Brand Tone

Evocative & Storytelling, Appreciative & Respectful (towards artisans and craft), Elegant & Authentic, Warm & Customer-centric, Informative & Passionate

Brand Values

• •Tradition & Heritage Revival
• •Artisan Support & Empowerment
• •Sustainability
• •Authenticity & Quality
• •Storytelling & Connection
• •Elegance & Grace

Best Practices

• •Embrace Storytelling: Always look for the story behind the product, the craft, or the artisan. Weave this narrative into product descriptions, social media posts, and blog content. Every item has a "Katha" (story).
• •Champion the Artisans: Regularly highlight the skill and dedication of the weavers and artisans. Use respectful and appreciative language when referring to their work. Share their stories when possible.
• •Use Rich, Evocative Language: Employ descriptive adjectives that convey elegance, tradition, authenticity, and the sensory beauty of the textiles (e.g., "intricately woven," "vibrant hues," "earthy tones," "soft mulmul").
• •Maintain a Warm and Respectful Customer Interaction Style: In all communications, from responding to comments and messages to handling customer service inquiries, maintain a tone that is helpful, appreciative, and reflects the brand's respect for its community.
• •Educate and Inspire: Share knowledge about different weaves, printing techniques, the cultural significance of motifs, and care for handloom products. This positions the brand as a passionate authority and deepens customer connection to the products and their heritage.

Social Perception

High-Quality & Unique Products, Trustworthy & Reliable, Ethical & Supportive of Artisans, Elegant & Aspirational, Good Customer Service

Copy Examples

• •For a new Saree Collection: "Drape yourself in a whispered legend. Our new [Saree Type, e.g., Bandhani Silk] collection is more than just silk and thread; it's a vibrant narrative handwoven by master artisans, carrying generations of skill in every motif. Discover the story you'll wear. #KapaasKatha #StoriesInThread #ArtisanCrafted"
• •Highlighting Artisan Support: "With every Kapaas Katha piece, you embrace not just timeless elegance, but the hands that shaped it. We stand with India's weavers, ensuring their incredible artistry continues to flourish. Choose craft, empower a legacy. #SupportArtisans #SustainableFashion #IndianHandloom"
• •For a Home Decor Item (e.g., Bedspread): "Let your home narrate a tale of tradition. Our [Product, e.g., handblock printed cotton bedspreads] are crafted with heart, bringing the soul of Indian artistry into your sanctuary. Sleep wrapped in stories, wake up to heritage. #KapaasKathaHome #HandmadeHome #TextileArt"
• •Focusing on Authenticity & Quality: "Pure threads, pure passion. At Kapaas Katha, authenticity isn't a trend, it's our promise. Each piece is meticulously hand-picked, a testament to the enduring beauty of genuine Indian craftsmanship. Experience the difference tradition makes. #KapaasKatha #AuthenticIndian #QualityCraftsmanship"
• •For a Festive Occasion: "Illuminate your celebrations with the grace of heritage. Our festive collection weaves together vibrant hues and timeless traditions, creating pieces that tell a story as unique as your own. Step into the festivities with Kapaas Katha – where every garment is a celebration. #FestiveWear #IndianTradition #KapaasCelebrates"