The COVID-19 pandemic caused a shift in how people, the global economy, businesses, social activities, and our very lives function. With limitations on physical movements and gatherings, the virtual world became our refuge. Companies shifted their operations online to revive struggling businesses and economies. This became the necessity of the moment, and the women of the USHA Silai Schools were no exception. Many women used messaging and social media apps during this time to stay connected to their trainers and continue the process of learning uninterrupted. It was then that Usha launched a mobile app called the Usha Silai app. The app has content on how to sew, various stitching techniques for different garments, and information on the maintenance of sewing machines.
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Sharing how the Usha Silai app helps her in stitching, Godavari, Master Trainer at Usha Silai School in Gorakhpur, Uttar Pradesh, said,
I first see the videos on the app and then do my work. The best feature of the app is that I can view videos on the app and then cut the cloth accordingly. In the videos, they properly spread the cloth and cut it. They teach how to stitch it correctly. I tell everyone that if you download this app, you can refer to the videos there, if you forget anything I may have taught you.
The Usha Silai mobile app provides a wide array of features that aim to enrich the educational journey of individuals interested in learning sewing and tailoring skills.
The app prioritises inclusivity, adaptability and user interaction. The app's offline mode helps users in India with limited internet accessibility to download the content and view it any time they want.
In Gurugram, Haryana is Usha's office. There is a team committed to the Usha Silai School program which facilitates the creation of tutorial videos for the app. And who could be more suitable to provide these tutorials than someone from the Usha Silai School herself? Alka is one such entrepreneur from the Usha Silai School in Meerut.
Alka received training under the Usha-SIDBI training program in 2020. Sharing her experience, Alka said, it was good. Elated with the work she is doing, Alka added,
They taught us very well. I was given all the materials, including a sewing machine. I was very happy and then I ran my school very well. I taught at least 50 women, including young girls.
After basic training, Alka was selected for the advanced training. Her hard work and determination helped her become a master trainer following which she has trained several women at various Silai Schools. Alka's determination is what got her the opportunity to make tutorial videos for the Usha Silai app.
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In a small studio in Gurugram, she gets to showcase her skills while being a guide to thousands of women across the country. She discusses every step in the garment-making process with the production team to make the shoot seamless.
Talking about how it happened, Alka explained,
I was doing well and I also felt I was worthy and deserving. My work was good. When I was told that I would have to come to the head office in Gurugram, I was a bit scared to begin with but then I was excited. I thought being called to the head office must mean something special. At first, I was worried about how I would get there, and whether I would be able to do anything or not. But once I came here, I liked it. I met Rupa ma'am and while we were there for four days, I spoke to her and told her to give me another opportunity and call me again.
Alka has been coming to the head office to record videos for the Usha Silai app for almost a year now. She feels good as she gets to learn something new and interact with Usha's senior management.
A script is written before the shoot begins to keep the language simple and make the videos easier for women to understand. Alka performs each step while explaining what she is doing. This includes measuring the cloth according to the garment she's making, cutting the fabric, and stitching. In the tutorial, Alka also explains various parts of a machine and what to do in case the thread breaks while sewing.
Talking about the need for an app, Rupa Tete, Vice President of Usha Social Services said,
During the COVID-19 pandemic, we came to understand that we could connect with the rural Silai School women through various digital means like WhatsApp, Zoom and Google Meet, among others. Recognising this opportunity, we felt that we could utilize this digital space to make learning continuous for rural women and we started providing new content through our Usha Silai app. Interestingly, the content is made with a lot of contributions coming from Silai School women themselves who participate in the shoot and also help with the translations and voice-over.
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Alka can make four to five garments along with the tutorial videos, in a week that she visits the office. This process has given her a newfound confidence and has widened her horizons. Like Alka, other master trainers support the making of videos.
Sharing how these videos have opened new doors for her, Alka said,
I now have an identity of my own. There were things I didn't know about to start with. Now, I know how to make videos. It also helps me earn a little more money. Now that I have money, I can spend it on whatever I want. Whatever I earn, I focus on spending it on my children. I hadn't been anywhere on my own, but after joining Usha, I have had plenty of opportunities to travel around.
Once done with the shooting process, these videos are edited by the Usha Silai School program team. While the shoot was done in Hindi, the videos need to be translated and dubbed to help women understand the instructions in a language they are comfortable in.
The USHA Silai App stands as a hope of not just empowerment but development, reaching beyond language barriers set in a digital world. With its availability in 12 regional languages, this digital platform ensures that the art of sewing and tailoring is accessible to all, fostering inclusivity in the learning experience.
Apart from sewing skills, the app also keeps the user up to date with the latest trends. With regularly updated design content, users can learn new techniques and the latest styles. The app is updated weekly with tips and hacks to enhance the user's creative journey.
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Now, let's zoom in on the town of Dholka, in the vibrant state of Gujarat where the transformative power of the USHA Silai App takes a micro perspective.
Through a meticulous selection process within the USHA Silai School community, USHA identified the most skilled and dedicated women for this important role. Meet Geetaben and Sanofar, seasoned experts from the USHA Silai School who play a pivotal role in bringing this digital revolution to their community.
Gitaben, Trainer from Usha Silai School in Gujarat's Dholka recalled,
When we recorded the video and sent it to Usha, we had to do it two to three times. That's when we realised there were problems with the speed of the voice. So we did it again in a calm and relaxed environment and that is how we got selected. The voiceover has to be in clear Gujarati.
Sharing the workflow, Gitaben, who has been associated with Usha for three years, added,
There are two women in Usha here. One translates and one does the voice-over. When I do the translation, the other lady does the voice-over. That is how we work together.
A dedicated WhatsApp group serves as the hub for this process, providing scripts in Hindi and English. One of the ladies, armed with linguistic proficiency, meticulously translates these scripts into Gujarati using an Excel sheet, tailoring the content for local understanding and consumption. Simultaneously, the other one lends her voice, recording seamless voiceovers that breathe life into the educational material. The meticulous nature of the checking process within the group ensures technical precision, from pronunciation to background noise and pacing. This also ensures that women at the grassroots will be able to understand what is being said.
As the videos take shape, these women contribute not just in translation and voiceovers but also play a crucial role in the validation process. Their keen eyes and ears ensure a flawless learning experience before the content finds its place on the USHA Silai App, marking another stride toward empowerment not just in Gujarat but across the country.
The USHA Silai App emerges as a revolutionary concept, offering mutual benefits to both its users and the dedicated Usha Silai School women who create and produce its content.
Women who may have limited access to traditional educational resources are now using smartphones to learn the art of sewing through Google Meet, Zoom and WhatsApp. The women are making the best use of such platforms to discuss sewing content and community issues. Through virtual visits on WhatsApp, Usha Silai School instructors can provide guidance and share instructional content among women. These virtual visits enable real-time interaction, allowing learners to seek clarification, showcase their progress and receive immediate feedback.
Sanofar, a Master Trainer from Usha Silai School in Gujarat's Dholka, enjoys doing voice-overs and translations. She said,
Sometimes the work goes on till 1-2 o'clock in the night. The money I get for doing the voice overs helps me at home and it feels very good. After being associated with the Usha Silai School, I used the money to buy myself a scooter. I don't have the scooter anymore. I sold it to buy a four-wheeler.
The efforts these women have put into building their digital skills have seen them grow by leaps and bounds, and have opened up a whole new world for them. The Silai app has truly been beneficial for thousands of women and has helped several people across India with sewing techniques. You too can download the app and develop a new skill.
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