Sunlight launches ‘Sunlight Tantir Rong’, an initiative to support Bengal’s local handloom weavers

Sunlight detergent, West Bengal’s most loved and iconic detergent brand, today announced the launch of its new initiative ‘Sunlight Tantir Rong’ to support Bengal’s local handloom weavers.
Over the last few years, weavers in Bengal have been struggling given the changing consumer preferences and the rise of power looms. Covid-19 has worsened the situation, severely impacting the lives and livelihoods of these skilled weavers. Thousands of these weavers, who have been dressing Bengal in myriad colours over generations are now facing an existential crisis, signaling a dark future for this traditional craft of Bengal.
This Pujo, Sunlight wants to add back colours to the lives of these weavers who have been adding so many colours to people’s lives. ‘Sunlight Tantir Rong’ will connect these traditional weavers with famous contemporary designers, to give them a platform to showcase their magic and art. Sunlight will launch its first exclusive collection with the fashion designer Parama Ghosh (https://paramacalcutta.com/) in collaboration with 12 local weavers from Bengal. The website will serve as a platform to showcase their skills and also allow consumers to explore the collection and buy the sarees to support the cause.