A thought revolution has begun.

The Redefine Fashion Movement is about recognizing the people who craft fashion but are conveniently neglected.

Add your voice and Join the movement. Signup on http://www.getnatty.com and help us spread the word. 1 Signup = ₹1 added to the Ajrakh fund. Your support today will create a better tomorrow for the Artisans and Craftsmen of our Incredible India. India has lost about 2 million artisans (upto 30% decline) over the last 30 years due to low wages, insufficient livelihood opportunities and newer generations who are not inclined to continue these traditions.

Our craft industry, rich with cultural heritage and traditions and one of the reasons behind our “Incredible India” image internationally, has seen a sharp decline over the last few decades. Yet, we have seldom taken any concrete steps to revive this second largest sector after agriculture in rural India. India is home to about 200 million artisans, yet an average household survives on less than 5000 rupees/month.

We at GetNatty recognize the role of artisans and the craft industry and its impact on our economy. Hence, we at GetNatty have decided to initiate a nationwide social movement that is targeted to spread awareness about the importance of artisans and help revive the dying crafts of India. Through this movement, our aim is to celebrate Ajrakh, which is a 5000 year old ancient craft practiced by some 100 families from the Khatri community living in Ajrakhpur and Dhamada villages in Kutch region, and create livelihood opportunities for artisans who solely rely on this traditional art form to generate income and feed their families.

Today people feel that fashion is all about glamour and trends. But in reality, it is about the people who work behind the scene to create amazing designs that set global fashion trends. These people such as the artisans and designers give their blood, sweat, and tears to bring an imagination to life. Hence our objective behind launching this movement is to challenge the status quo and raise awareness amongst people that we need to redefine fashion in a way that encapsulates its very own people who create it. It’s high time now that we recognize artisans and craftsmen as the true roots of fashion. And we seek your support for this movement.


  1. An intriguing discussion is definitely worth comment.
    There’s no doubt that that you ought to write more about this issue,
    it might not be a taboo matter but typically folks don’t discuss such issues.

    To the next! Kind regards!!

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