The initiative is by fashion brand United Colors of Benetton, in partnership with Devbhumi, a registered company owned by rural women from remote villages in Uttarakhand. A new initiative # UnitedBy Purposeby a fashion brand aims to empower over 6,000 rural women artisans across India. The initiative is by fashion brand United Colors of Benetton, in partnership with Devbhumi, a registered company owned by rural women from remote villages in Uttarakhand.