Brand Tone

Empathetic, Ethical, and Inspiring.

Brand Values

• •Empowerment
• •Sustainability
• •Fair Trade
• •Handmade & Authentic
• •Social Responsibility

Best Practices

• •Lead with the "Why": Always connect the product back to the mission. Whether in a tweet or a product description, the story of empowerment and sustainability should be the central theme, not just a footnote.
• •Spotlight the Artisans: Regularly feature the women who make the bags. Share their stories (with permission), name products after them, and show behind-the-scenes content of the crafting process. This reinforces the human connection and authenticity of the brand.
• •Use Empathetic and Uplifting Language: Frame the narrative around hope, resilience, and positive change. Avoid overly technical jargon about recycling and instead focus on the beautiful outcome for both people and the planet. Words like "Hope," "Handmade," "Empower," "Support," and "Transform" should be staples.
• •Educate, Don't Just Sell: Use content to educate the audience about fair trade, the challenges of plastic pollution in India, and the impact of their purchase. An informed customer is more likely to become a loyal brand advocate.
• •Ensure Visual Consistency: The brand's visuals (photography and video) must match its tone. Use bright, authentic imagery that showcases the vibrant colors of the products, the textures of the materials, and the genuine smiles of the artisans. The aesthetic should feel both ethically grounded and joyfully optimistic.

Social Perception

The public perceives Madras Carry as a social enterprise rather than just a fashion brand. It is seen as a "do-good" company that consumers can support to make a positive impact. The narrative of turning trash into treasure while helping marginalized women resonates strongly and forms the foundation of its public image. The brand is associated with conscious consumerism, ethical choices, and high-quality, unique handmade products.

Copy Examples

• •This isn't just a bag. It's a second chance for 50 plastic bottles, and a first chance for the woman who wove them together. Each strand tells a story of resilience and empowerment. Carry a piece of their journey. #MadrasCarry #FairTrade #SustainableFashion #WomenEmpowerment
• •Handmade with Love in India. Woven with Hope for a Better Planet. Discover our collection of fair-trade bags and accessories made from recycled plastic.
• •It started with a simple observation: the immense beauty of India, and the immense challenges its people face. We decided to be part of the solution. Madras Carry was born to empower women in the slums of Chennai and give plastic waste a new purpose. Your purchase directly supports this mission.
• •The 'Jyothi' Basket: Named after one of our incredible artisans, this basket is handwoven from recycled plastic strands. Durable, vibrant, and waterproof, it's perfect for your market trips or beach days. Every weave supports a fair wage and a cleaner Earth.
• •Carry the Change. See Our New Collection.