This new digital initiative to promote Dhaaga comes after Tata Power’s recent collaboration with Amazon India which involves showcasing Dhaaga products as a part of the e-commerce giant’s ‘Amazon Saheli’ programme. Amazon Saheli is a dedicated storefront on the website to help display and sell products made by women artisan-entrepreneurs listed across different categories on Amazon.
Dhaaga’s presence on Instagram and Tata Power’s website will aim to target over 5 lakhs digital customers. It is also envisaged that the Dhaaga members registered with Amazon Saheli will have an additional average income increase of INR45 000.
Shalini Singh, Chief – Corporate Communications & Sustainability, “The success of an initiative like Dhaaga will to a large extent depend on our ability to reach out to digital customers, particularly millennial & Gen Z customers. The women artisan-entrepreneurs who have remained outside the country’s growing digital marketplace will now be able to access customers who prefer e-commerce platforms like Amazon.”
The tie up between Tata Power and Amazon India has already garnered over 25 000 impressions since it was first announced Dhaaga.
