A female employment programme started by Obeetee in 2015 in Mirzapur in Uttar Pradesh has officially recorded over a whopping 400% increase in female labour participation - making it a poster scheme for financial freedom and self-reliance among women in India.
In just 7 years, over 1800 women from the villages of Mirzapur have fought societal hurdles and age-old patriarchal practices to come forward and become master craftsmen, weaving the most spectacular and intricate carpets.
Rudra Chatterjee, Chairman, Obeetee said "We at Obeetee have been committed for nearly a decade now to work alongside women in their quest to become skilled artisans producing fine hand knotted rugs. We have trained nearly 1800 women in the art of carpet weaving and all of them are now active weavers. Their example is important - to become self-sustainable and financially independent. Their dedication and hard work at display during this program makes us proud".
Gaurav Sharma, Managing Director of Obeetee says when he joined the carpet industry nearly two decades ago, he was amazed to find that there were hardly any women weavers in the workforce. "This was partially because weaving was traditionally taught to boys and not to girls. But most crucially, it was because of the rigid patriarchy that governed village life. To me personally, this was untenable. As I began to understand village norms, I realised that because they considered it improper to sit in close proximity to men who were not from their family, women would never be able to work on commercial looms".
That was when Obeetee thought of a program to train women weavers. Most of these women can tie up to 9,000 knots a day, so intricate that it ranges from 15 knots to 300 knots per square inch, sometimes taking a year's laborious work.
Angelique Dhama, CEO, Obeetee Retail says "We are proud to have a gender-neutral workforce that recognises the skills of both men and women equally. At Obeetee, we provide the same high-quality weaving training to both men and women, and the results speak for themselves. All our weavers are exceptional at what they do, showcasing their individual sense of color and aesthetics. In the past, when women entering the workforce was not as common, Obeetee took the initiative to provide these women with opportunities for financial independence and moral support. By empowering women, we have not only contributed to their personal growth but also expanded our brand's offerings. The talent and creativity of our women weavers have allowed us to bring forth more exquisite and captivating art pieces for homeowners and space owners to cherish".
Obeetee was founded around 103 years ago by three British entrepreneurs, soon after World War 1 - the name of the company resembling the initials of their three names. Today, Obeetee has become the most venerable address for the world's finest and most intricate carpets and rugs - working with over 20,000 artisans of the region
