At Maati, the approach is towards sustainable fashion and it is reflected through the natural fibre clothing that the label promotes. The handloom khadi fabric which is produced by the Ganai Family in West Bengal, with minimum water and no electricity. The other natural power-loom fabric used by the label is upcycled from wasted cotton yarns and is also made with a conscious vision. The colours used for dyeing and block printing are also completely natural and environmentally friendly. The blue is obtained from Indigo, yellow from turmeric, red from sindoor flower, black from iron oxide and white from limestone. These colours, along with plant gum, are used for all the projects at Maati. The garments are then put together by local artisans in Rajasthan, using their skills for exquisite workmanship. Maati’s ideology is to grow along with everyone else and hence it is a true and honest project with elements of ethical clothing and fashion.