Diwali sirf roshniyon ka nahi, culture aur sustainability ko promote karne ka bhi mauka hai! Aaj ke fast fashion ke daur mein, hamare artisans aur unki kala ko support karna aur bhi zaroori ho gaya hai. Nazar Ya! ke saath iss Diwali, hum 5 sustainable brand dikhayenge jo desh ke rural artisans aur environment ko support karte hai. Kya aap bhi iss initiative mein shamil honge? Comment karke batayein!
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LifestyleTranscript
00:00Women, on average, wear clothes only 7 times and then discard them.
00:15Only 10% of the clothes that are donated to charities or thrift stores are sold.
00:20The rest goes to the landfill.
00:22Globalization has had a negative impact on the culture and industries of many Indian artisans.
00:28More than 50% of rural people still rely on natural resources and traditional knowledge for their needs.
00:35There are around 4000 traditional handicrafts and handloom clusters in India
00:40which employ more than 7 million artisans.
00:43Some estimates say that this number can reach up to 20 million.
00:47This sector is the largest employer after agriculture and also contributes significantly in exports.
00:53In 2021, they earned 35,000 crores.
00:57But the All India Handloom Census of 2019-20 states that
01:0266% of handloom weavers earn only Rs 5,000 or less than that.
01:06After COVID, e-commerce has seen a growth
01:09where 22% footwear and 55% mobile sales are online.
01:14But only 0.2% of handloom sales are online
01:18and less than 1% weavers sell online handicrafts.
01:22Diwali doesn't just mean light and sweets.
01:25It also means strengthening your relationships.
01:27This time, let's make this festival of happiness in a new color.
01:31In a color that makes our society even stronger.
01:35That's why in this episode of H2O Fashion, we will look at 5 brands
01:40that promote artisans and sustainability.
01:43Gulmehar
01:44This brand is trying to create a dignified livelihood for the waste picker women of Ghazipur, Delhi.
01:51They make eco-friendly products from discarded flowers, fabric waste and recycled paper.
01:56An average waste picker woman earns Rs 6,000 to Rs 8,000 per month there.
02:01But this comes at the cost of their health and safety.
02:05Gulmehar's aim is to improve the quality of life of those 350 waste picker households,
02:10empower them and show that a lot of value can be generated from waste materials.
02:16Majid Ahmed Mir is a master weaver.
02:19He weaves nature-inspired kani shawls and sozne embroidery shawls.
02:23His family has been doing this for 600 years.
02:26He supports 30 families with this project.
02:29Waseem Akhtar is a specialist in Banaras silk and mixed cotton suits and sarees.
02:33Ajay Jaiswal sells fine chikankari suits and lehengas.
02:37All these master weavers are associated with the Weaver Resource Bridge,
02:41which is a volunteer group of 6 women,
02:44helping artisans find buyers for their beautiful creations.
02:47Let's know a little more about these fabrics.
02:49Pashmina, which is known as soft gold.
02:52It is a luxurious fabric of Kashmir.
02:54The finest fabric is made of Pashm.
02:57It is famous for its warmth, lightness and elegance.
03:00With a weaving tradition that has been going on for 3000 years,
03:04Pashmina shawls and sarees have been loved by royalty and fashion lovers all over the world.
03:10Banarasi saree, which is made in Varanasi, is one of the finest sarees in India.
03:15It is known for its rich gold and silver brocade, intricate designs and finely woven silk.
03:21Its motifs like Kaalga, Bel, Jhallar and Meena work make it a favorite of brides and special occasions.
03:28The art of Banarasi weaving has been going on since the Mughal period and is still thriving today.
03:34Chikankari is a traditional hand embroidery technique of Lucknow.
03:39It is associated with the Mughal era, which was introduced by Jahangir's wife Noor Jahan.
03:44This needlework, derived from Persian word Chikin, creates delicate patterns.
03:48And this entire work is done by hand.
03:50This art is even more flourishing in Nawabs of Awadh.
03:54And even today, it is the main source of income for thousands of artisans in Lucknow,
03:58who are bringing new innovations while maintaining their heritage.
04:01Now let's talk about other brands.
04:06This brand works with more than 2000 artisans across Andhra Pradesh, Bihar, Puducherry and Ladakh.
04:13Here you will get everything from dhuris, oil lamps and piggy banks.
04:21Keshav Kutir is helping tribal artisans and farmers by buying bamboo from them.
04:26He has trained more than 300 tribal artists from 10 villages to make bamboo products.
04:32In Diwali, his bamboo lanterns are the most popular.
04:35If you want miniatures, trays or table lamps, do contact him.
04:44He saw the exploitation and pollution of the fashion industry.
04:47And he became the leader of Zero Waste Fashion.
04:50Since 2012, his brand is creating unique garments from unused sarees and women's wardrobes.
04:55Like Sherwani made from Tussar Curtain.
04:58His Send Us Your Saree project encourages women to transform their unused sarees into stylish garments.
05:04Srinagar Lift is also giving scholarships and fees rebates to those students who belong to artisan families.
05:11Imagine, if all of us and government institutions support our artisans,
05:16their Diwali will be filled with so much light.
05:19If you have ever bought from an organization that uplifts artisans,
05:24do let us know their name in the comments.
05:27We wish you a very happy Diwali.
05:30See you soon.