Okhai - About The Brand

About the Brand
From the very earliest times of history, the Gujarat region of Okhamandal has served as the
home and source of various tribal cultures. Bright colors used in the handicrafts created by
the indigenous women in this area break up the stark monotony of the area's desert terrain.
The complex needlework patterns reflect the motifs of their ancient ritual. Their embroideries
serve as a reminder of significant occasions, rites, and rituals as well as values.
It was essential to give the rural women of Okhamandal a means of subsistence because there
were no other significant opportunities for them to earn money. Okhai gets its name from
Okhamandal, a region in the Jamnagar district where Tata Chemicals established its
operations in 1939 as a soda ash producer. The company's social development division, the
Tata Chemicals Society for Rural Development (TCSRD), officially launched the brand in
2002. In 2008, the Okhai Centre for Empowerment, a trust with craftsmen as members, was
registered. Over time, Okhai has developed to the point where it can now be a successful and
long-lasting company. The lift-off has been powered in large part by contemporary marketing
tools and procedures.
Kirti Poonia, Owner of Okhai, started with 350 women in Gujarat and today this initiative
currently supports around 2300 rural craftsmen, with a target of 5,000 in the following five
years. The goal of Okhai is to empower women from underprivileged backgrounds by
encouraging them to learn new skills, giving them the self-confidence and self-esteem they
need to succeed through hard work and initiative, and empowering them to use their newly
acquired knowledge and confidence in more social settings. These ladies had the opportunity
to work and provide for their families because of Okhai.
Established in 2008, the brand, sells men's and women's clothing as well as accessories and
items for the home. It has been active online for the past six years. Mirrorwork, patchwork,
and embroidery are used in Okhai items to vividly represent the rural way of life, their
ceremonies, and their legends.
Today, Okhai sells handicrafts from all around India, showcasing the distinctive designs and
aesthetics of each region's culture and history. With a devoted consumer base in India and
overseas, the company has experienced continuous growth in its business throughout the
years. The focus on artisan empowerment, along with the design emphasis on handlooms and
eco-friendly materials, adds Okhai to the expanding list of sustainable Indian brands. It has
developed over the years to the point where it can now be a profitable and sustainable
business.
E-commerce
Since they flourished online, first it comes as no surprise that they have a rather prominent
social media following.
They have their own website through which they sell and apart from that they also sell
through multi-e-retail platforms such as the above.
Challenges
Some of the challenges that Okhai faces are operational and managerial issues, performance,
competitors, logistics, and data security. Since they’re a sister company of Tata, the receives
support from Tata IQ, for tech support, operations, digital marketing, customer acquisition,
and business expansion programs.
Okhai Business Model Canvas
KEY PARTNERS
Okhai sources its raw materials are sourced with the help of 0 middlemen, directly from
other TATA clusters situated in Munnar, Lucknow, Varanasi and Kenya. Okhai is directly
connecting artisans to urban customers by providing an e-commerce website. The company
has accountants to handle the inflow and outflow of monetary transactions. Okhai gives
artisans the freedom of designing and directly communicating with customers. Awareness
among artisans, and customers regarding sustainable practices. Okahi promotes its products
through social media campaigns, retail stores, and various E-commerce platforms. Through
their website okhai.org they deliver across India and have recently initiated international
shipping.
KEY ACTIVITIES
In collaboration with Artisans and Indian weavers, Okhai designs sustainable apparel
products with natural fibres like cotton. Okhai manufactures all its products in Ahmedabad,
Gujarat, India. Okhai collaborates with distributors like agents& merchandisers to offer their
products to a wide range of audiences.
Social media: Social media is a go-to channel for raising brand awareness. Anokhi uses social
media to grow its brand recognition and cultivate client relationships. Establishing a presence
on a platform is beneficial for encouraging customer loyalty and brand recognition. Anokhi
majorly uses Instagram for creating brand awareness among customers.
Domestic- Retail stores across the country: There are 27 Anokhi shops located in towns and
cities throughout India. A wider assortment of our hand-crafted womenswear, menswear, and
childrenswear – as well as sleepwear, soft furnishings, and accessories – is available in the
larger shops.
International-Retail stores and website- Anokhi offers its products through its website just to
international customers and has its own stores all over the world.
Gender: Anokhi offers a wide range of products for men, women, and kids categories of
products.
Age Group: Anokhi's age range is from 18 to 50 years.

Upper and mid-income segment: Anokhi targets upper- and middle-class Indian consumers
since they provide a large choice of goods at premium pricing.
Key resources: Artisans- There are approximately 1100 craftspeople associated with Anokhi.
Anokhi grants artisans the opportunity to create things in their own unique designs.
In-house designers: Additionally, Anokhi employs its own in-house designers who create
distinctive and creative designs for the brand.
Platforms: Their own website, www.anokhi.com, is a digital platform.
Employees: - The group of talented workers at Anokhi's back end who supply the goods for sale in
the market would be considered the company's biggest asset. A) Artists B) Marketers C) Accountants
D) Workers
Cost structure: Anokhi directly sources their fabric from Delhi which cost them around
Rs.150-Rs.300.
Also, it includes the wages of artisans which is Rs.5000- Rs.10,000 which fulfill their basic
needs. The framework of Anokhi is supported by 27 stores in India. The digital marketing
team handles the social media platform and website of the brand.
Sale of Anokhi products: Anokhi’s main revenue would be generated through selling the products
from their stores itself.

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Okhai - About The Brand

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About the Brand

Age Group: Anokhi's age range is from 18 to 50 years.

Platforms: Their own website, www.anokhi.com, is a digital platform.

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