About Us

We have successfully delivered over 20,000 orders with a return rate of just 3% over time — a remarkable milestone for an Indian fashion brand and a true reflection of the trust and satisfaction our customers have in us.

Why did we start this brand in such a competitive market, when everyone in India was launching their own fashion label

Fast fashion never truly captivated me. Its transient trends, mass-produced fabrics, and often soulless designs never held my attention for long.

There’s something profound in garments that carry stories. The rich textiles, the deep work behind each motif, the history etched into every thread—these are more than clothes. They are legacies. When I see traditional prints, I see meaning.

The decision to start a hand block printed brand wasn't just a business move—it was a deeply personal journey rooted in heritage, craftsmanship, and a desire to preserve something truly meaningful.

Growing up, I was always fascinated by the intricate patterns and textures that adorned the traditional textiles in my home. Each piece told a story—of the artisan who carved the block, the hands that printed it, and the cultural legacy it carried.

As time passed and mass production took over the fashion and textile industries, I noticed that these age-old techniques were slowly fading into the background. That realization struck a chord with me.

Hand block printing is more than just a method—it's an art form that celebrates patience, precision, and individuality. No two prints are ever exactly the same, and that uniqueness is what drew me in. I wanted to create something that honored this tradition while bringing it into contemporary spaces. Something that would speak to people who value authenticity, sustainability, and storytelling through designs.

Starting this brand is also about empowering artisans. Many of them have been practicing their craft for generations but struggle to find markets that appreciate their work. I wanted to build a bridge between their hands and the world—creating opportunities, fostering fair trade, and making sure that their skills are not just preserved, but celebrated.

Ultimately, this brand is a tribute—to the beauty of the imperfect, to the elegance of slow fashion, and to the timeless rhythm of hands printing fabric, block by block.