Stories told on fabrics, through Indian traditional art.
Our journey began in a very different world—of chemistry, corporate roles, and predictable paths. Until curiosity led us to a group of women artisans creating hand-embroidered fabrics. Around the same time, an industry downturn had disrupted many households, and we witnessed how deeply it affected these women—their skill intact, but their livelihoods uncertain.
Coming from regions where such crafts are part of everyday life, we understood the value of what they carried—generations of knowledge, often overlooked. We began simply, working with small groups of artisans, not with a business plan, but with the intention of creating meaningful work and restoring dignity.
What started modestly began to grow. The craft resonated. With support from institutions and guidance from mentors, we showcased at exhibitions, where people connected with the authenticity of what we were creating. That response encouraged us to travel further—exploring crafts across Gujarat, Rajasthan, Madhya Pradesh, the South, and the East—each adding depth to our narrative. For us, it was never just about clothing, but about storytelling through craft.
As the journey evolved, we sought something more permanent. In 2007, we opened our first store in Ahmedabad—not just as a retail space, but as a reflection of heritage and handcrafted excellence. With the wisdom of mentors and collaborations with master artisans across India, our approach continued to evolve—balancing tradition with contemporary relevance.
Today, with a growing presence across cities and a strong community of artisans at our core, we continue to build on what we began— a purpose led journey, where every thread carries a story, and every creation honours the hands behind it.
