Storytelling Strategy to Build Luxury Handloom Brands with Sustainable Identity

Ms Archana Kemanabally, Research Scholar, Kannur University & Assistant Professor, Department of Management Studies, Payyanur College, Payyanur

Dr Vigi V Nair, Research Guide, Kannur University &Assistant Professor, Department of Management Studies, Payyanur College, Kannur, Kerala

Introduction

Storytelling has been the cornerstone of building global luxury brands, transforming simple products into rich cultural experiences that resonate deeply with consumers. In extending this powerful narrative strategy to handloom fabrics, brands can consciously craft stories rooted in authenticity, heritage continuity, and human connection, thus elevating these textiles beyond mere commodities to symbols of sustainable luxury. 

This research focuses on four key objectives of crafting the brand story essence, discussing the ARC Model as a storytelling framework, investigating effective media and tools for storytelling, and exploring the integration of stories across brand touchpoints. By weaving narratives that highlight craftsmanship, community identity, and cultural significance, handloom brands align themselves with the growing global demand for sustainability and ethical production. This approach not only preserves rich heritage but also empowers artisans and fosters meaningful emotional connections with contemporary consumers, positioning handloom fabrics as coveted luxury experiences in today’s discerning market.

Key words

Heritage storytelling, Brand touchpoints, Sustainable luxury, Artisan empowerment, Digital narrative integration, and Cultural authenticity

Crafting Brand Story Essence in Handloom Fabrics

 Brand storytelling and cultural heritage are increasingly important in today’s market. By embracing traditional practices like handloom, brands can create lasting emotional connections with consumers while promoting sustainability and artistic preservation. Effective storytelling in this context involves highlighting craftsmanship, community identity, and the cultural significance of each piece. This approach not only enhances brand value but also preserves heritage and promotes slow fashion principles, aligning with growing consumer demand for sustainable and ethically produced goods.

(Herskovitz, S., & Crystal, M., 2010) provides valuable insights into the importance of brand storytelling and persona creation in building lasting emotional connections with audiences. The authors effectively explore the intersection of branding, neurology, and storytelling, offering practical advice on crafting a brand narrative that resonates with both rational and emotional needs. By understanding implicit attitudes and crafting compelling narratives, businesses can build long-term value, while a shallow narrative can lead to short-term gains. Although more empirical evidence and further exploration of neurology would be beneficial, the study offers actionable advice for businesses seeking to craft compelling brand stories, making it a recommended read for marketers and brand managers.

(Goyal, A., 2024) gives the significance of reviving traditional handloom techniques in contemporary fashion, emphasizing their potential to promote sustainability, cultural preservation, and economic empowerment. By exploring the intersection of technology, sustainability, and cultural heritage, the research sheds light on the benefits of handloom textiles, including reduced environmental impact, support for local artisans, and preservation of social identity. The findings underscore the importance of embracing traditional practices as a pathway towards a more inclusive, culturally rich, and ecologically sustainable future. 

(Jha et al., 2022) emphasizes the significance of storytelling in the handloom sector, where the essence of a brand is crafted through narratives that highlight sustainability and traditional craftsmanship. By showcasing the artisans’ dedication and the cultural heritage embedded in their work, brands can create a compelling identity that resonates with consumers. This approach not only enhances brand value but also promotes the principles of slow fashion, aligning with the growing demand for sustainable and ethically produced goods in the market.

(Wang, 2024) highlights the importance of brand narratives in shaping Chinese traditional handicraft brands, which can be applied to handloom as well. Crafting the brand story essence involves understanding the unique cultural heritage, craftsmanship, and emotional connections associated with handloom products. By focusing on modern narrative contexts and consumer engagement, brands can create compelling stories that resonate with audiences, highlighting the warmth and authenticity of handloom craftsmanship while promoting its contemporary relevance and emotional appeal.

(Jahan, N., & Parveen, A., 2025). Crafting a brand story essence in handloom involves highlighting the cultural significance and community identity woven into each piece. It emphasizes the connection between the weavers, predominantly women, and their ancestral techniques, showcasing the journey from raw materials to finished textiles. The narrative should reflect the empowerment, autonomy, and social networks formed through this craft, while also addressing the balance between traditional practices and modern market demands. This approach preserves heritage and promotes the unique stories behind each handloom creation.

