Brand Tone

evocative, warm, and reverent, with a friendly and accessible voice that maintains deep respect for cultural significance.

Brand Values

• •Authenticity and Heritage
• •Handcrafted Quality
• •Nostalgia and Emotion
• •Vibrancy and Joy
• •Cultural Connection

Best Practices

• •Lead with Emotion and Story: Start copy with evocative language that connects to feelings of nostalgia, home, and heritage before detailing product features. Use words like "discover," "remember," and "celebrate."
• •Emphasize the Artisan: Always highlight the "handmade" and "handcrafted" nature of the products. Mentioning the skill and dedication of the artisans reinforces the value of authenticity.
• •Use Sensory Language: Describe how the products look, feel, and transform a space. Use words like "vibrant," "sun-drenched," "soft," and "intricate" to paint a picture for the customer.
• •Incorporate the "Aangan" Metaphor: Regularly reference the meaning of "Aangan"—a courtyard, a heart of the home, a place of gathering—to strengthen brand identity and connect products back to the core concept.
• •Maintain a Warm and Respectful Voice: Whether writing a product description or responding to a customer comment, the tone should always be friendly, warm, and deeply respectful of the culture it represents. Avoid overly casual slang, but maintain an accessible and inviting feel.

Social Perception

Generally positive, associated with authentic Indian products and experiences. Customers frequently praise the authenticity, quality, and friendly service, with items described as "Vibrant," "Heritage," and "Ethnic."

Copy Examples

• •Let the light in. ✨ Our handcrafted beaded curtains are more than just decor; they are woven stories, catching sunbeams and memories in every strand. Bring the soul of an Indian courtyard into your home. #AanganOfIndia #HandmadeHome #BohemianDecor
• •Drape your walls in heritage. This piece is meticulously embroidered by skilled artisans, carrying on a tradition passed down through generations. Each stitch tells a story of dedication and artistry, creating a timeless centerpiece that brings the warmth and vibrant spirit of India to any room.
• •Your Home, a Haven of Indian Craft. Tired of the ordinary? Discover authentic, handmade decor from Aangan of India. From vibrant torans to elegant wall art, each piece is crafted with love to make your space uniquely yours. Shop now and get a touch of tradition delivered to your door.
• •A Story in Every Thread ✨ Inside Our New Collection. Discover pieces that do more than decorate—they connect.
• •Crafted by Hands, Cherished Forever. Explore our new collection of authentic Indian decor.