Weaving a new future: how Obeetee is changing the narrative for women in India

For centuries, carpet weaving in India has been a male-dominated craft, passed down through generations of men while women remained in the shadows. Today, that story is being rewritten—one knot at a time. In the heart of Uttar Pradesh, where tradition once dictated the course of a woman’s life, a quiet but powerful revolution is unfolding. And at the helm of this transformation is Obeetee, a brand that has not only mastered the art of fine carpets but is also leading a movement for financial independence and empowerment among women weavers.

Mirzapur, long regarded as India’s carpet capital, is now a crucible of change. What began as an ambitious idea in 2015 has today become a benchmark for women’s employment in the country. Obeetee’s pioneering women weavers training program has recorded a staggering 400% increase in female labour participation—an achievement that speaks volumes in a nation where only 18.6% of working-age women participate in the labour force.

The impact of this initiative is tangible. Over 1,800 women, many of whom had never stepped outside their homes, have now become skilled artisans, their hands tying thousands of knots a day, their work adorning some of the most prestigious spaces in the world, including Rashtrapati Bhawan and India’s New Parliament Building. These women are no longer just weavers; they are changemakers, breaking societal barriers and reshaping their own destinies.

The hands that weave, the hands that build

Women like Rekha Devi, who once struggled to put food on the table due to her husband’s addiction and unemployment, now run their households with dignity. From being dismissed as incapable of repaying even small loans, she has risen to become a master weaver, supporting her children’s education and helping others in her community. Her story is not an anomaly—it is the new reality that Obeetee is striving to build.

For many, the journey hasn’t been easy. The resistance from family and society was fierce. Weaving was traditionally reserved for men, and for women to work outside their homes—especially in close proximity to unrelated men—was considered unacceptable. But Obeetee understood the deeper societal shifts required to make this program a success. The company didn’t just offer training; it built support systems—providing stipends, creating women-only weaving centres, and even setting up crèches to ensure that young mothers could participate.

Once the first few women broke through the barriers, the momentum became unstoppable. Today, these women are among the finest artisans in the country, crafting carpets with up to 300 knots per square inch, a level of intricacy that requires months—sometimes years—of meticulous work. Their craft is not just a livelihood; it is an assertion of their independence.

Leadership that inspires change

Obeetee’s commitment to women's empowerment doesn’t stop at its workshops. At the very top, the brand is spearheaded by a leader who understands the power of inclusion and representation. Angelique Dhama, President of Obeetee, has been instrumental in steering the company toward a more diverse and equitable future.

Her vision extends beyond just employment—she has redefined how the brand engages with artisans, consumers, and the design community. Under her leadership, Obeetee launched the iconic PTBI (Proud to Be Indian) series, an initiative that marries heritage craftsmanship with contemporary design, celebrating India’s rich textile legacy. Through collaborations with renowned designers, the PTBI series has not only elevated Indian craftsmanship on a global scale but has also brought much-needed recognition to the artisans—many of them women—who bring these masterpieces to life.

Obeetee’s women weavers program is more than an employment initiative—it is a statement. It challenges the status quo, proving that when given the opportunity, women don’t just participate in the workforce; they transform it. The financial independence they achieve goes beyond their own lives, influencing the next generation. Studies have shown that women reinvest a significant portion of their earnings into their children’s education and healthcare, ensuring a brighter future for their families.

This is why empowering women isn’t just about fairness—it’s about progress. The World Bank estimates that closing the gender employment gap could expand India’s GDP by nearly a third by 2050. Yet, women in India contribute only 17% to the national GDP, compared to the global average of 40%. These numbers aren’t just statistics; they are an urgent call to action.

The road ahead

Obeetee’s journey with women weavers is only just beginning. As India marches toward its goal of increasing female workforce participation to 50% by 2047, brands like Obeetee are setting the blueprint for what inclusive growth can look like. By investing in women, they are not just preserving a centuries-old craft; they are paving the way for a more equitable society.

For every carpet that rolls out of an Obeetee weaving centre, there is a story of resilience, defiance, and triumph woven into its very fabric. These are not just rugs; they are symbols of change. They represent women who refused to be defined by circumstances, who chose to take control of their own narratives, and who, with every knot they tie, are weaving a stronger, more inclusive future for India.

This Women’s Day, Obeetee doesn’t just celebrate women—we celebrate their power to transform the world, one thread at a time.