The idea behind the opening of the store was in the mind of Sucheta V. Merh for a long time. The name was suggested to recreate an aura of mysticism and keeping in mind the earthy tones of the textiles, styled in contemporary indian and indo western silhouettes.

Starting with virgin gray cloth and ending with the exquisite finished product, each item passes through at least 12 pairs of hands. the cloth is first dyed and layers of color are applied. creative techniques used here are resist printing, tie-dye, batik, hand painting, and block printing. the dyes used are hand mixed. Dyes are organic - using vegetable and natural minerals. The material is cut to style and finally, the skilled artisans hand embroider the garment for the final layer of surface ornamentation.

The studio offers an unique textile design experience wherein it creates concept prints and embroideries geared towards apparel and home markets.

Inspiration is drawn from arty and handcrafted weaves and prints. The result are original designs that speak an artistic language of surface design.