Sparkles And Snowflakes – The Holiday Blog !!

Sparkles And Snowflakes – The Holiday Blog !!

Crazy as it looks, It’s two weeks till Christmas this year. That joyous time at the end of the year, filled with family and friends, food and presents, decorations and celebrations. It’s the time of year where everyone is desperately looking around for the latest products to buy for their loved ones, and are on the search for unique objects to adorn their houses. The holiday season always has a touch of magic to it as the cities transform overnight: trees come alive with lights, garlands and wreaths transform walls once bare and bleak into festive displays and giant ornaments and trains magically appear on building plazas and in shopping centers.

Yes, you must have guessed it right!

This month’s blog of ours is all about Christmas, And for us at Aauraa Home Fashion, Christmas is the most significant, craziest and busiest of all seasons. For us here our season starts way before the holiday spirit even tries to peep into your normal lives. We prepare new ideas, designs, concepts and colors. Our mission is to create a final product of the highest quality.

“The restless pursuit of excellence” is a pursuit of many things; knowledge, experience and wisdom among them. The goal of excellence is nothing without the pursuit. The pursuit is a journey toward improving; of not being content with a current standard and constantly striving to narrow the gap between what is possible and what is not.

The restless pursuit of excellence is a phrase that portrays a common quality of a group of professionals that make us who we are at Aauraa Home Fashion. That restlessness is what pushes us to constantly challenge ourselves to exceed expectations and amaze rather than merely provide a product. We spend infinite number of hours in every step along the way before anybody experiences the end result of this process; the flawless execution of an idea that has been thought out to the finest detail in every measure humanly possible.

Every season we take on is done so with great pride and dedication. Everyone works hard to ensure that our clients are not only satisfied, but impressed with the details and quality of our work. It is the passion that forces us to make sure every single detail is thought through and taken care of. This passion urges us to double and then triple check all the details before a collection is finalized. Here we present to you a curated list of trends and colors that is in for the season and how we at Aauraa Home Fashion have used these to best of our abilities and have created a stunning collection for table and kitchen linens.

Botanic Traditions

A perfect example of traditional Christmas colors, this trend focuses on the beauty of flowers, berries, and leaf picks to add stunning style and a modern take to these Christmas tones. We have gotten inspired with this trend and have come up with a beautiful collection of printed aprons and kitchen linens with a touch of metallic to it which brings a level of elegance and sophistication to a look that might otherwise appear more rustic.

Metal Magic

The past few years have seen interest in all metallic tones – from platinum, rich gold through to copper/bronze and more pewter/silver tones.  While gold has always maintained its popularity, the inclusion of other tones of browns, bronze, coppers and pewter’s have been predominantly as accent colors.  This year we have seen more exclusive use of these tones to create one of the hottest neutral palettes.  Rich luster, texture and elegance oozes from this combination. And this for us is the most favorite of all trends throughout the years, and we pride ourselves in being the first Home Furnishing Manufacturers India, to have a wide range of collection in metallics.

Classic Tartans

Tartans and Christmas go hand in hand with each other. its one of the most classic patterns around. It brings about a feel of warmth and love which is all Christmas is about.Just like the metallic’s, tartans are another trend that we mainly concentrate on. Every year we come up with new tartan designs that will go with the season, and use these tartans in various products for the table collection. Our tartan appliqués are usually a sought after product in the market.

Hand Crafted Look

Christmas is all about value addition and what better way to represent it than by putting our time and energy into hand crafting something for our loved ones. This trend for us was quite challenging as we had represent the character of love in our products. We took up this challenge and gave it our best with end result of some most the most unique designs using the technique of felt appliqué. Another important feature of this trend is embroideries and what better time than now is there to mention that we have the best state of the art embroidery unit where we do some of the most superior quality embroideries in our products.

The Nordic Touch

Another important trend that has sneaked in this season is the Scandinavian Nordic folk look. One thing Scandinavians understand better than anyone is the experience of real winter. The harsh reality of a Nordic winter is something that requires preparation and with the collective knowledge of a region that has faced and embraced this climate for hundreds of years, there are no better people to look to when searching for warming and festive ideas to make your home look and feel Christmassy at this special time of year.

