Brand Tone

Reverential, Passionate, and Educational

Brand Values

• •Authenticity
• •Heritage Preservation
• •Artisan Support
• •Quality and Simplicity
• •Customer Centricity

Best Practices

• •Lead with the "Why": Always start with the story, the heritage, or the artisan behind the product before detailing the features. The emotional connection (the "why") is your strongest asset.
• •Use Evocative, Sensory Language: Use words that evoke touch, sight, and emotion. Phrases like "the soft caress of mulmul cotton," "vibrant, sun-kissed dyes," and "patterns stamped with a patient hand" create a richer experience than just saying "100% cotton."
• •Educate, Don't Just Sell: Frame your posts and descriptions as a chance to share knowledge. Explain what a "dohar" is, the story behind a "bootah" (motif), or the complexity of the block-printing process. This builds authority and value.
• •Embrace Imperfection as a Feature: Continue to be transparent about the nature of handmade goods. Frame "slight irregularities" not as flaws, but as "the unique signature of the artisan," reinforcing the values of authenticity and human touch.
• •Maintain the Founder's Voice: Keep the personal touch alive. Whether in emails or social media captions, writing from the founder's perspective ("I travel to find...", "We believe...") strengthens the connection with the audience and differentiates the brand from larger, corporate competitors.

Social Perception

Overwhelmingly positive, characterized by high trust and satisfaction, appreciation for authenticity, and a strong personal connection due to the founder's involvement.

Copy Examples

• •Each thread tells a story. Each pattern holds a piece of history. Our new 'Mehr' collection is more than a bedsheet; it's a piece of Rajasthani soul, hand-printed with devotion by our master artisans. Bring home not just a design, but a legacy. #AtulyaDharohar #IncredibleHeritage #HandmadeHome
• •Tired of the ordinary? Your home deserves a story. At Atulya Dharohar, we travel to the heart of India to bring you authentic, handcrafted textiles that breathe life into any space. Feel the softness of pure cotton and see the beauty of an art form passed down through generations. Discover our collection.
• •Wrap yourself in centuries of tradition. This Kalamkari dohar is a masterpiece of patience and artistry, featuring intricate motifs that narrate ancient tales. Made with three layers of the softest mulmul cotton, it offers breathable warmth and an elegance that is truly timeless. By choosing this piece, you are helping to keep an incredible heritage alive.
• •From the Artisan's Table to Your Home: Our New Collection is Here
• •Beyond Decor. This is Heritage. Authentic, Handcrafted Textiles for the Modern Home.