Chidiyaa pays employees under lockdown, shares upcoming design ideas
Mar 26, 2020
Hand-block printed clothing brand Chidiyaa will continue to pay its staff and keep orders open to be fulfilled after lockdown lifts as designer Deepanshu Ohlan shares future design ideas to keep customers engaged.
Chidiyaa shared a video on Facebook featuring the children of some of its workers playing at home and assured its customers that its staff are “at home, safe and getting paid,” during the lockdown. As all non-essential commercial operations have been halted for 21 days, many brands are struggling to keep staff on but Chidiyaa is sending a message that it will continue to support its staff.
“These are the times which define ones purpose, all in this together,” wrote Chidiyaa on Facebook.
The brand has also shared images of craft ideas to keep people occupied at home under lockdown. Sharing ideas for lockdown activities has become a popular way for brands to remain connected to their customer base. One video on Facebook shows a watercolour bird painting teased as a future saree design.
The brand is currently allowing online orders, a way to keep cash flow going, and will dispatch them when the lockdown is relaxed. The brand recently launched its spring/summer 2020 collection, which features sarees with hand-printed moon motifs, tunics, and kurta sets.
Designer Deepanshu Ohlan founded Chidiyaa in 2016, and the brand’s name means “house sparrow”. Chidiyaa opened its first flagship store in New Delhi’s DLF Avenue in Saket at the end of February, 2020.
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