The label expresses the need to believe in oneself through the exploration of modern elegance, timeless tradition, lavish luxury, and sophisticated beauty. The designer, Bindu Giri, has merged design with craft, implementing various nuances of design technique and staying close to the understated class. Their designs & artisans have won and been nominated for a number of National Awards over the years.

Power loom costs to the environment are large & not sustainable in the long term. Handloom production is highly environmentally friendly, as there are no electrical costs associated with the operation of the loom. Bindu Giri is attempting to slowly integrate new technologies & knowledge-based training to further extend environmental efficiencies across the supply chain. Bindu Giri institutes various schemes to ensure their workers enjoy a comfortable and rewarding working life. Pit-looms are set up in their respective homes in villages across India so as to help them improve their lifestyle, mitigate the cost of living, ensure their children are being educated, all the while under flexible work hours — this encourages more women to come to the forefront of the skill pool. Encouraging and providing children with education subsidies has also been instituted.