Thar Roem Toes SmallBi Startups 25,488 4 5229 MARKET STATS * oun Remembering Amma Jayalalithaa: From leader to mother Rarely cass someone leave an imprint on ‘he Ives of others as doaply etched and ‘ometionally binding as Jayaalithaa has on ‘he peoale of Tamil Nadu ' Global leaders mourn Jyalatha’s passing owsy 1 dayalltha fought biter wth her home ‘sale Karnataka in court Most | \ost Most Read | Stared Commented ‘Soar, 8 be wil deve Lo your dostep wh 8,168 4 2240 Sign n/Sign Up | Fotow Us V 10 mc (05) 2770 a 4300 52 «oo: ean ‘ar Wellpaper: How an Israeli couple is using art to empower rural women in Tamil Nadu {yA Townes ECONOMICTIMES COM| Updated: Aug o8, 2018, 1202PMIST Ponts Conan IDMORE ON» vison bay Woe rowenta una Tan Nas Rete ‘The 2004 tsunami took with it more than we ccan fathom. Entire vilages were brought to a standstill against the force of the massive ‘ide - muli-storied buildings were decimated to stray piles of rock, submerging within it the mmufled breathes of multitudes. And whon nature strikes the way it does every so often, ‘one can eithar set salon the ride of restoration or be drovmed byt Israeli couple Danny and Ory made the only choice available, oe ‘Only and first came to Auroville with our ttre children in 2004, a few months before the tsunami struck the coast” says Danny Merguel, an accountart-corvert who later worked as an economist for various social centerorses. "We wanted to experience if in this small hamlet fora year before going back to brael, Bu life had something else in store fr us, We strongly fet that this is our calling and decided to slay back and work towards rehabilitation” he adds. Bringing good tidings: 12008, Danny and Orly started a tsunami rehabilitation program under the banner "Wellpaper fo provide women in Aurovile with a source of lvelthood inthe aftermath ofthe tragedy. The program trains them to weave wicker baskets, create paper-mache figurines. and embroider accessories using only recycled materials. "Our primary goal was to ‘empower women to build and mainiain set-sustaining units forthe long-term," says Danny. The women receive guidance and support in praduct development and team management \which willhelp them in theirjoumey towards recovery,” he adds. 36-year-old Chitra has been working at his centre for 11 years now, creating and designing baskets using recycled newspaper as its primary material. "Imake other products too ike necklaces, brooches ete but baskets are my main tade,” she says, “fish about ten medium-sized baskets or sx large ones @ day, making close to Rs 200 a dayon an average," she adds.Not to be Missed J] Shaving pubic hai wil out yo. ata higher risk of soxvaly transmitted ifoctions From Amitaoh Bachehan to ‘AR. Rahman: Belywood ‘mourns Jayalalinae’s death Jyalalithaa's net wrth: This 8 iow much Amma et behind Hana of nuts daily cus rk of heat sisease, ‘Adver: The Badarpur Plant's silect on Air Potion and vey ineeds to be shut down S facts you didnt know about J Jyalalinaa ‘The fact thal Idor't owe a single penny to anyone puts mea pone’ Zaroda funder hin Kath mae Lauren your Dial Marketing ae LM area an Sasoane Scat tal teen Pesan ‘h Gaines Started as a straight outrehabiltaion program, Wellaper - which essentially means "Womer's Empowerment through Local Livelhood' has grown into a social enterprise ‘adel, ouching the Ives of hundreds of women across many vilages in the area. The ‘couple, who callthemselves ‘Aurovilians’, have settled in Tamil Nacufuldime and are available to run operations hate for 10 months a year, the restis spent traveling, “This has always been the direction our ves have taken says Dany, "We have been involved in social actviies centred around recycling since chilahood. Moreover, Orlyhas worked as a social worker professionally for many years as wel,” he adds. Crafty production The products, which are primanly made to be shipped overseas, has had a fairly impressive "un so far. However, Danny has had his work cut out when it comes to marketing and ‘securing a continuous flow of funds to sustain the project. “Donations trom the tsunami relief {und were used initialy to train these women, but we do not enjoy financial support rom any ‘one body, so there isa certain level of uncertainty here, But, we are trying to getinto "We even ried to penetrate Indian markels tough Fab kidia and other local sellers, but had to pullitout when our income dropped dramatically" he adds. However, exports have consistently done well so the compary has updated its strategy to intensify exports, ‘especialy with naw customers coming in from Denmark and Austral, in addition to existing users ftom Feland, Germany and the US. Recovering through recycling Wallpaper had celebrated World Environment Day at VR Bengaluru this year, where its products and initiatives were appreciated and applauded by all attendees. As testiied by Danay, the general awareness around environmerial education in Aurovile made it easier to push for the use of recycled material there, He says, "Because a certain evel of culture ‘around recycling was already established In Aurovile even before we arrived, Itwas raturaly ‘a good environment to develop Wellpaper." The raw material sourced, including natural colours used for embelishments, are al locally available, further minimizing transport costs. “iis a wineain for everyone if such enterprises can help people look at waste material differently in adaition to providing employment opportunities for many," he assures.2r-year-ldjoveler Streyas, Cotna nas « prznd collection of over 200 rare golf alle F-retall alee sectors to create 1.45 mn obs by 2021: Report ‘Aver: Join us in CXO Round ‘Table Seres on Projet Nanagement Hing actvty up 10% in Nowembein nda: TimesJobs Rocrutex Survey Comecian Jonn Over of Last Wieck Tonight spottes at the Indira Gand ternational airpor. Probed on whether it was easy setting Up an establishment in hia, Oanny admits offacing certain hurdles. “At frst, we struggled with communication and adjusting tothe local culture here. Today, itis mainly issues around marketing and sales. | also felt people in sraelare ‘more open to ideas,” he says. But he doesn't shy away from admiting that tis is where he wants to be, "We are developing the schoo! or social enterprise activiias and are very proud that the womsn here have shown resilience and compassion and are working hard to be able to holp thelr families recover trom the 2004 loss," he adds. ‘Stay on top of business news with The Economic Times App. Download it Now! @ FROM AROUND THE WEB. ually & syle Adveriing with Colombia cireulation MORE FROM ECONOMIC TIMES From Around the Web Demat enised othe power of more Looking o exchange Forex? We can help! Want to get fairer skin? De tis once dally Being Arma: Things people would do for CM Fittevbay sayabahnaa shopping offers | Latest promo cenmgm ite: BRICS adh now omega hapa be order Now, Google Alo to Understand and respond in Hing More from The Economic Times ‘Common OR code for payments 000 Lser'sncia arm posts 442% jump in avenues foRe 74 core Tonyisue Remote sensing satetto Resourcesat2n successoly Inunehieg on board PSLV-C36 rocket rom seharkots‘Signup for the ET Dally Newsletter ony arene iis] SS Scere ey peas eae Dolio Meerut in 60 minutes: Nod to rapid rail transt corridor ‘Adver: Strengthaning trade, ‘4 investment and fnancia sector ‘co-operation amongst BRICS countries Poll ‘Do you think Tamil Nadu polites now becomes lass predictable with daya's death? 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