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Aavaran - Echoes of Rural India, based in Udaipur, Rajasthan, was founded by Alka Sharma, a textile graduate from the Indian Institute of Crafts and Design, Jaipur. The organization aims to promote traditional crafts and help them evolve, economically empower low income craftspeople and other stakeholders in the value chain and ensure the sustainability of traditional techniques and skills.

Aavaran has been consistently working towards helping the traditional mud-resist printing technique of dabu - specifically the ‘phentiya’ print - evolve into more varied and contemporary translations. The brand’s range of hand-dyed and hand block-printed garments, home furnishings and accessories lays emphasis on style, minimalism and comfort where the prints draw from the traditional motif repertoire without letting go of the essential character of the craft.