Brand Tone

Artisanal & Authentic, Ethical & Conscious, Passionate & Loving, Culturally Rich & Modern, Appreciative & Personal

Brand Values

• •Craftsmanship & Heritage: Valuing traditional Indian art forms, techniques, and the skill of artisans. The name "Hatheli" itself means 'Palm of the Hand,' valuing "rawness and inventiveness" from human creation.
• •Sustainability: Promoting eco-friendly practices and materials. They state "Hatheli fosters a sustainable Lifestyle."
• •Women Empowerment: Actively supporting and providing opportunities for women artisans.
• •Authenticity & Quality: Focusing on genuine handmade products and ensuring quality. The disclaimer about variations in handmade products adds to this authenticity.
• •Cultural Dissemination: Aiming to spread Indian values and art to a wider audience.
• •Customer Connection: Implied through personalized touches like handwritten notes and positive customer service experiences.

Best Practices

• •Develop a Brand Voice Guide: Create a document outlining key vocabulary (e.g., "handcrafted," "artisanal," "sustainable," "empowerment"), phrases to use and avoid, the desired emotional connection with the audience, and the core values to be consistently reflected.
• •Prioritize Storytelling: Weave narratives around the artisans, the traditional techniques, the cultural significance of designs, and the impact of choosing sustainable fashion. This reinforces authenticity and emotional connection.
• •Emphasize "Handmade" and "Artisan": Consistently use terms that highlight the human element and skill involved in creating the products. Explain the unique nature and slight variations of handcrafted items as a mark of authenticity, as already mentioned in their disclaimers.
• •Integrate Values Naturally: Instead of just stating values like "sustainability" or "women empowerment," show them through stories, product descriptions (e.g., "made by empowered women artisans using eco-friendly dyes"), and impact statements.
• •Maintain a Warm, Respectful, and Slightly Evocative Tone: The language should feel personal (like a "handwritten note"), respectful of the artisans and culture, and evocative of India's beauty and craft traditions. Avoid overly casual slang or overly corporate jargon. Ensure all writers and content creators are trained on this voice.

Social Perception

A champion of artisan-made, sustainable fashion; Affordable for its category; Empowering to women; Authentically Indian; Good quality and stylish

Copy Examples

• •From our palm to yours, experience the soulful artistry of India. ✨ Our new [Product Name] Kurta, handcrafted with love by empowered women artisans, weaves ancient traditions into a style that speaks to today. Embrace sustainable elegance. #Hatheli #HandmadeWithLove #SustainableFashion #IndianCraft #WomenEmpowerment #EthicalStyle
• •Dress with intention. Hatheli brings you fashion that feels good, inside and out. Each piece is a testament to India's rich heritage, sustainably made by talented women artisans. Discover unique, handcrafted apparel that tells a story. Shop now and wear your values. [Link to website] #ConsciousFashion #ArtisanMade #SupportHandmade #HatheliOfficial #EthicalShopping
• •Crafted in the lap of nature, this [Fabric Name, e.g., breathable cotton] dress carries the whispers of ancient looms and the skill of generations. [Mention specific craft, e.g., Adorned with delicate Kantha embroidery,] each stitch is a mark of authenticity, brought to life by the skilled hands of our partner artisans. At Hatheli, we believe in fashion that honors both heritage and the hands that create it.
• •Hatheli Unveils: New Arrivals Woven with Tradition & Modern Grace 🌿 (Body snippet): Dear [Customer Name], discover our latest collection where timeless Indian artistry meets contemporary design. Each handcrafted piece supports sustainable livelihoods and celebrates the incredible skill of our women artisans...
• •Hatheli means 'palm of the hand' – a symbol of the human touch, the raw creativity, and the heartfelt passion poured into every garment. We journey across India to collaborate with gifted local artisans, primarily women, ensuring their invaluable skills not only survive but thrive. Join us in wearing a piece of India's soul, consciously crafted for a more beautiful and equitable world.