Obeetee working on growing recognition in India

July 31, 2018 - India

Obeetee, a world leader in handwoven carpets centred around a sustainable future, is working to grow recognition and secure placements with key retailers in India. The demand for carpets has traditionally been much greater in colder countries, and the tradition of woollen carpets in India has always been as an export, according to the chairman of the company.

The brand is protecting and encouraging Indian art and craftsmanship by allowing equality and creative freedom to all its employees, said Rudra Chaterjee, chairman, Obeetee, while speaking to Fibre2Fashion. “Our designers and artisans have the liberty to execute designs which reflect global trends and embody the impeccable quality for which Obeetee is known.”

He added that the handmade carpet sector will go through a transformation, but Obeetee is prepared to meet those challenges with innovative solutions-ones that build on the strength of what the company already have- talented, creative, loyal employees and artisans, state-of-the-art equipment and processes and a deep and abiding commitment to ethical standards and environmental responsibility.

The company believes in growing responsibly. Chaterjee said, “We insist on favourable working conditions and a zero-tolerance policy that hires only those above the age of 16, even though the government limit is 14. We are the first company in the industry to achieve the SA8000 standard, the world's preeminent certification of social standards-from working hours and collective bargaining, to workers' safety and health. We also have a groundbreaking women weavers programme that has trained 350 so far in the craft and support local schools.”

Obeetee is quite committed towards sustainability as it uses safe dyes and chemicals, and was the first in the industry to set up a water effluent treatment plant, helping to protect the surrounding countryside, and air pollution control systems. Its environment-friendly power systems run mainly on gas derived from biomass, and it contributes to healthy communities by planting trees and developing parks. (KD)

Click here to read the complete interview.