Anokhi a sustainable indian fashion brand….

Anokhi, established in 1970, is focused on preserving and advancing traditional crafts through design and project funding. Known for its unique prints, styles, and high-quality products, Anokhi aims to be a positive example for ethical business practices and the continued resurgence of traditional skills.

Anokhi has stores all over India and is available in various small shops and online stores.

ORIGIN OF ANOKHI

Anokhi was started by John and Faith Singh in 1970 in Jaipur, with the aim of creating contemporary products using traditional Indian techniques

Using colors from plants is the oldest way to dye fabrics. Anokhi, as leaders in hand block printing for exports, has been improving and expanding on these techniques for the past thirty years. They are always trying to create an environment where traditional textiles are valued, and they aim to build a strong connection between the market and the products they design. This way, they support the skills of traditional craftsmen and the traditions they represent.

Anokhi’s retail locations boast visually captivating and aesthetically pleasing store designs that resonate with the brand’s fashion-forward audience.

IS ANOKHI A SUSTAINABLE BRAND?

For more than 40 years, Anokhi has been working to support and preserve traditional textile practices.

ANOKHI uses only natural dyes from plants and organic cotton for their printed fabrics. These fabrics are decorated with nature-inspired patterns and traditional Rajasthani designs. The clothing design reflects a blend of Indian and Western cultures, giving a special touch to ANOKHI’s production. Each clothing item from ANOKHI comes with a label that tells the story of how it was made and provides instructions on the best way to take care of it.

Techniques used to make ANOKHI’s clothes

ANOKHI gets ideas from the traditional crafts of Rajasthan and works with local artisans who use various traditional techniques. An interdependence of different hand skills is almost always needed to create an original ANOKHI piece, here are some of them.

1. Block Carving
2. Patwa work
3. Gold and Silver print

Block Carving

Patwa work

ANOKHI USP (Unique Selling Point)

1. All products at Anokhi are made from organic cotton.
2. Revival of Rajasthan’s tradition of hand block-printing- It is known for preserving the Ajrakh, Bagru, Balotra, Napthol, Sanganer, jaipur & temple painting styles in contemporary textiles.
3. ANOKHI gets ideas from the traditional crafts of Rajasthan and works with local artisans who use a variety of traditional techniques.
4. A distinct identity was prepared by the brand as using the Anokhi label carrying information on the tag.

Target Audience

Anokhi focuses on customers who live in cities and belong to the middle and upper classes. They also cater to foreign tourists who love Indian crafts. Anokhi mainly sells traditional Indian clothing with dyeing techniques from Rajasthan and hand block printing. They offer these styles not only in clothing but also in items like stationery, accessories, and home decor.

Anokhi’s stores, showcasing their beautiful ethnic clothing, are visually attractive and appealing.