Brand Tone

Elegant, Sophisticated, Authentic, Heritage-Focused, Empathetic, Ethical, Passionate, Reverent, Modern, and Accessible

Brand Values

• •Craftsmanship: Celebrating and preserving the intricate, handcrafted nature of Chikankari.
• •Authenticity: Providing genuine, high-quality Chikan fabrics.
• •Heritage Preservation: Dedicated to maintaining the rich lineage of Chikankari embroidery.
• •Artisan Empowerment: Supporting artisans through ethical practices and global recognition.
• •Elegance & Beauty: Offering products that embody grace and artistry.
• •Purposeful Fashion: Believing that clothing can tell a story of tradition and human skill.

Best Practices

• •Use phrases that evoke tradition, legacy, and the passage of skill.
• •Avoid generic fashion jargon.
• •Highlight artisan support as a key differentiator and value proposition.
• •Balance Tradition with Modern Appeal: While the craft is traditional, ensure the copy speaks to how these pieces fit into a contemporary wardrobe and lifestyle, appealing to modern sensibilities.
• •Maintain a consistent tone of Elegant, Authentic, Empathetic, Passionate and Modern.

Social Perception

Seen as a Premium Niche Brand specializing in a specific traditional craft like Chikankari. Perceived as culturally rich and supportive of artisans, with growing engagement on platforms like YouTube and Instagram, indicating a community interested in their offerings.

Copy Examples

• •Experience authentic craftsmanship that empowers communities.
• •#Eksutram #ChikankariLove #HandcraftedHeritage #EthicalFashion #ArtisanMade
• •Join our revolution of heritage and style.
• •Eksutram specializes in Chikankari fabric, particularly sarees and suits, emphasizing intricate, handcrafted embroidery.
• •Fashion with a purpose, where every thread tells a story of heritage, perseverance, and artistry.