Kritika Kamra expands clothing brand, hires 50 Chanderi female artisans
What's the story
Actor Kritika Kamra has expanded her clothing brand, Cinnabar, by hiring 50 female artisans from Chanderi. The initiative, part of Women's Day efforts, aims to empower women from Madhya Pradesh's Chanderi region, known for its handwoven sarees. Kamra's brand, which started as a passion project in 2020, has now expanded and employs 200 artisans.
Empowerment goals
Kamra's vision for her brand and artisans
Kamra wants to empower the women of Madhya Pradesh by giving them financial independence and more opportunities. She told Mid-Day, "When we started our brand Cinnabar, it was a passion project, but our larger goal has always been to employ women from Madhya Pradesh, especially from this region, to help empower them." The actor is dedicated to empowering women in her home state by creating financial opportunities.
Impact
How Kamra's initiative is changing lives
Kamra's initiative isn't only about providing jobs, it's about changing lives. "We strive to increase employment, awareness of their craft, and give them the power of fair prices so that these women have agency, and the confidence and means to elevate their lifestyle," she added. The actor-entrepreneur has traveled to Chanderi to oversee the hiring process and ensure her vision for empowering these women is realized.