There are some projects that feel exciting.
And then there are some that quietly stay with you long after the production is over.
Becoming the official merchandising partner for Aditya Birla Group’s upcoming café chain, In Good Co., is one of those moments for us at Ekatra.
When the conversation first began, we imagined this would be a white-label merchandise project - creating custom products for one of India’s most respected business groups.
But somewhere during the process, this collaboration became much more than merchandise.
It became a story of handmade craftsmanship, thoughtful branding, and women-led impact.
For In Good Co., we created a wide range of custom handmade products using specially developed monogram fabrics inspired by the brand’s identity. From tote bags, mobile cases, earpods covers, laptop sleeves, lanyards, monogram keychains, cup holders, utility pouches, and more - every product was designed to feel intentional and deeply connected to the experience they are building.
And honestly, watching our workshop slowly fill with Aditya Birla Group monograms felt surreal.
Rolls of custom printed fabric arriving at the studio.
Women artisans carefully aligning patterns before stitching.
Finishing, detailing, quality checks, packaging - every part of the process carried immense care and precision.
But what made this collaboration truly meaningful for us was something we did not expect.
The team at In Good Co. didn’t want this to feel like a faceless production project.
They wanted Ekatra’s branding to stay visible.
They wanted the story behind the products to be part of the experience.
And most importantly, they wanted the women behind the craftsmanship to be acknowledged too.
That meant a lot to us.
Because Ekatra was never built only to create products.
It was built to create opportunities.
Every handcrafted product that leaves our studio carries the work of women building confidence, financial independence, and identity through craft. So when a brand like Aditya Birla Group values not just the final product, but also the people and process behind it, it feels deeply meaningful.
This collaboration reminded us that branding today is no longer only about logos or packaging.
The strongest brands are built through stories, people, intention, and impact.
From custom monograms to handcrafted detailing, this partnership became a beautiful blend of branding and purpose - and we’re incredibly proud to have brought it to life together.
From a workshop full of fabric swatches to becoming the official merchandisers for Aditya Birla Group, this journey feels incredibly special.
And somewhere between the stitching tables, packaging boxes, and late-night production runs, this project became a reminder of why we started Ekatra in the first place:
To create meaningful handmade products.
To build opportunities for women.
And to prove that impact and branding can beautifully exist together.
#adityabirla #handmade #ingoodco #ekatra