Our heroes: Hotels, fashion houses and retail brands join the fight against Covid-19

Pratishtha Rana
In Covid-19’s second wave, the demand for medicines, health care, food and sanitary resources has exceeded supply. While the government is grappling with the increasing number of cases, good Samaritans are saving the day.
Big and small hotels, fashion, art and design entrepreneurs and retail brands are also doing their bit by organising fundraisers, donation and vaccination drives. We salute these heroes of India’s luxury sector and appeal to you to support them.
Also read: Covid relief initiatives by top chefs, restauranteurs and fashion designers.
Amiraah India
Amiraah India, a multi-designer store in Kanpur, has launched the Karigari initiative in association with Sanatkada, a Lucknow-based art and crafts organisation that supports local artisans. The ongoing virtual festival until May 26, 2021, on www.amiraahindia.com, showcases handmade-in-India products, rich in heritage and design. 100 per cent proceeds of this sale will go directly to the karigars associated.
Amiraah India
Amit Aggarwal
Fashion designer Amit Aggarwal has launched Create-Care-Commune, a limited-edition sale of artwork. hand-drawn and signed by him. The art is a mix of black and white and colour prints. All proceeds from the sale will be given to MCKS Food that is providing meals, dry ration kits and protective gear to the needy.


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A post shared by Amit Aggarwal (@amitaggarwalofficial)

Designer duo Ankur and Priyanka Modi of label AMPM have partnered with Give India for organising an inoculation drive for the underserved, underprivileged communities of India. Their aim is to vaccinate 15,000 people and provide post-vaccination support. A fundraiser is active on Give India. AMPM has also pledged to give 30 per cent sale proceeds to this cause.
AMPM and Give India’s NGO partners for this initiative are CHD (Centre for Holistic Development), SFDC (Society for Child Development) and TYCIA (Turn Your Concern into Action).


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A post shared by AMPM (@ampmfashions)

Baro Market
Srila Chatterjee’s brainchild Baro Market and Srimoyi Bhattacharya’s lifestyle PR agency Peepul Consulting came together to support India’s local artists with a successful fundraiser, Chitrakar Relief Sale. In the past week, Baro sold artworks of ten artists, of which 100 per cent of proceeds were given to the creators for the sustenance of their family, students and community. As announced on Instagram, Baro has raised almost Rs15 lakhs so far.


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A post shared by BARO MARKET (@baromarket)

Hyatt Regency Delhi
Hyatt Regency Delhi teamed up with EO New Delhi to distribute nutritious food packets to the underprivileged Covid-affected families in Delhi-NCR. The care kit includes a set lunch box, mid-meal and dinner and can be home delivered by Swiggy Genie for Rs1.
If you know of anyone in need of food in Delhi-NCR, write to Hyatt Regency on Instagram for support.


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A post shared by EO New Delhi (@eonewdelhi)

JW Marriott Mussoorie
JW Marriott Mussoorie Walnut Grove Resort, tucked away in the Uttarakhand Himalayas, is feeding fresh meals to its community in need of care. Every day, under its Serve 360 initiative, this 5-star property is distributing 50 food packets to Covid-affected patients in the Civil Hospital in Landour.

Taj Hotels
IHCL launched #MealstoSmile, a campaign to serve free meals to frontline Covid warriors. So far, they have served around 1,00,000 doctors, medical staff and patients in partnership with Taj Public Service Welfare Trust, its food delivery service Qmin App, Airline food caterers Taj SATS, the non-profit World Central Kitchen, chef Sanjeev Kapoor and Deutsche Bank.


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The Lalit Group
The Lalit Hotels and Keshav Suri Foundation have joined hands with Shri Vishwakarma Skill University to launch a nationwide campaign to provide free, freshly cooked meals to families affected from Covid-19. The hotel group’s volunteers are home delivering water and food to the relatives of patients waiting outside hospitals and to workers across crematoriums in India.
People in need of help and assistance can email them on info@keshavsuri.foundation


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A post shared by The Lalit Hotels (@thelalitgroup)

Tribe Amrapali
Known for their experimental designs in traditional and modern jewellery, Tribe Amrapali donated 100 per cent profits of its sale, from May 18 to May 20, to JCF – Jaipur Citizen Forum for covid relief. JCF will use the raised money to install oxygen plants at hospitals in the city, including the Jaipuria Hospital, Rajasthan University of Health Sciences and Sawai Man Singh Hospital.


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A post shared by Tribe Amrapali (@tribebyamrapali)

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