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An industry veteran for the past 40 years, Ritu Kumar has launched a campaign 'Beautiful hands make beautiful work' to recognize and celebrate the talent of those who silently work behind the scenes. While the world recognizes an exquisite ensemble for its intricacy, fabric and style, not many think of the people behind the craft from embellishments, weaving, printing to the perfect tailoring.

The campaign will feature a series of videos released over time with an objective to portray the people and craft behind Ritu Kumar. The videos will narrate the story behind the identity, craftsmanship and the revival of Indian textiles and crafts. Through this campaign Ritu Kumar has made a conscious effort to bring the work of these craftsmen to light and keep the tradition of high value handicrafts alive.

The videos will subtly reflect on India’s past and present coming together, with the delicate embroideries of yesteryear's taking the fancy of today’s youth who rejoices in everything that is vintage.

Mummy Daddy Media Pvt Ltd and Chintan Gohil, a budding artist and videographer, the creative minds behind this inspirational concept have created and produced the four part video series. The first video of the series was premiered at the Lakme Fashion Week Fashion Films Premiere hosted by Vogue's Fashion editor, Anaita Shroff Adajania.

The brainchild behind the concept, Mr. Amrish Kumar, CEO, Ritu Kumar said, “We are very happy to launch this initiative that applauds the people who create these beautiful ensembles and celebrate the journey of a garment from a weaver's village to an embroidery’s workshop. Working in the industry for decades, we as a brand salute these craftsmen for their art.”