Naughty or Nice

While most of us love the sophistication and elegance of the gold’s and soft hues or the traditionalistic reds and greens, some of us do like the whimsical, fun part of Christmas. And that is what this trend is all about. We here at Aauraa Home Fashion have played around with these themes with the usage of cookies and gingerbreads and other motifs that are whimsical and fun.

Christmas is all about feeling special and we here at Aauraa Home Fashion want that special feeling to last all year long and that is the inspiration for this season. We believe in Santa and the Christmas spirit. We love the excitement of decorating and the anticipation of waiting for Santa to arrive. We love the kinder hearts of people who are more generous and more forgiving during this time of the year. We love the dazzle of the lights and the twinkle in the children’s eyes. We love the merriment of parties and friendships. We love Christmas.

#Zero Waste – The Hottest Sustainable Trend

The world is moving into this grand new social experiment called “The New Normal”.

Conservation and environmental issues have taken the forefront rather than one’s individual success. Sustainability is the hottest and most importantly the need of the hour topic of this era.

But what is it the best way to maintain this culture and take it forward?

The answer lies in the concept of zero waste production.

The need of the hour today is for all designers and manufacturers to adopt a zero waste policy and save the planet from textile pollution.

One of the most pressing matters in resulting from the production and consumption of products is the ‘Wastage’. Our growing demand for ‘fast fashion’ has resulted in tonnes of discarded materials, and resources threatening environmental and social well-being on a global scale.

The term ‘zero waste’ has emerged as the new saviour for addressing textile pollution, the second major contributor to global waste.

We at Aauraa have always welcomed and embraced new trends and techniques of sustainability and eco –friendliness.

According to us Zero wastage or minimal wastage encompasses more than eliminating waste through recycling and reuse, it focuses on restructuring production and distribution systems to reduce waste.

That is why we believe and practice in the 6 R’s that lays the foundation for zero waste production.

Reinvent-Reinvent is an exploration of creativity. It is the practice of how we highlight the story behind the product and its creation which we then believe transcends itself through a sense of satisfaction and joy to the consumer. 

Reuse– We very consciously and painstakingly design and manufacture our products so that they can be reused in various seasons and have a longer shelf life.

Reduce – Aauraa has started an initiative called “Greening the Environment” where a wide range of trees were planted as a contribution to a better environment. The notion of reducing wastage was brought into action here. To help maintain the plantation, the waste water from the employee’s quarters goes through an RO treatment, making it fit for domestic use. This treated water is then re directed to the plantation field making this entire initiative a socially responsible commitment.

Replace-Our factories are enabled with renewable solar powered energy and reverse osmosis water plantation replacing age old commercial resources for a more eco-friendly ,sustainable options.

Recycle-Overconsumption of scarce natural resources is has made us rethink and reclaim waste materials in intelligent and sensitive ways. We have shifted in utilising recycled fibers and yarns for a more eco-friendly production output.We believe that the act of recycling should be celebrated as a creative method and thus making a statement against the throw-away mentality.

Repurpose–At Aauraa we have always been the pioneers of taking the off beaten path where in contrast to the traditional design process which starts with anbrand new design, we start with considering what can be made from existing fabrics. From creation to curation, it gives existing textiles a new purpose and cherishes what’s already made.

Being an eco-conscious sustainable manufacturing company,we believe in focusing on achieving an emotional satisfaction for both the producer and the consumer through the process of creating rather than on the end result.


Consumers are becoming smarter with their purchases. The general society have become more conscious on environment and sustainable practices. Quality has overtaken the quantity in aspects of consumer behaviour.

Fortunately, manufacturing companies worldwide now have begun to take measures to reduce their carbon footprint. Eco-or environmentally friendly manufacturing protects the planet from exploitation and conserves natural resources.

When a manufacturing unit embraces sustainable production methods forgoing its traditional practices for a more environmental friendly way and to promote sustainable and innovative manufacturing, it also could be considered a Factory for the Future.

