15 Indian brands and small businesses Priyanka Chopra is supporting right now

The impact of the coronavirus outbreak is immeasurable. From a shrinking market to letting go of loyal employees, small-scale companies are striving to stay afloat amid various restrictions. But influential names have taken upon themselves to use their platforms for good: Since Rhea Kapoor launched #TheGoodInfluencer project on Instagram to shed light on local brands, she has received over 7,000 responses and is giving her mark of approval to those most deserving of it. Vogue India’s own weekly campaign, #Homemade, presents homegrown labels, handpicked across fashion, beauty, food and design.

The encouraging sentiment is felt all the way in Los Angeles too. Priyanka Chopra, who has been waiting out the pandemic in her California home with Nick Jonas, also took to Instagram to boost the cause. “I’m making a small start today by supporting a few businesses run by inspiring women. These brands have been impacted by the pandemic and my hope is that we can help give them and their businesses a boost,” she wrote alongside her video, asking followers to extend their support by making purchases. Since then, Chopra’s Instagram stories, tagged #SupportSmallBiz, have been host to mini roundups of female-led brands from India.

All the homegrown Indian brands that Priyanka Chopra wants you to look out for

“When women are financially empowered, they can transform families, communities and countries,” wrote Chopra on August 15, when she marked our 74th Independence Day by celebrating sustainable income and empowerment in pandemic-struck 2020.

Her favourites include Swara - Voice of Women, a handcrafted clothing label that employs women tailors in Rajasthan; I Am Rural, a young social enterprise making accessories; and non-profit Happythreads BySupermoms, that crafts crochet products. Chopra also handpicked Okhai and Sura Kanavu, both of which help tribal female artisans earn their own livelihood.

Earlier, the star gave a shoutout to some labels she has worn in the past, such as Madhurya (Chopra wore a lime green Jamdani sari by the handloom boutique to receive her Padma Shri in 2016), Bollywood-favourite footwear labels Needledust and Aprajita Toor, Mrinalini Chandra (the name behind Chopra’s trend-setting, customised wedding kaliras), among others. The actor also included Ritika Sachdeva’s bohemian-inspired jewellery, Ekà's handwoven dresses, Ka-Sha’s handmade ensembles, Pret labels Anushree and Shruti Sancheti and bakery The Dessert Co by Tania.

Keep scrolling to take a look at some of the local labels that have earned Priyanka Chopra’s support and vote of approval.

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