Tata Power's Anokha Dhaaga Sell 2K Eco-friendly Rakhis As Mumbaikars Make Sustainable Choices 

Mumbai, Aug 20, 2024: Tata Power's Anokha Dhaaga initiative has marked a significant milestone this Raksha Bandhan, with 30 women artisans from its Trombay Centre generating income by selling about 2,000 eco-friendly Rakhis across Mumbai. 

This success highlights a growing trend among Mumbaikars who are increasingly embracing small yet sustainable choices in their daily lives. Anokha Dhaaga, the flagship program of Tata Power that focuses on empowering women through skill development and entrepreneurship capacities in sustainable crafts, enabled these women to create and market a distinctive collection of Rakhis made from coconut shells, wooden buttons, and beads. Trained at the Anokha Dhaaga Trombay center, these women conceptualised and designed Rakhis that are not only aesthetically pleasing but also reflect the initiative’s commitment to environmental sustainability.

Beyond the environmental impact, Anokha Dhaaga focuses on empowering women economically. Through the sale of Rakhis and other handcrafted products, women artisans are generating a supportable income. These ‘Anokhi Rakhis’ made by Anokha Dhaaga women have gained popularity not only within the Tata Group of companies but also among the broader Mumbai community. In addition to the eco-friendly options, Anokha Dhaaga also offers traditional Kundan Rakhis and innovative Macrame Bracelet Rakhis to cater to diverse preferences.

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While Rakhis took center stage this festive season, Anokha Dhaaga's impact extends far beyond. The program offers a wide range of products, including home décor, corporate gifts, artisanal clothing, and handmade collections. Tata Power provides training in various art forms such as block printing, sewing, designing, and painting, enabling these women to develop and market a wide range of livelihood-enhancing products. These products are marketed through various channels, including collaborations, exhibitions, and partnerships with self-help groups (SHGs) and community-based organizations (CBOs). Looking ahead, Anokha Dhaaga aims to expand its product line to include premium items targeting international markets. The initiative also plans to create a range of corporate gifts made from recycled materials, further strengthening its commitment to sustainability.

Since April 2024, the Anokha Dhaaga Trombay center has successfully fulfilled over 30 B2B orders, generating a turnover of Rs 15 lakhs—a demonstration to the program's potential for economic growth. In the last financial year, these skilled women collectively generated a remarkable Rs 56 lakhs in revenue, highlighting the sustained impact of their efforts.

To date, Tata Power's Anokha Dhaaga has empowered over 25,000 semi-skilled and unskilled women across 18 locations in 8 states. These women have witnessed a significant improvement in their livelihoods, with earning potential ranging from Rs 5,000 to Rs 15,000 per month. The program's focus extends to both rural and urban communities, ensuring inclusive development. Customers can contribute to this empowering journey by purchasing Anokha Dhaaga products. Every purchase supports the livelihoods of women artisans and promotes sustainable practices.