Aauraa Home Fashion has always been a pioneer in eco-friendly production methods.

Responsible and virtuous, with a drive for innovation, our factories have been pro-actively designed to use energy efficiently, conserve natural resources and generate zero waste.

We care deeply about how each product is made and its impact on the environment, and we have intentionally built our supply chain to support responsible production from raw material to finished good.

We believe in responsible manufacturing that will extend the shelf life of a product with the motto of reduce, reuse and recycle.

Sustainability in factories bridge over 4 areas; energy, sourcing, water and waste in terms of manufacturing practices.

Aauraa has efficiently managed to embrace all four areas by usage of renewable solar powered energy, reverse osmosis water plantations, cradle to cradle recycling concepts etc.

Aauraa also has started an initiative called “Greening the Environment” where a wide range of trees were planted as a contribution to a better environment. The notion of reducing wastage was brought into action here. To help maintain the plantation, the waste water from the employee’s quarters goes through an RO treatment, making it fit for domestic use. This treated water is then re directed to the plantation field making this entire initiative a socially responsible commitment.

Also, as a GOTS and OEKO TEX -100 certified Home Textile exporter from Karur, the ecological requirements is being maintained in the factory and sustainability is practiced in all ways possible.

System certification of ISO 9001:2008 measures the systemized production in the factory and thereby fulfilling the production requirements in terms of the law required to be a Fair Practice company.

At Aauraa we consider these practices more as a ‘journey rather than a destination’ to constantly improve sustainability and eco manufacturing with the consciousness that we work at the greater end of the market to improve sustainability throughout the products that we produce.

AAURAA HOME FASHION and it’s women – weaving a new tradition in women’s empowerment

When we buy clothes or textiles or home furnishings etc., do we any day wonder where is it from, or who made it or how many where involved in the process? Indeed, it is very likely that our everyday textiles have travelled the globe before getting to us but have we ever noticed the ubiquitous “Made In…” labels in it.

We might not have noticed or thought about such trivial stuff before as we lived in a fast paced world, but it is high time for us to ask these, and other, questions about the stuff we buy.

We are familiar with the argument that investing in the economic empowerment of women drives the growth of their families and the community around. This is because women reinvest 90% of their income in their families and their community.

Globally, the apparel and textile sector is among the largest employers of women workers. The sector holds great power and potential to impact the lives of millions of women in low-income areas and, by extension, their families and communities. Making sure that impact is positive is critical.

Women’s economic empowerment is about women’s ability to choose whether to work, how much to work, and how to spend or save their incomes. Thus, effective approaches should be holistic, integrated, and strategic, such that they consider and incorporate the full spectrum of factors involved.

The legacy of AAURAA HOME FASHION and the core priority of the company from the day it was founded in 1995 was not just to be the leading home textile manufactures but to empower as many women as possible from their neighbouring locality by training them in textile manufacturing process and providing them with decent livelihood. Our aim is to level the employment field for disadvantaged women by providing bold livelihoods options that enhance women’ economic status, dignity, and decision-making within their families.

We are one of the biggest textile companies in Karur, India where 75% of the staff working are women.

We work with underprivileged women from rural background with low levels of income, sparse access to education and health services, limited job security as well as limited land and inheritance rights, lacking in basic amenities and are mostly uneducated.

We believe empowerment is more than just training them technically. But true empowerment comes from proper mentoring and teaching life skills. Thus the primary concern of ours is to impart in them the knowledge and understanding that promotes meaningful and informed participation in decision-making at the family, community and higher levels of social administration

We train them, motivate them, teach them to face life and make them financially independent.

These women are given a proper government certified training on home textile manufacturing for three months with an incentive and  once they are qualified they are then promoted to various departments and are motivated and given individual responsibilities and made to grow professionally  .

We also provide them with a workplace-based women’s health program to provide them with general and reproductive health education, as well as strengthen the workplace to better manage and support women’s health.

Empowering these women isn’t just a “feel good” corporate social responsibility (CSR) move for us but rather an economic opportunity that helps promote the sustainability of local communities.

