With intellectual silhouettes sitting at the heart of their ethos, they are working to integrate the use of handwoven fabric in day-to-day life. They use locally grown cotton of Malwa and Nimad region, blend them with other fabrics like tissue, wool, silk, linen to create a special fabric for you. They use zaris to make some beautiful designs like booti, floral art, etc.
They support all their local artisans’ communities. In Maheshwar, almost every family is involved in this art form in one or another way. There were many government programs running along with NGOs to make sure that every artisan gets a good amount of work with timely payment. They work with 2-3 such government agencies and NGOs. They are dedicated to working for the benefit of the weaver community. They are also making the coming generation of weavers believe in the art form and opt for this career.
They use naturally produced yarns and handmade techniques to produce fabrics and outfits. They believe in producing very small batches of fabrics with the least inventory of outfits to create a lower negative impact on the planet. At the same time, this helps the brand to remain exclusive in terms of outfits.