Our Story

A design career spanning over 17 years in the Fashion industry, most spent creating couture bridal and special occasion wear; Namrita decided to broaden her horizons last year.

In her quest to find a medium to express herself, a trip to Kerala, India came about. “Gods own Country” as it was rightfully named. Prolific fauna and flora; a tropical paradise of waving palms and wide sandy beaches. Abundant backwaters, mountains, spices and art forms… she soaked in everything it had to offer. However, the slow decay of all things exquisite did not escape her eyes. Assuredly, an environmentally degraded earth we would pass on to generations ahead.

Unbridled economic growth, untreated chemical discharges into the marine environment, lack of regulation across all industries has left this “Gods own country” on the verge of an environmental catastrophe. While mindless globalization, mass production and the availability of cheaper products is encroaching the local arts and crafts. Unfortunately this scenario is mirrored not just in this particular region of India but all over the world.

She came back home to California with loads to contemplate.

Namrita Chettiar Label was reborn with a mission to sustainably produce contemporary silhouettes with fabrics sourced from world over using ethical & sustainable practices. Empowering local artisan communities, honoring traditional crafts worldwide over while giving them a contemporary feel on the global stage.