Crafting sustainable textiles – Redefining traditional techniques for a new era

We live in a time, where everything has come to a standstill. The world has just gone through a major shift and everyone is trying to grasp to a new normal, a new way of living.

People have become more conscious about how they live, what they consume and how they spend.

“Nothing new, Everything new” is the trend of the season.

This trend talks about repurposing, redefining and reviving the old for a more conscious lifestyle ethos.

Now is the time for a new perception, as both consumers and the industry are beginning to change existing systems and ways of working in different ways.

One of the major areas is handcrafting textiles. Handmade textiles were always seen as something that caters only to the high end luxury market.
But now with a shift in consumer behaviour, artisanal touches to mass production have taken a bigger importance. The consumers have started taking more effort into the process and story behind a product rather than the end result.

At Aauraa, we have always believed in the inclusiveness of handcrafted elements to our products. We always had a strong unit of artisans constantly innovating, experimenting and creating new textures, weaves and textiles.

Handmade Items are crafted in an Environment of Joy, Honour, and Respect. Those same values somehow find their way into the very fibre of a handmade item.

Enchantingly Unique and Stunningly Special , Our products are more than just your everyday table or kitchen textiles —they’re the result of craftsmanship, evoking a deep-felt connection to the past that’s endlessly enchanting.

Being an eco-conscious sustainable manufacturing company, this not only helped us in boosting our artisanal society but also helped in making our products more sustainable by reducing the carbon footprint and increasing the shelf life of consumption.


“Balance is not something you find.  It’s something your create” 

One of the major complaints of todays society is we just do not have enough time to get everything done. We find it hard to balance a full time career, family and personal time.

Called the new “hygge”…….the word Lagom is now part of the mainstream ranging from lifestyle blogs to new season interiors collections.

Lagom is a Swedish word meaning “just the right amount”.

It is about finding balance across all aspects of our lifeconsciouslyfulfilling our needs without overdoing it.

But given how much time we’re currently spending at home, it might be time to assess just how ‘Lagom’ our life really is.

How ‘just enough’ applies to each person entirely depends on how we choose to view Lagom. 

Applying Lagom to our home couldn’t be easier, in fact a major key factor to it Sustainability,so reusing and recycling are encouraged.

A sustainable, balanced lifestyle is a win – win situation for both us and the environment. By making a conscious effort to not be wasteful we are channelling the Lagom life.

With regards to sustainability, consumers around the world state that they want “to do the right thing.” They want to buy textiles that are safe. They want to make purchases that don’t cause harm to the planet or support unfair labour practices. Of course, people who live in textile producing regions are much more aware of the sustainability issues the industry faces.

Channelling into this mind-set of the evolving world, Aauraa Home Fashion is proud to call ourselves a pioneer in sustainable and eco-friendly manufacturing.

Our organic collection dates back to 15 years ago, giving us a head start in this area.

We have taken great measures towards eco-friendly production so as to ensure we give back to mother earth in every way possible.

Conscious Homes – The Importance of Embroidery in Home Textiles

Our homes are our safe haven. It’s the atmosphere that influences our emotional, physical and spiritual well being. It’s that place where we relax, restore and heal from the hurdles of life. Therefore the way we set up the place influences the major mood and atmosphere of our homes.

We are right now experiencing the era of conscious living as more and more people have taken the deliberate choice of sustainability and value addition in exchange to moving trends and fads.

People have started looking for items that will truly add value to a space—aesthetically and functionally, but also that have good energy due to the way they were sourced and made. 

In home textiles the best possible way to achieve this look is through embroidered items. Embroidery is that hidden trump card where it can be simple and elegant yet make a statement and add value to the product enhancing the overall atmosphere of the space.

Handmade embroidery is a classy way to jazz up living spaces. A fun and inexpensive way of giving home decor a quick facelift. Embroidery can change the mood of rooms and create more interesting living spaces.
At Aauraa we are ever ready and well equipped for the changing lifestyles and trends. We always believed in the importance of embroidery and its demand in home textiles.
We have a state of the art embroidery unit well equipped with sophisticated computerized multi head embroidery machines capable of executing intricate and delicate designs. We have a data bank of a 1000 hand simulated embroidery techniques and is one of our biggest fortes.
We are one of the very few textile manufacturers capable of executing the beauty and elegance of hand embroidery in export production. This is possible only because we believe in quality and keep ourselves regularly updated with the changing trends and demands through constant research and development.

