Brand Tone

Aspirational, Poetic, and Sophisticated. It is deeply personal, often weaving in themes of memory, heritage, and artistry, using evocative and rich language to create an aura of luxury.

Brand Values

• •Heritage and Craftsmanship
• •Authenticity and Storytelling
• •Quality and Exclusivity
• •Versatility and Modernity
• •Innovation

Best Practices

• •Lead with the Story: Always connect the product back to its inspiration, whether it's Chhaya's personal history, the city of Banaras, or a piece of poetry. Use storytelling to elevate the product beyond its physical attributes.
• •Employ an Evocative Vocabulary: Consistently use words that reflect luxury, art, and heritage. Terms like "artisanal," "heirloom," "bespoke," "legacy," "poetic," "hand-woven," and "timeless" reinforce the brand's sophisticated tone.
• •Center the "Muse": Write for and about the brand's ideal customer: the self-reliant, modern woman who is rooted in her beliefs. Address her intelligence, her appreciation for quality, and her multifaceted life.
• •Highlight the Craftsmanship: In every description, mention the specific techniques used (e.g., "Kadhwa technique," "hand block printing," "zardozi embroidery"). This educates the customer and justifies the premium positioning.
• •Maintain a Personal Touch: Use the founder's voice and vision ("In her own words...") to create a sense of authenticity and connection. This reinforces that customers are buying from a person with a passion, not a faceless corporation.

Social Perception

Highly positive; viewed as a reputable, high-end designer label known for its quality and unique aesthetic. Customers feel satisfied and exclusive, often highlighting the compliments they receive. Perceived as creative, detail-oriented, and authentic, with significant credibility in the media and fashion industry due to its commitment to Indian textiles and clear design vision.

Copy Examples

• •Drape yourself in a whisper of Banaras. Our new 'River of Memories' collection captures the timeless flow of heritage in threads of pure silk and hand-woven artistry. Each saree is not just an outfit, but a poem you can wear. Discover the legacy.
• •For the woman who commands the boardroom and cherishes her roots. The 'Aarohi' Kurta Set, crafted from breathable handloom cotton with subtle zardozi detailing. Effortless elegance for your dynamic life. Shop now for versatile luxury.
• •Inspired by the poetry of Mughal gardens at dusk, this Anarkali gown is a romance of French lace and Indian craftsmanship. The flowing silhouette and intricate hand embroidery create an aura of quiet sophistication. A timeless piece for the connoisseur.
• •This festive season, don't just dress up. Tell a story. The Chhaya Mehrotra 'Utsav' collection is a celebration of heirloom crafts and contemporary design. Find your piece of heritage.
• •A Gift From Banaras: Inside Our Newest Couture CollectionFrom our founder's childhood memories to our artisans' hands, to you. We invite you to experience the journey of our latest collection, where every piece is infused with a story of passion and poetry. Explore the magic...