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“From Little Things Big Things Grow” is a saying that we’ve all heard from our grandmothers over the years. By pivoting from commerce to COVID-19 relief, boutique home-grown brands are offering up to 100 per cent of their proceeds to NGOs.
Suhani Parekh of Misho Designs, known for sculptural jewellery designs that sell globally, is currently in London and says, “My heart is in India, it’s where both my family and team is.” The brand has already committed 100 per cent of proceeds from their Mina Sung Cuffs to COVID relief charities this month. And she is considering extending that to donating 10 per cent of all sales as well. “It seems to be the smaller brands who are responding, but I hope bigger brands also become a part of this,” Parekh says.