffed into a dingy room full of other children. 

At a time when Shein is shining more than ever, some Indian women have come together to beat fast fashion in its own race.

Driven by the passion and talent of rural women, Okhai has emerged as a transformative force in the Indian fashion industry. What began with a small group of artisans from Gujarat has now flourished to include 30,000 artisans. 

It began in the 1990s when, a devastating drought crippled the tribal community in Gujrat's Okhamandal Region, decimating their primary livelihood—agriculture. 

Amidst the adversity, Ramiben, a resilient craftswoman from the village of Arambhada, emerged as a beacon of hope. She spearheaded a transformative initiative to uplift and sustain struggling families, turning dire circumstances into a catalyst for change. A skilled artisan herself, Ramiben, allied support and, with the backing of corporate assistance, established Okhai.

See Also: How An Empty Refrigerator Inspired This Indian American To Build An $8B Firm

Okhai was launched by the Tata Chemicals Society for Rural Development (TCSRD). It has played a crucial role in providing vital entrepreneurial training to self-help group members in the village. But the story of its success lies in how this NGO turned into a full-fledged e-commerce business. 

On the other side was Kirti Poonia who had been working with the Tata Group since 2007.  As a part of the company's leadership programme, Poonia travelled to Mithapur where Okhai was launched. Upon encountering these women who took immense pride in their work, Poonia knew this was her calling. She chose to fully dedicate herself to Okhai and assumed the role of Head of the organization.

In 2015, the brand's website was launched under Poonia's leadership. Over time, the brand gained more prominence after being listed on platforms such as Tata Cliq, Amazon, and Nykaa among others.

But no success story goes without its fair share of roadblocks. In 2020, at the pandemic’s peak, several orders were cancelled and sales went down to zero, Poonia told Yourstory. "I knew of several artisans who had about 400 bed covers in stock but no food to put on the table," she narrated.

But gradually, Okhai triumphed over its worst days too and today it stands as a testament to women's entrepreneurial spirit.

Read Next: How A School Drop-Out Went On To Build A Business That Rakes In ₹500 Cr In Revenue