Humraha
Handcrafted luxury fabrics — reaching the buyers who understand the difference.
About the brand
Who is Humraha?
The Humraha Store sells exclusively designed, handcrafted fabrics — Chanderi, Linen, Muslin, and more — at the intersection of luxury and purpose. The brand empowers women and supports small artisan businesses, offering 100% natural fabrics with in-house designs that you won't find anywhere else. Humraha's buyers aren't looking for fast fashion — they're looking for fabric with a story.
Our work
What we do for Humraha.
Performance Marketing
We run performance campaigns targeted at fabric lovers, ethnic wear buyers, and women who value craft and natural materials. Audiences are built from interest signals around block printing, handloom, ethnic fashion, and artisan brands. Every ad communicates the quality and uniqueness of Humraha's fabrics rather than competing on price.
Retention Marketing
Fabric buyers come back for new collections and seasonal launches. We've built retention flows that keep Humraha in front of past buyers — new arrival alerts, curated collection previews, and loyalty rewards for repeat customers. WhatsApp flows are particularly effective for this audience.
Content
Content for Humraha tells the story behind the fabric — the weavers, the process, the material. We produce content that makes buyers feel connected to what they're purchasing, increasing both conversion and loyalty.
Growth with Oxbow
How Humraha is growing.
Humraha's growth is built on the authenticity of the brand — and our job is to get that story in front of the right people at the right cost. By targeting buyers who already value craft and natural fabrics, we've kept acquisition efficient and built a loyal repeat customer base that returns with each new collection.
See Humraha live2.9x
ROAS on craft-targeted Meta campaigns
36%
Repeat purchase rate
↑ New drops
Strong response to new collection launches
High AOV
Premium fabric buyers spend more per order