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For over 40 years, Anokhi has worked for conservation and development of traditional textiles, through the input of design, marketing and project funding. The company is well known as an alternative role model for good business practices, and the ongoing revival of traditional textile skills. Anokhi's roots lie in Jaipur, a city whose founders were enlightened patrons of the arts and crafts. Skilled craftsmen were invited to settle here and were ensured a secure livelihood. Dyeing with vegetable colours is the oldest of colouring techniques. As pioneers of hand block printing for the export market, Anokhi has built on these for the last thirty years. It constantly seeks to create an environment in which traditional textiles have their place and value and to build a symbiotic relationship between the market and the design product - between skill and tradition.