Brand Tone

Authentic & Story-driven, Ethical & Conscious, Artistic & Appreciative, Warm & Respectful, Contemporary yet Rooted

Brand Values

• •Artisan Empowerment
• •Sustainability
• •Cultural Preservation
• •Handcrafted Quality & Uniqueness
• •Ethical Practices

Best Practices

• •Always Spotlight the Handmade and Artisan Aspect: Every piece of copy should, where relevant, weave in the narrative of handcrafted quality and the skilled artisans behind the products. Use phrases like crafted by hand, artisan-made, the touch of an artisan.
• •Emphasize Ethical & Sustainable Values: Regularly incorporate keywords and phrases like sustainable lifestyle, eco-friendly, ethically sourced, women empowerment, and conscious choice to reinforce these core values.
• •Tell Authentic Stories: Share specific stories about the artisans (with their permission), the history of the crafts, or the journey of a product. This builds connection and authenticity, moving beyond generic descriptions.
• •Use Warm, Respectful, and Evocative Language: The tone should be appreciative and celebrate the beauty and skill involved. Use descriptive adjectives that evoke the texture, color, and artistry of the products and the culture they represent (e.g., vibrant hues, intricate embroidery, timeless elegance).
• •Maintain a Blend of Tradition and Modernity: While highlighting heritage, ensure the copy also speaks to the contemporary appeal and wearability of the items for today's consumer. Phrases like Indian aesthetics blend with the new era of fashion capture this well. Avoid language that makes the crafts seem like museum pieces; instead, show how they fit into a modern lifestyle.

Social Perception

Positive & Ethical Brand, Authentic Indian Products, Value for Craftsmanship, Empowering Women

Copy Examples

• •Headline: Drape Yourself in Heritage. Discover [Product Name], handcrafted with ancient Bandhani traditions by our empowered women artisans. Wear a story. Body: More than just a [dress/kurta], it’s a piece of India’s soul, lovingly brought to life. Each thread whispers tales of skill passed down through generations, now reimagined for the conscious, modern woman. Feel the authentic touch of hand-dyed fabric and intricate craftsmanship. Shop now and support sustainable artistry.
• •Headline: From Our Hands to Your Home: The [Home Decor Product] Collection. Body: Invite the warmth of Indian artistry into your space. Our new collection of [cushions/quilts] is meticulously handcrafted by skilled rural artisans, transforming natural materials into timeless treasures. Each piece not only beautifies your home but also helps preserve a precious craft and uplift a community. Choose beauty that gives back.
• •Headline: Consciously Crafted. Ethically Worn. Meet the Artisans Behind Your [Apparel Item]. Body: At Hatheli, transparency and tradition go hand in hand. We believe you should know the story woven into your clothes. Swipe to meet [Artisan's Name], one of the incredible women whose skill and passion bring our designs to life. By choosing Hatheli, you’re choosing to support her journey and the future of Indian craftsmanship.
• •Headline: Sustainable Style, Timeless Appeal: The [Product Line] You'll Cherish. Body: Step away from fleeting trends and embrace enduring elegance. Our [product line] is thoughtfully designed and sustainably made using [mention specific materials/techniques like natural dyes or handloom cotton]. Experience fashion that feels good, looks beautiful, and respects our planet and its people. Explore the collection.
• •Headline: The Palm of a Hand, The Heart of a Craft. This is Hatheli. Body: Hatheli means the palm of the hand – a symbol of the human touch, care, and artistry infused into every piece we create. We partner with India's gifted artisans, celebrating their heritage and bringing you uniquely handcrafted apparel and decor. Discover the magic born from their hands.