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handmade . indigenous . timeless

Join us in the journey of exploring handmade textile & craft traditions in India, practiced tirelessly by local artisans. We are a bunch of curious enthusiasts who travel to different states of our country, meet artisans, document what we learn from them and bring their work to you in timeless pieces of clothing :)

Ajrakh is back!

Ajrakh is a hand block printing textile from Kutch, Gujarat defined by its earthy dyes with motifs deriving inspiration from nature. The craft came to Kutch region in Gujarat from Sindh, while its roots stretch to the Indus Valley Civilization. read more

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Shop our bestsellers!

Kalamkari

Kalamkari is an age-old craft currently practiced in two styles, with pen and with... 

Kolhapuri Chappals

Kolhapuri Chappals are native to the Indian state of Maharashtra. They are... 

Ajrakh

Ajrakh is a hand block printing textile from Kutch, Gujarat defined by its earthy... 

What is Kalamkari?

Kalamkari is an age-old craft currently practiced in two styles, with pen and with blocks; in the Indian state of Andhra Pradesh. We are bringing to you the latter style which is carried out by hand block printing using natural dyes. read more

Shop Kalamkari

What is Mangalagiri?

Mangalagiri weave is loved and treasured among textile lovers because of its simplicity and comfort that it brings. This handwoven textile is produced in a town also named Mangalagiri in Guntur district of Andhra Pradeshread more

Shop Mangalagiri

What is Ajrakh?

Ajrakh is a hand block printing textile from Kutch, Gujarat defined by its earthy dyes with motifs deriving inspiration from nature. The craft came to Kutch region in Gujarat from Sindh, while its roots stretch to the Indus Valley Civilization. read more

Shop Ajrakh

What is Kala Cotton?

Kala cotton is the original pure ‘old world’ cotton of India. Though 'Kala' means black in many Indian languages, here it refers to the cotton pod or core of the cotton. It is a variety of organic cotton which is indigenous to Kutch, Gujarat. read more

Shop Kala Cotton

What is Kolhapuri Chappal?

Kolhapuri Chappals are native to the Indian state of Maharashtra. They are strong, open toed leather footwear, handcrafted by artisans from villages like Kapashi, Kurundwad in Kolhapur district of Maharashtra. read more

Shop Kolhapuri Chappals
  • "Genuinely love your work. Love how much attention to detail you pour into everything. One of my favourite brands!"

    Saee Koranne-Khandekar

  • "A small brand that puts in a lot of thought and research into working with handwoven fabrics."

    Aarabi Veeraraghavan

  • "Love what you're doing, working with traditional handlooms to create beautiful but no-nonsense garments :)"

    Richa Kashelkar

  • "I think my search for perfect Kolhapuris ends now. So pretty and comfortable!"

    Nikita D.

  • "Love the passion you all have for unadulterated, earthy stuff :)"

    Arun Kurian

  • "My friend gifted the shirt to me and I've been obsessed with it. So good!"

    Shivani P.

  • "There has been a revival of hand block printed crafts in the past few years but, hardly few brands have integrated it into men's clothing. After seeing your work, I finally see hope!"

    Ninad Dange

  • "Absolutely love how the fabric feels on the skin. So light and breezy! Love the color and motifs too."

    Purna G.

  • "The fabric oozes of comfort. It exceeded my expectation. And for someone who feels connected with handmade stuff, this surely is a precious piece that I hope will last a decade or more!"

    Sindhu M V

  • "Absolutely adore the spirit of Assal. Love how you are maintaining the authenticity of Indian textile culture."

    Meghna N.

  • "No other footwear had made my feet look this pretty. Love the Kolhapuri, fits like it was made only for me. Perfect!"

    Shalini Jain

  • "Really enjoyed reading the description and learning more about the craft. Thank you so much for sharing it :)"

    Nityaa Iyer

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Our journey so far

"Assal" in Marathi means authentic, pure, real. We set out on this journey with Maharashtra - our home. Since then, we've believed in taking you along on all our endeavours; be it Ilkal and Khun from Karnataka, Ikat from Telangana, Mangalagiri and Kalamkari from Andhra Pradesh, Ajrakh and Kala Cotton from Gujarat or Kolhapuri Chappals from Maharashtra. A handmade piece of craft coming to life step-by-step is fascinating to watch. By sharing what we witness, we wish to make you feel like you've travelled to the place yourself. That's how you know that it's real, it's Assal :)

  • Andhra Pradesh

  • Gujarat

  • Maharashtra

  • Telangana

  • Karnataka

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