https://www.dfupublications.com/index.php/component/search/?searchword=tata&ordering=newest&searchphrase=all&limit=2018 February 2026, Mumbai
The Tata Group is fundamentally transforming the rural artisanal landscape through its ‘Tata AI Sakhi’ immersion program, a strategic initiative showcased at the India AI Impact Summit in February 2026.
By equipping ‘Kaarigar Sakhis’ - women artisans from Brand Okhai’s network - with voice-first, multilingual AI tools, the program is moving beyond basic digital literacy. These tools enable artisans to interpret complex global fashion trends, generate localized marketing content, and navigate government welfare schemes directly on their mobile devices in their native dialects. Aarthi Subramanian, Executive Director, TCS, emphasizes, the objective is to make technology ‘hands-on rather than theoretical,’ allowing 30,000 rural women to compete on a level playing field with urban, professionally trained fashion designers.
Commercial viability through design optimization
Integrating AI into the Okhai ecosystem has addressed the critical bottleneck of design relevance and production speed. Artisans now utilize AI-powered demand forecasting to analyze seasonal color palettes and social media trends, reducing the risk of overproduction. This ‘agentic’ approach to commerce has already contributed to Okhai’s growth from a small cluster in Gujarat to a nationwide platform representing over 30,000 artisans earning upwards of Rs 20,000 monthly. Manorath Dhillon, CEO, Okhai, notes, these upskilling efforts make the handmade sector more ‘commercially viable and marketable.’ By streamlining back-end operations and removing language barriers, the Tata Group is positioning these sustainable enterprises as a new vanguard of India’s digital economy, effectively turning traditional craft into a high-tech, scalable retail business.
An initiative by the Tata Chemicals Society for Rural Development (TCSRD), Okhai is a direct-to-consumer fashion and lifestyle brand. It retails authentic, handcrafted apparel to global markets, primarily serving the contemporary ethnic wear segment. With plans to reach 100,000 artisans by 2030, Okhai focuses on financial independence and sustainable livelihoods through ethical retail.
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