Benetton collaborates with Devbhumi for special scarves collection

United Colors of Benetton has collaborated with an Uttarakhand based firm Devbhumi run by rural women for an exclusive capsule collection titled Devbhumi x Benetton.
Benetton collaborates with Devbhumi for special scarves collection - DevbhumixBenetton

The Italian brand aims to empower over 6000 rural women across India through its initiative #UnitedByPurpose by giving them a platform to showcase and sell their creations to the Benetton consumer base spread across India.
“#UnitedByPurpose is the new initiative that extends our continuous efforts to support social and economic empowerment, by promoting local artisans and offering them opportunity to showcase their craft. Through the association with Devbhumi, we aim at empowering women from Uttarakhand villages, wherein the money from each purchase shall go towards the development of these 6,000 plus women working with Devbhumi," Sundeep Chugh, Managing Director and CEO, Benetton India Pvt Ltd said in a statement.
Jack Croucher, Founder of Devbhumi added “It our absolute pleasure to associate with Benetton and present the DevbhumixBenetton collection of scarves. The opportunity provided by Benetton to DevBhumi resulted in a major reorganization of our silk production processes as well as significant increase in attention to quality control, both of which are benefitting the Company as a whole.”
The special capsule collection that features limited edition scarves made from the Devbhumi fabric which includes Himalayan Oak tasar silk, Himalayan Mulberry silk, Himalayan Eri silk is priced at Rs 2499 ($40) onwards and will be available across Benetton stores and e-commerce websites.
The brand under the #UnitedByPurpose initiative will further collaborate with similar groups and companies from rural India to introduce various different collections.
Currently, Benetton operates a wholesale business in India that supplies products to be sold through a network of franchisee outlets.
Benetton has recently got the nod from the government to convert its existing venture into a single brand retailer, which allows foreign-funded companies selling only their own brands to build e-commerce channels to offer the products.

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