Get acquainted with the local labels we’re going vocal for

by Drishti Mistry

As a website that works towards bringing you the finest of fashion – from designer labels to covet to lesser known labels to love, we also aim to become the platform that enables small-scale businesses that are doing phenomenal work when it comes to preserving our traditional crafts and techniques through fashion. While we hope to continue to do so now and in future, we thought we’ll dedicate the month of August to highlighting some of the homegrown hidden gems that are available on our website. Scroll ahead to find our favourites…


With over 35,000 women artisans employed to create beautiful authentic chikankari work on easy and eternally cool ethnics, this label brings the sartorial pride of Lucknow to your closet. Fun fact: this label is commonplace in the closets of celebrities across ages from Kajol to Janhvi Kapoor. What we love: Their crisp white and pastel kurtas.

Shop Ada’s full collection here.


Originated from the Okhmandal region of Gujarat, this label will have you feeling good while looking good. This is because the proceeds from the label go towards empowering the local tribes of the region. What we love : their effortless silhouettes both ethnic and contemporary featuring the indigenous crafts of the Ahirs and the Rabaris who call this region home.

Shop Okhai’s full collection here.


Transforming Punjabi craftsmanship into wearable ethnic pieces, this label is for the woman who takes pride in ageing gracefully. With clean cuts and use of luxurious fabrics, this label is sure to become a firm favourite in every closet. What we love: their finely finished salwars with intricately done borders.

Shop Nuhh’s full collection here.

Lavanya the Label

From the Bhilwara region of Rajasthan, this label works with local craftsmen to create contemporary-looking ethnic pieces with authentic hand block prints and traditional trims. What we love: the clever use of gota patti and signature dupattas.

Shop Lavanya the Label’s full collection here.


An urbane label that offers modern pieces featuring traditional crafts, Gulaal is a Jaipuri brand that takes great pride in its origins. Synonymous with the auspicious festival of Holi, this label is home to comfort-first, striking and quality fabric clothing. What we love: breathable cotton pieces ranging from dhoti pants to day dresses.

Shop the Gulaal’s full collection here.

Fancy Pastels

Hand done and handcrafted with love, Fancy Pastels brings to the table a unique take on traditional crafts. Marrying hand block prints and hand painting with unconventional motifs to contemporary silhouettes, this label embodies the modern millennial India perfectly. What we love: Their hand block printed dresses, jumpsuits and tops.

Shop Fancy Pastel’s full collection here.

Notch Above

Hailing all the way from Telangana, this sustainable fashion label offers comfortable, casual and contemporary clothing for the modern Indian women. What we love: Ikat pieces that go from boardroom to brunch.

Shop Notch Above’s full collection here.


Looking for an instant lift on your festive and evening looks? This is the label to look for. Featuring standout clutches with intricately hand done artisanal embroideries, this is the label your bags collection will thank you for. What we love: embellished evening bags.

Shop Angeline’s full collection here.


A label that advocates slow living in India, Beej nudges you to live more mindfully within the modern chaos. The label celebrates the rich artisanal heritage of the country through their expertly crafted pieces. What we love: one-of-a-kind bags crafted from recycled cork material.

Shop Beej’s full collection here.


With the goal of creating more mindful and meaningful pieces that will last seasons, Satat is a sustainable jewellery brand that features seasoned craftsmanship, eco-friendly materials and processes. What we love: geometric jewels and accessories that make a statement.

Shop Satat’s full collection here.


Born out of the love for handcrafted jewels and geometry, this Kolkata-based label endorses edgy pieces painstakingly crafted by the skilled artisans of West Bengal. What we love: jungle themed and animal-inspired larger-than-life jewels.

Shop Zohra’s full collection here.

Vareli Bafna

Blending the Punjabi silhouette of juttis and potlis with regal Udaipuri embroideries, this eponymous label is an ode to the melting pot of cultures that the country really is. Ancestral heritage, modern interiors and the classic Maharani looks serve as the main sources of inspiration for this label’s mood board. What we love: Embellished jutti and clutch options that are made to match.

Shop Vareli Bafna’s full collection here.

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