Cygnus Advertising India Pvt. Ltd. has introduced its latest venture, Maati Earthcraft (Maati), a creative enterprise aimed at connecting urban consumers with rural artisans to build a sustainable, soil-connected ecosystem.

Situated at BD 284, Saltlake, Sector-I, Kolkata 700064, the brand’s inauguration was presided over by Dr. Dhriti Banerjee, the first woman Director of the Zoological Survey of India, on the 125th birth anniversary of Dr. Syama Prasad Mookerjee.

​As a women-led organization, Maati Earthcraft focuses on preserving generational craftsmanship and supporting makers across more than 12 states with fair livelihoods.

The brand’s product offerings feature:

​Exquisite Textiles: The collection includes breathable Bengal cotton, Banarasi silks, Khadi fabrics, Kota weaves, and Kantha embroidery.

​Artisanal Designs: Items showcase traditional block prints, naturally dyed textiles, and the artistry of Ajrakh.

​Handcrafted Treasures: The store features pottery and home decor reflecting India’s heritage.

​“Our journey is rooted in a simple promise: to bring the soul of India’s handicraft and handloom traditions directly from the artisan’s studio to your life”, said Priyanka Paul, Founder of Maati Earthcraft.

​Maati Earthcraft extends its commitment to sustainability beyond fashion into wellness and gastronomy.

​Organic Essentials: This wing provides farm-to-home goods, including tea leaves, Sunderbans honey, homemade ghee, and Bengal jaggery.

​Eco-Conscious Dining: Maati, the cafe, is another of their endeavors that blends eco-conscious practices with a guilt-free culinary experience. On offer will be turmeric lattes and a great gluten-free cuisine.

​Beyond retail, Maati Earthcraft serves as a community-oriented cultural hub. To expand its reach, the brand has launched an e-commerce platform at www.maatiearthcraft.com. Managing Director of Cygnus Advertising, Mr. Sankarpal Paul, described the space as a creative window that will function as a launchpad for young artists, sculptors, and designers, with plans to host regular workshops.

By blending digital accessibility with physical community engagement, the initiative seeks to promote both traditional crafts and contemporary creative talent.

Priyanka Dutta