iTokri, Indian Handloom, and Handicraft Products Online, launched in 2012 in Gwalior, India, has hired Crosshairs Communication, a Delhi-based public relations (PR) and social media agency. The agency won the contract in a multi-agency pitch and will be in charge of the brand’s mainstream and digital public relations, as well as media tasks.
iTokri, India’s only online store for handicrafts, handlooms, fabrics, jewellery, paintings, and other artworks, has been around for than a decade and is India’s only crafts and loom retailer with a 100% inventory of handcrafted artisanal products. From phulkari dupattas in Punjab and bandhani sarees in Gujarat to ikkat handloom fabrics in Andhra Pradesh and pattachitra paintings in Odisha. It buys jewellery, clothing materials, and household items from almost 10,000 craftspeople all throughout India.
On winning the mandate, Stuti Jalan, Founder of Crosshairs Communication, said, “The entire strategy will be crafted to connect and engage with a cross-section of audiences leveraging the brand’s legacy. We are honoured to be associated with iTokri, a brand that promotes Indian artisans and women from backward socio-economic sections and keeps India’s traditional handicrafts alive. Looking at our team’s experience and knowledge in this industry and differentiated storytelling approach, I’m confident that we will be strengthening brand’s affinity and helping the company in achieving it’s set ambitions”.
