Actors Richa Chadha and Ali Fazal have been working together as producers on many projects and now the duo has taken an initiative to promote the creative work of local artisans. The couple has decided to launch a homegrown fashion label that focuses on local craftspeople.

While expressing her excitement about the initiative, Richa said, "We have both always strived to work at a grassroot community level with whatever we do. We have always wanted to sport local communities, our social endeavours too always are something we strive to do from a grassroots legal up."