New Delhi, Sep 25: India’s textile major and one of the country’s most premium fabric manufacturers, Raymond, has announced an association with Varun Dhawan and Anushka Sharma’s much awaited film ‘Sui Dhaaga- Made In India’, to help develop a sustainable tailoring ecosystem to ensure econ prosperity of profession.
This Yash Raj Films’ entertainer, which aims to promote skill development and entrepreneurship in rural and semi-urban India, celebrates the “Make in India” campaign though the inspiring story of Mauji (Varun) and Mamta (Anushka) and their journey to create their own independent fashion label “Sui Dhaaga- Made in India.”
Raymond is an integral part of the film’s reel life, as the film highlights its initiative to bring about a real-life socio-economic change.
Talking about the initiative, says Sanjay Behl, CEO, Lifestyle Business, Raymond Ltd said, “An initiative of Raymond to develop a sustainable tailoring ecosystem ensures economic prosperity and social dignity of the profession rings true to the theme of the film. With our commitment to Make in India and in line with the Skill India Initiative, Raymond is already working towards up-skilling the existing tailoring ecosystem in the country by upgrading technology and providing employability on a sustainable basis. With a vision to train over one lakh tailors by the end of 2020 through our initiative, the seamless brand integration with ‘Sui Dhaaga- Made in India’ is an apt fitment for us.’’
With readymade labels appealing the youth, tailoring as a profession is becoming second fiddle and the craftsmanship is confined to garmenting industry alone.
Talking about the film and its tie-up with Raymond, Manan Mehta, VP - Marketing and Syndication, YRF says, “Sui Dhaaga aims at not only bringing back the charm of tailoring and reinstating its relevance to the younger generations as portrayed by Mauji [Varun Dhawan] and Mamta [Anushka Sharma] in the movie, but also rekindle the spirit of entrepreneurship and craftsmanship, living true to the ‘Make In India’ revolution. And we couldn’t have asked for a better partner in this endeavour than Raymond, that truly lives up to the spirit of ‘Made In India’ and Swadeshi. This association reinforces Raymond’s commitment to over 90 years of proudly Making in India. (UNI)