Homegrown designers, boutiques, and small-scale textile producers are fighting an uphill battle to survive while providing superior designs and quality compared to their multinational competitors in India as multinationals move into the country's market in all areas of fashion. 

Even though the "Make in India" campaign is becoming more popular in India, a number of social problems will undoubtedly arise due to the low income generated in this sector unless we Indians make a concerted effort to save our homegrown designers, boutiques, small-scale textile manufacturers, and prestigious handloom manufacturers, which employ nearly 2 crore people directly and indirectly. 

A group of IIM and NIFT graduates, as well as techies, joined together to give a place for them to display their abilities and develop a sustainable business utilising Jaison's kith and kin model of sustainability after seeing this difficulty head-on and wishing to empower our local talent.