Brand Tone

Aspirational yet Accessible, Youthful and Fashion-forward, Empowering and Modern, Vibrant and Expressive, Friendly and Engaging

Brand Values

• •Affordability & Value
• •Quality
• •Modernity Rooted in Tradition
• •Customer-centricity
• •Empowerment of Women
• •Made in India

Best Practices

• •Know Your Audience Deeply: Consistently speak the language of the modern Indian woman aged 18-35 – aspirational, aware of trends, digitally savvy, and seeking value and style. Tailor messaging to her lifestyle and preferences.
• •Emphasize Empowerment and Confidence: Use language that uplifts and resonates with independence and self-expression. Words like confident, evolved, free-spirited, define your own style, and masterpiece (as seen in their product descriptions like ARHAA is a work of art. But on you, it becomes a masterpiece) should be woven in naturally.
• •Balance Aspiration with Accessibility: While showcasing trendy and fashionable designs, always bring it back to affordability and approachability. Avoid overly exclusive or high-fashion jargon that might alienate the target demographic.
• •Highlight Key Value Propositions Consistently: Regularly reiterate core values like fashionable, affordable, quality fabric, modern Indian, Indo-Western, and Made in India across all platforms and copy.
• •Maintain a Vibrant and Positive Voice: Use enthusiastic and positive language. Incorporate descriptive words that evoke the colors, textures, and feel of the garments (e.g., vibrant motifs, comfortable fusion, chic yet functional). Keep the tone friendly, engaging, and helpful.

Social Perception

Emerging Brand, Fashionable and Trendy, Value for Money, Online-Focused, Positive Intent (as per brand claims)

Copy Examples

• •Headline: Own Your Vibe. Discover Arhaa. Body: Free-spirited? Independent? Uniquely YOU? Our latest collection of ethnic and fusion wear is designed for the modern Indian woman who defines her own style. Affordable, fashionable, and oh-so-chic. Shop now at arhaa.co! #ArhaaStyle #ModernIndianWoman #EthnicFashion
• •Headline: From Desk to Dazzle – Effortlessly Arhaa. Body: Who says ethnic wear isn't for every day? Arhaa brings you versatile kurtas and co-ords that blend timeless tradition with contemporary cool. Look fabulous, feel comfortable, and conquer your day. Explore the new range! #ArhaaEveryday #FusionFashion #WorkToWeekend
• •Headline: Festive Feels? We’ve Got the Fits! Body: Light up every occasion with Arhaa’s stunning festive collection! ✨ Vibrant colors, exquisite details, and styles that make you shine. Quality you'll love, prices you'll adore. Find your perfect festive look today. #ArhaaFestive #CelebrateInStyle #IndianFestiveWear
• •Headline: Young. Fashionable. Affordable. That’s the Arhaa Promise. Body: Why choose between style and your budget? Arhaa delivers the latest ethnic and Indo-Western trends without breaking the bank. Be bold, be beautiful, be you. Your new favorite outfit is waiting! #ArhaaAffordableFashion #TrendyEthnic #ShopSmart
• •Headline: Arhaa: Where Tradition Meets Trend. Body: Fall in love with designs that tell a story – your story. We craft each piece with quality fabrics and a modern touch, celebrating the spirit of today's Indian woman. Chic, versatile, and proudly made in India. Discover your signature style at Arhaa.co. #ArhaaModernTradition #MadeInIndiaFashion #EthnicChic