Gezellig – The New Way of Socializing

Do you love that warm, cozy feeling you get when you sit down with your best friends and family and have an intimate dinner with the right amount of depth? There is a word for that!

Gezellig – the Dutch lifestyle ethos that can be loosely translated as to “VIBING” or a sense of fun and celebration in a cozy at home atmosphere.

As the world is now loosening up from its strict lockdowns and working towards accepting the “NEW NORMAL”, more and more people are yearning to meet and greet their friends and relatives in a very safe and secure environment.

With people not willing to risk anything in this covid atmosphere but yet yearning to socialize after long is where this lifestyle concept comes to play.

Creating an atmosphere of fun and vibrancy in a safe cozy space with a sense of belonging and togetherness is in essence the main aim of a Gezellig lifestyle.

At Aauraa Home Fashion we understand the way world moves forward and what the people want. And so we have come up with our exclusive collection of designs and organic products that will help you create a gezelighied atmosphere.

Take time to relax, unwind and de-stress with friends. Invite them over for an informal glass of wine or dinner at your home. Good food, company and conversation are sure to inspire the warm-and-fuzzies.

Try creating some Gezelligmoments of your own by doing up your house with our exclusive organic collections. Who knows—you may find yourself a Gezelligconvert.


“Maybe people will get a chance to discover themselves in this enforced solitude, to become more thoughtful because we can’t rush around as we used to”-Ruskin bond

The world is going through a global crisis. We are forced to slow down, learn to accept this implied solitude, “THE NEW NORMAL”.

And as we try to blend ourselves and adjust to this new lifestyle, we are forced to revaluate and discern what is essential and necessary for our living on a qualitative basis. The world is more and more willing now to accept and learn the concept of simple and quality based living.

One such lifestyle concept is what is called – THE FIKA LIFESTYLE.

Simplicity, minimalism and functionality are the keywords of this lifestyle concept.

It is a Swedish concept and on a literal basis means “a coffee and cake break”.

If we go a bit deeper into it, we will realise it’s not just about the regular coffee break that we take but rather is a beautiful way of living.

A sustainable way of life where it teaches us to take a break, sip a cup of coffee, quiten our minds from the chaos of the world, look at the simple everyday small things that are meaningful to us and be grateful for it.

For the Swedes, fika is nothing revolutionary; it’s simply part of everyday life. It is a state of mind, an attitude towards a more sustainable qualitative lifestyle.

Aauraa home fashion have always been forerunners in embracing and endorsing such sustainable and qualitative life concepts and translating them into our designs and products.

Indulge in your fika moments with organic home linen collection from our wide range of designs and products.

Revamp your homes, discern what is essential and necessary and bring in hope, happiness and positivity with our organic home linen.

Let’s face this “NEW NORMAL” head on!!!!!

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2020- The year of the unexpected!!!

It will not be wrong to note that half the year is over and we have already had enough of a bumpy roller coaster ride. Our daily lives are filled with news and articles of the pandemic, global shutdowns, economic crisis, mental health awareness etc. bombarding us without a break.
And it is as these times that one would for once like to shut out all the negativity and just cosy up to only good and grateful things of our lives in the comfort of our homes.

Hygge- pronounced “hoo-ga”, is a Danish concept of comfort and happiness through the simple things in life.

Hygge has no hard edges; it’s soft, comforting and simply stylish.

Textiles are hygge in the way that they keep us warm, conjure up memories of past times & places and make our everyday lives more beautiful.

Flowers are always associated with freshness and positivity and what better way to hygge up our homes than to spruce it up with warm and elegant floral patterns.
Transform your homes and create a cosy and comfortable atmosphere with our organic floral textiles that will bring in the positivity and warmth into your homes.
Let us fight this global crisis by looking into the small and good things in our lives and being grateful for it.