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Published
Mar 30, 2020
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Sabyasachi Mukherjee shares stories of kindness during lockdown

Published
Mar 30, 2020

On March 30, traditional and bridal wear designer Sabyasachi Mukherjee announced that he will use his brand’s social media platforms to share ‘stories of kindness’ during India’s battle against coronavirus.

Sabyasachi Mukherjee has reorientated his brand’s social media towards sharing ‘stories of kindness’ - Sabyasachi Mukherjee- Facebook

 
“Beauty exists in many forms,” announced Mukherjee on Facebook. “We’ve built our brand on the beauty of craftsmanship, textiles, and tradition. We’ve decided, however, that this moment calls on us to purvey a different kind of beauty: that of kindness.”
 
The designer started his initiative by sharing the stories of Mahita Nagaraj who created a voluntary care group ‘Caremongers’ to check on India’s vulnerable populations during lockdown. Mukherjee also shared the story of virologist Minal Dakhave Bhosale who led a team to become the first Indian lab to get government approval for Covid-19 testing kits which will be mass produced.

“No amount of help is too small, and no effort is insignificant,” wrote Mukherjee on his brand’s Facebook page.

“A crisis can remind us that ordinary people can become extraordinary. Front-line workers who are providing essential services, like the family who runs your local grocery store, have become our superheroes, and our medical professionals are shining examples of sacrifice and determination.”
 
The designer has reorientated his efforts to sharing humanitarian stories as retail sales remain paused. Mukherjee had already pledged to pay his workers during lockdown and is taking the lockdown as an opportunity to show his brand’s values, which will keep customers engaged as shops remain closed.

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