The story of ANOKHI is truly unique in itself ,both the craft and those involved in it , THRIVE …says

the brand philosophy. It draws inspiration from the cultural craft of Rajasthan , India and the
technique of block printing. Rajasthan traditional fabrics , even from a distance, shines in the
diversity and tales of origin. Jajam textile one of the style of block printing , is as expansive as our
imagination , decorated the earth during marriages, social events, and even important community
gatherings like village panchayat . Tales of block printed Chaupad are woven into Indian mythology
and folk fare. It is not common knowledge that our modern favourites like Ludo and chess originated
from the ancient Indian game of Chaupad.

The traditional essence of Jajam and chaupad are slowly fading away. The ides is to come up with
new kid’s range dedicated to fun and play which would revolve around Jajam and Chaupad by
combining the two seamlessly. The intent is to sensitize the younger generation who will be the
future target audience of the brand. So the kids in the store will be encouraged to experience the
interactive and playful environment such as tents , chaupad in traditional Jajam prints.