Usha International associates with YRF’s Sui Dhaaga – Made in India
The film revolves around sewing and how its helps the protagonists scale great heights to achieve name and fame
Usha International, one of India’s leading household consumer durables company, proudly announces its association with Sui Dhaaga – Made In India produced by Yash Raj Films and starring Bollywood heartthrobs Varun Dhawan and Anushka Sharma. As the pioneers of sewing machines in India when they started in 1936, Usha International is today a leading sewing machine brand in India and offers a range of technologically advanced solutions to cater to a wide variety of sewing needs.
Sui Dhaaga – Made in India celebrates and is aligned with Usha’s philosophy of swadeshi and ‘Make in India’ through the heart-warming story of Mauji (Varun Dhawan) and Mamta (Anushka Sharma). The film showcases their passion and talent which progresses in life and creates a fashion label Sui Dhaaga – Made In India, reinforcing the fact that sewing in deeply entrenched across classes and masses in India and has the potential to bring about impactful socio-economic change in the lives of people who use it to further their passion and creativity. Usha sewing machines are an integral part of the film both visually and thematically.
Usha has been promoting sewing in India for decades inspiring people to create, innovate, and experience the joy of sewing. Associating with a film like Sui Dhaaga – Made In India that highlights the struggles of the marginalized and creative people, underscores Usha’s commitment to partnering with initiatives that focus on empowerment and showcase how sewing can be a game-changer that can potentially transform lives.
Talking about the association, Mr. Harvinder Singh, President – Sewing Machines & Appliances, Usha International Ltd, said, “Usha is very proud to be associated with Sui Dhaaga – Made In India, a film that celebrates the entrepreneurial spirit that exists across India. The movie is in perfect synergy with our philosophy that sewing is a skill that anyone can learn and use to elevate their quality of life, and also serves as a powerful tool to mainstream the marginalised. We are definitely looking at this association to connect with the masses and bring to life the joy that comes with unleashing one’s creativity using a sewing machine and, of course, the potential economic benefits that follow. It could be a person in a small town who wants financial independence or then a corporate leader who wants a creative outlet. ”
Manan Mehta, Vice President – Marketing & Merchandising, from Yash Raj Films said, “Unarguably, Usha is synonymous with sewing machines in India for over eight decades so it was a win-win situation for both of us. Am happy to have Usha partner us in the co-marketing journey of Sui Dhaaga – Made In India. With innovative ideas for co-promoting the agenda of self- reliance and dignity of labour, Usha along with Sui Dhaaga – Made In India will endeavour to spread this message as far and wide as possible.”
Usha’s association with Sui Dhaaga – Made In India goes beyond the in-film placements and the co-branded communication – there is a whole slew of on-ground and online activities and competitions in the pipeline with thousands of prizes to be won.
Contests for consumers and dealers will begin soon and lucky winners can win prizes that range from an invite to the meet-and-greet with Varun and Anushka to sewing machines. To know all about the contests and win exciting prizes follow us on #ushasew.
The film is slated to hit the theatres on September 28. For now watch a snapshot of what the film is going to be. Enjoy the trailer at : http://
About the company:
Usha International Ltd (the Company), a constituent of the Siddharth Shriram group, was formed in 1934 and started doing business under the brand name, USHA. Over the decades, this brand name has become a household name in India while the Company has diversified into the business of new age home appliances, sewing machines, fans, power products, water cooler, water dispensers, modern farm equipment and auto components.
About Usha Silai
One of Usha’s major initiatives for skill development is began in 2011 with Usha Silai Schools; a pan India community based initiative aimed at empowering women from marginalized sections of the society to become entrepreneurs and teach sewing within their community space. Today, Usha International in partnership with 58 NGO partners and 14 corporate/institutional partners, runs over 16,646 Usha Silai Schools pan India. Over 3,18,000 women have completed their course from these Silai Schools and nearly 14,000 women continue to learn and hone their sewing skills every day at these schools. The women, on an average have started earning Rs.1800/- per month, with the highest earning going up to Rs. 45,000/- per month. Some of these women today tailor fashion garments that are retailed out of Ogaan under the Usha Silai label.
About The HAB
The HAB by Usha is another milestone which is situated in Mumbai and Kochi. It is a one stop shop experiential haberdashery store bringing together design, craft and fashion in order to create, innovate and experience the art of sewing. It offers a plethora of new experiences, encourages learning and creativity through workshops, demos and store exhibits, for all age groups.