In times of turmoil, fashion can seem frivolous. But on closer introspection, there’s a whole ecosystem that survives and thrives on it. If you like indulging in shopping often, then check out these do-good homegrown brands that are donating their profits to COVID-19 relief. By Akshita Nahar Jain
In times of need, homegrown brands are stepping up to do their bit and fight the pandemic. With brands dedicating their profits to organisations that are providing relief to those affected by COVID-19 crisis, it’s not simply a necklace, a dress or a face mask that you’re purchasing. Amongst the first movers in the space were brands like Jodi, Olio and Juicy Chemistry, who collected and contributed to the cause.
Studio Metallurgy
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If you’re looking for statement jewellery, then Studio Metallurgy’s gold-plated pieces are a worthy investment and contribution. The brand is donating 100 per cent of the sale proceeds of their curated top 10 bestsellers to COVID-19 relief.
AA Living
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Feel free to use the evil eye collection from AA Living as a talisman to ward off the problems troubling the country. If you do, 100 per cent of the proceeds will get donated to COVID-19 relief charities in India, through the entire month of May.
Megha Bansal
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Expressing gratitude to the invisible warriors who are helping us battle the pandemic, Megha Bansal’s label is donating 100 per cent of the proceeds to Hemkunt Foundation, Mission Oxygen, Khaana Chahiye and Make Luv Not Scars. Pick from the COVID-19 relief section on their website, also they promise to share all the necessary information regarding the transfer of your funds.
Amiraah
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One of Kanpur’s top multi-designer stores, Amiraah India is hosting a COVID-19 Relief initiative – KARIGARI with Sanatkada, an arts and crafts organisation that supports local artisans. A virtual shopping festival on the Amiraah website is on till May 26 to promote local artisans. All proceeds (100 per cent) from the sales will go to the associated artisans, a community that has lost many jobs in the pandemic.
AMPM
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Indian-wear label AMPM by Ankur and Priyanka Modi has partnered with ‘Give India’ to raise critical funds for vaccination. They have pledged to give 30 per cent of their sales proceeds till June 15.
Verandah
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All proceeds from Goa’s multi-designer store, Verandah’s limited edition jacket series is going towards direct assistance to clear hospital bills of the needy via #coviddonors and to feed daily wage labourers in Delhi via bhu kombucha.
No Nasties
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At No Nasties, 25 per cent of all sales generated in May are being donated to Give India to build emergency COVID-19 treatment centres across the country.
Genes Lecoanet Hemant
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Inspired by the endeavour of organisations like the Hemkunt foundation in times of crisis, the brand has pledged to donate 20 per cent of all sales for the month of May to them.
Pria Kataria Puri
The designer known for her glamorous kaftans is offering 20 per cent of all sales collected to support COVID-19 warriors in India through May and June.
Various designers from Kolkatta
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As a part of a COVID-19 Relief Initiative by the Kolkata Fashion Fraternity, many designers like Bobo Calcutta, Dev R Nil, Nupur Kanoi and Shantanu Goenka amongst others have stepped up to lend support.
Editor’s Note: Keeping the current situation of the pandemic in mind, T+L India recommends every reader to stay safe, and take all government-regulated precautions in case travel at this time is absolutely necessary. Please follow our stories on COVID-19 for all the latest travel guidelines.
Note: This article first appeared in Lifestyle Asia India.
Related: IndiaFightsCorona: 6 Indian Hotels Offering COVID-Relief Assistance RN
