Deidaa is about preserving tradition and retaining self-respect.  Deidaa contributes to the artisans’ material and wellness by creating a demand for artisan crafts. ‘ I do not negate the contribution of technology to fashion, but what human hands can achieve has never ceased to surprise me. I channelise the artisans’ creativity into apparel, accessories, and lifestyle products. I work from within and not from above. I learn from the artisans as much as they learn from me. As a fashion designer, I strive to be the bridge between artisan crafts and contemporary fashion,’ says Samita, Deidaa's Creative Director. DEIDAA’S MANTRA – EDGY, ETHICAL, ECO.