R ARIVANANTHAM
In a vibrant celebration of India’s timeless textile legacy and artisan empowerment, Tata Chemicals’ CSR-driven lifestyle brand Okhai has unveiled its electrifying new Ajrakh Collection — a bold fusion of ancient craftsmanship, sustainable fashion and contemporary design innovation.
Inspired by the centuries-old Ajrakh textile tradition believed to trace its roots back to the Indus Valley Civilisation, the collection reimagines heritage artistry for today’s fashion-conscious consumers while creating meaningful livelihood opportunities for artisan communities in Gujarat’s Kutch region.
- Tata Chemicals’ CSR initiative Okhai launches contemporary Ajrakh collection inspired by one of India’s oldest textile traditions
- Collection created with artisan designer Mubin Khatri and craftsmen from Dhamadka, Kutch over eight months
- Sustainable line uses natural dyes, hand-painting techniques and innovative textile experimentation on breathable cotton and denim twill
- Initiative strengthens artisan livelihoods while preserving India’s rich craft heritage for modern global consumers
Heritage Craft Meets Contemporary Fashion
Crafted in collaboration with renowned artisan designer Mubin Khatri and his skilled team from Dhamadka village in Kutch, the 19-garment collection has been developed over an intensive eight-month creative journey.
The collection breaks away from conventional Ajrakh aesthetics by introducing experimental print placements, innovative silhouettes and modern textile applications while preserving the authenticity of the traditional craft.
Designed using breathable cotton and cotton twill fabrics, the line also introduces Ajrakh-inspired designs on twill cotton denim — giving the ancient art form a bold, youthful and contemporary identity.
Sustainability at the Heart of the Collection
Beyond fashion, the initiative strongly reflects Okhai’s sustainability-driven CSR philosophy.
The collection extensively uses natural dyes and incorporates traditional techniques such as pothai, where fabrics are hand-painted using naturally derived colours.
Artisans have also creatively reworked existing printing blocks to minimise material wastage and reduce environmental impact, reinforcing the growing movement toward conscious and responsible fashion.
The collection experiments with independent use of outlines and filler blocks, creating fresh visual textures and more versatile patterns compared to traditional block-printing methods.
Empowering Artisans Through Design Innovation
For Okhai, the launch represents much more than a fashion statement — it is part of a larger mission to preserve endangered Indian crafts while making them economically sustainable for artisan communities.
Speaking about the launch, Manorath Dhillon, who currently heads Okhai and has worked extensively with Indian crafts, said:
“Ajrakh is a craft deeply rooted in history and community. Through this collection, we wanted to explore how it can evolve for contemporary wardrobes while preserving its authenticity.”
The initiative is expected to strengthen artisan livelihoods in Kutch while introducing younger consumers to India’s indigenous textile traditions through modern, wearable fashion.
A Modern Craft Movement with National Reach
With increasing global demand for sustainable and handcrafted fashion, Okhai’s latest collection signals how CSR-led initiatives can successfully bridge heritage preservation, women empowerment, artisan welfare and contemporary retail.
The Ajrakh collection is now available pan-India exclusively through Okhai’s official platform.
