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62 Creating Value, Transforming Lives 62 CSR COMPENDIUM

Kriti, Weaving A Prosperous India Kriti, Weaving A Prosperous India
Empowering Women, Transforming Lives Empowering Women, Transforming Lives

The K.K.Birla Memorial Society, an NGO promoted by CFCL, set up a garment The K.K.Birla Memorial Society set up a garment production unit, with a vision to
production unit, with a vision to empower rural women by providing sustainable empower rural women by providing sustainable livelihood options. The fashion
livelihood options. The fashion brand, Kriti, manufactured by the unit, has truly brand, Kriti, manufactured by the unit has truly helped to uplift their social and
helped to uplift their social and economic status. Making the women and economic status. Making the women and adolescent girls of Gadepan
adolescent girls of nearby villages self-dependent, it gives them an opportunity self-dependent, it gives them an opportunity to contribute to their family
to contribute to their family incomes. Used to spending their lives managing incomes. Used to spending their lives managing household chores, they are
household chores, these females are experiencing a significant shift in their experiencing a significant shift in their lives. An equal voice in family matters,
lives. An equal voice in family matters, learning to read & write and educating learning to read & write and educating their children are only some of these
their children are only some of these changes. They also get opportunities to changes. These, also get a continuous opportunity to upgrade their garment
continuously upgrade their garment designing skills.designing skills.
With the number of artisans steadily increasing from the initial 20, Kriti is slowly With the number of artisans steadily increasing from the initial 20, Kriti is slowly
but surely moving towards its aspiration of impacting a 100 women in the future. but surely moving towards its aspiration of impacting a 100 women in the future.
Focus on product innovation & diversification, quality, regular advertising, social Focus on product innovation & diversification, quality, regular advertising, social
media updates, online stores, bring this milestone nearer, with each passing day.media updates, online stores, bring this milestone nearer each passing day.

A key initiative, that brought instant recognition to the brand, is the sale of Kriti A key initiative, that brought instant recognition to the brand, is the sale of Kriti
manufactured school uniforms at subsidized prices. This created a positive buzz manufactured school uniforms at subsidized prices. This created a positive buzz
around the project, motivating the stakeholders to place large orders. around the project, motivating the stakeholders to place large orders.

The village outlet also named Kriti, designed as a village mart, is symbolic of the The village outlet, also named Kriti, designed as a village mart is symbolic of the
brand’s philosophy of breaking from tradition. In addition, the CFCL's township brand’s philosophy of breaking from tradition. In addition, the township shopping
shopping centre is helping popularize the brand at the local level, preparing centre is helping popularize the brand at the local level, preparing ground for it to
ground for it to enter the open market. Led by rural artisans, Kriti is also keeping go into an open market. Led by rural artisans, Kriti is also keeping alive
alive traditional and rural handicraft. traditional and rural handicraft.
Going forward Kriti hopes to bring in rural transformation by training women to
turn entrepreneurs, inspiring them to live their dreams and enabling many
others to weave a prosperous future.

Garment Production house, Gadepan