The initiative is by vogue brand United Colours of Benetton, in partnership with Devbhumi, a registered firm owned by rural women from distant villages in Uttarakhand.
By this, they aspire to create a platform for native artisans throughout India for them to showcase their craft to a wider phase of shoppers, stated an announcement.
Every season will witness collaborations with teams and communities of expert craftspersons to launch particular capsule collections underneath the initiative, commencing with Autumn/Winter 2017.
The DevbhumixBenetton assortment features restricted version of scarves.
"By the affiliation with Devbhumi, we goal at empowering women from Uttarakhand villages, whereby the cash from every buy shall go in the direction of the event of those 6,000 plus women working with Devbhumi," stated Sundeep Chugh, Managing Director and CEO, Benetton India Pvt Ltd.