Brand Tone

Empowering & Inspiring, Accessible & Approachable, Traditional yet Contemporary, Storytelling & Heritage-Focused, Warm & Celebratory

Brand Values

• •Empowerment (especially for women)
• •Quality & Affordability
• •Sustainability & Ethical Sourcing
• •Authenticity & Heritage
• •Customer-centricity
• •Inclusivity
• •Comfort & Style

Best Practices

• •Anchor in Your "Why": Always circle back to Gatim's core values: empowerment, authentic Indian heritage, quality with affordability, and celebrating the modern woman. Let these guide the language and message of every piece of copy.
• •Speak to "Her," Not Just About the Product: Focus on how the clothing makes the customer feel (e.g., confident, comfortable, connected, empowered). Use "you" and "your" to create a direct, personal connection. The tone should be like a supportive, understanding friend who also has great style advice.
• •Weave in the Heritage Narrative Subtly: While the brand story is rich, avoid overstating it in every short ad. Instead, let the essence of craftsmanship, ethical sourcing, and Indian inspiration infuse the descriptions (e.g., "artisan-inspired prints," "handcrafted feel," "heritage motifs").
• •Maintain an Accessible and Clear Voice: Since affordability and everyday wear are key, the language should be easy to understand, warm, and inviting. Avoid overly technical jargon or overly aspirational language that might alienate the target audience seeking value and practicality.
• •Ensure Visual-Verbal Harmony: The copy should consistently reflect the aesthetic seen in Gatim's product photography and social media imagery – which is often vibrant, focused on the product's wearability, and features relatable settings or a clean, modern presentation of traditional wear. The words should evoke the same feeling as the visuals.

Social Perception

Positive for Quality and Affordability, Appreciation for Ethnic Wear Focus, Empowering Image, Growing Brand, Mixed Physical Store Experiences, Reliable for Online Shopping

Copy Examples

• •Headline: Embrace Your Story. Drape Our Heritage. Body: At Gatim, we believe every woman is a vibrant tale. Our ethically-sourced cotton kurtis, blending timeless tradition with modern ease, are designed to let your unique spirit shine. Comfortable, affordable, authentically you. #GatimWoman #EverydayEthnic
• •Headline: The Softness of Tradition, The Price of Today. Body: Discover the unmatched comfort of pure cotton and the beauty of Indian artistry with Gatim. Quality ethnic wear that celebrates you, without the splurge. Feel beautiful, feel empowered, every day.
• •Headline: From Our Hands to Your Heart: The Gatim Promise. Body: Inspired by a legacy of craftsmanship and built by women, for women. Gatim brings you everyday ethnic wear that’s as strong and beautiful as you are. Experience the difference quality and care make.
• •Headline: Style That Speaks Your Language. Comfort That Understands You. Body: Why choose between looking good and feeling good? Gatim’s contemporary ethnic designs are crafted for the modern Indian woman who values both. Explore our latest collection and find your perfect everyday expression.
• •Headline: More Than Just Clothing. It's a Celebration of You. Body: Gatim is about quality, affordability, and the spirit of being unapologetically yourself. Our thoughtfully crafted ethnic wear is designed to make you feel confident and connected to your roots. Join the Gatim family.