victoria’s secret bras a boost for rural indian women
She held the designer bra under the needle of the sewing machine, carefully sewing the seams together.
Stuffed \"very sexy\" pushUp bra which 22-year-
Laoja sews is the secret of US lingerie retailer Victoria-designed to provide a \"boost\" to buyers in hundreds of high-end markets\"
Fashion boutiques across the United States.
But in this world of traditional rice
These luxurious bras grow in southern India, raising the living standards of poor rural women in different ways.
\"I used to only know this village,\" said Jia, who sat behind sewing machines on the busy factory floor of India\'s Tamil Nadu Textile manufacturer\'s intimate fashion company.
\"My parents just want me to get married as soon as possible.
They never saw me as an asset, but a burden.
They don\'t think women can make money, but look at me, \"she said, and the scent of jasmine emanates from a bunch of white flowers in her hair.
For conservative rural Indian women-lucky enough to finish school and get married before the age of 18, and being limited to their villages-a project that provides them with jobs in manufacturing is not just poverty, but it brings strength and respect in this society of men and women.
With 30 km (18 miles)
Close Fashion south of Chennai-also producing bras for Victoria\'s Secret brands \"Pink\" and La Senza-is thousands of companies established in recent years in the Kanchipuram district of Tamil Nadu. Investment-
Friendly policy, close to one of India\'s largest ports and international airport for easy access to large half
The cultural labor force has made the region one of the most industrialized regions in the country.
Known for producing the finest silk in India
Woven saris, Kanchipuram is now the top automotive hub for automakers such as Hyundai, Ford and Volvo, and hosts apparel, technology and electronics companies.
\"Thousands of companies are growing rapidly here and the competition is getting more and more intense in order to get good employees,\" said Prasad Narayan Regg, general manager of close fashion, which is in 2,500 women
\"So when the World Bank and the government of Tamil Nadu put to us the idea of hiring and providing training to some of the poorest communities, we saw a good opportunity.
If it weren\'t for this project, we would be in big trouble.
\"In puduazwu (
Means \"new life\" in Tamil \")
The project was funded by a $0. 35 billion loan from the World Bank, and local village committees identified unemployed youth-a large proportion of the 20% unemployed in Tamil Nadu.
The company then connects with these villages to hold a rural job fair at least once a month-to give a speech to answer questions about qualifications, training and wages, especially with a focus on recruiting young female employees.
But it\'s not easy in these men.
The dominant community, where
Protecting families rarely allows unmarried daughters to go out on their own and expect them to stick to the traditional role of housewives.
Officials say companies must adopt a \"culturally sensitive\" approach, such as taking their parents to see their production units and showing them that the environment in which their daughter is going to work and live is set up by the employer.
\"Initially it was strange to see rural women working.
\"Our society allows women to stay at home in the traditional role of housewives,\" said Shajeevana R . \". V.
From the Ministry of Rural Development in Tamil Nadu.
\"But now these young women are the breadwinners.
Not only that, but we have seen positive social changes because of these jobs.
The girl who has just graduated from school has now postponed her marriage for three to four years.
\"Since this public number, drill holes in the bakery-
Government officials say the private partnership that began in 2005, Kanchipuram and 143,709 young people in 25 other regions have been working with 421 companies including Intel, Nike, Samsung and Nokia.
In an intimate and stylish large factory, hundreds of women in bright pink aprons and headscarves lined up to sit on the machine, as Tamil pop rang from the speakers, busy stitching red satin ribbons and lavender lace straps.
\"It was hard at first.
My parents don\'t want me to come. I\'m scared. year-
Old Visia, who started working in the factory a month ago.
\"But I am used to it and send the money back home now to pay for the construction of my parents\' home.
\"Mamandur village is located in coconut trees and rice fields plantations and is a 30-minute drive from intimate fashion, providing the factory with a stable pool for young women.
Most of the villagers here have no land, rely on physical labor and work Rs 100 per day on the farm ($2).
There is little financial security, and even a basic dinner is questionable if there is no work one day.
Traditionally, girls spend the day doing housework-collecting water from holes, cooking, cleaning, and taking care of their younger siblings.
But villagers say that in many families, the situation has changed due to the Pudu wazwu project.
\"Even food is a problem before I try to send my children to school,\" said Latta Gubendran, the mother of the three children, who is 19 years old. year-
Old daughter Divya, working fashion, monthly salary of Rs 7,000 ($130).
\"Divya is earning more than I thought.
My two little girls were able to go to school and we bought a fridge, a TV and even laid the floor at home.
She\'s like a son I never had.
She brought respect to me and my family.