By
Tricitynews
Chandigarh 28th August:- 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, Harvinder Singh, President, Sewing Machines &
Appliances, Usha International Ltd, said that 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 marginalized. 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 that 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.
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