The above literature reviews integrate brand storytelling with cultural heritage and sustainability to create lasting emotional connections with consumers. By embracing traditional practices like handloom and crafting compelling narratives, brands can enhance their value, promote slow fashion, and contribute to a more inclusive and sustainable future. As research continues to highlight the importance of storytelling in branding and sustainability, businesses can leverage these insights to build meaningful relationships with their audiences and drive long-term success.

ARC Model for storytelling

The ARC Model in brand storytelling is a narrative framework structuring the brand story into the stages of Ancestry (origin and heritage), Revival (renewal or transformation), and Contemporary relevance (modern consumer connection and ongoing significance). It creates emotional engagement by linking the brand’s past with its present and future, giving consumers a sense of authenticity, continuity, and personal connection. The following reviews highlight the importance of ARC model in Handloom storytelling. 

(Suresh, R., Saha, P., & James, J. 2024) examined consumer motivation and story marketing in handloom purchase intention, highlighting how narrative structures enhance emotional connection and sustainability messaging within the handloom sector. They argue narrative frameworks like ARC can effectively communicate cultural heritage and ethical values in the global south’s circular economy context.

(Trivedi, P. M., Vasavada-Oza, F., & Krishna, R. 2023) focus on antecedents to handloom product purchases in India. Their study finds storytelling framing (ARC components) as key for shaping consumer perception rooted in heritage continuity and emotional authenticity.
Kumar, S., Pal, H., & Pal, S. (2023) investigated physical properties of bamboo-cotton handloom fabric blends and recommended narrative usage on fabric sustainability and innovation to deepen market engagement, consistent with the revival and contemporary relevance elements of ARC.

(Jahan, N., & Parveen, A. 2025) provide qualitative insights into how handloom brand storytelling crafts a brand essence by weaving social, cultural, and gender empowerment narratives through weavers’ identity preservation, aligning with the ARC model’s ancestry and revival phases. (Goyal, A. 2024) emphasizes the strategic revival of traditional handloom techniques in contemporary fashion culture through storytelling that highlights sustainability, economic empowerment, and cultural heritage preservation. This offers an overarching framework for brand narratives structured around ARC’s elements.

The ARC Model offers a powerful narrative framework for handloom storytelling, enabling brands to craft compelling stories that evoke emotional connections, authenticity, and cultural relevance. By linking ancestry, revival, and contemporary significance, handloom brands can resonate with consumers, promote sustainability, and preserve cultural heritage, ultimately driving engagement and loyalty.

Investigating effective media and tools for storytelling 

The intersection of traditional craftsmanship and digital storytelling is revolutionizing the handloom industry, enabling artisans to preserve cultural heritage while reaching global audiences. Recent studies highlight the potential of storytelling, digital marketing, and cultural narratives in elevating brand identity, fostering consumer engagement, and promoting sustainable fashion practices. This literature review explores the role of storytelling and digital tools in empowering handloom artisans, preserving cultural legacy, and driving market relevance.

Ranjan et al. (2024) explore the rich Madhubani handwork on Khadi fabric, underlining the cultural narratives woven into embroidery and block printing techniques that serve as a powerful storytelling medium. Their study emphasizes the potential of these traditional crafts in elevating brand identity and enhancing consumer emotional engagement through cultural authenticity. They argue that combining these handcrafted techniques with modern digital promotion strategies can strengthen the Khadi brand’s appeal to younger, global consumers. The research advocates for leveraging both tactile and visual storytelling to preserve heritage while embracing contemporary fashion markets.

Taj & Fairooz (2025) present an insightful qualitative study on how Gamcha fabric narratives are preserved and modernized through digital storytelling, enabling traditional artisans to reach wider markets. Their findings suggest that integrating social media and online marketing with the cultural essence of handloom fabrics creates meaningful connections with contemporary consumers. This approach helps in fostering brand loyalty based on not just product quality but also shared cultural values and identity. The study highlights the role of digital storytelling in transcending geographical barriers and reviving the socio-cultural meaning of handwoven textiles.
Vinothagan & Karthikeyan (2025) analyse the Khadi–Kimono connection, showcasing how storytelling facilitated through cultural collaborations and digital platforms revitalizes rural handloom clusters while targeting global eco-conscious consumers. Their work demonstrates how cross-cultural narratives help handloom products embody both tradition and innovation, broadening market appeal. They argue that digital marketing tools such as virtual exhibitions, influencer collaborations, and immersive content amplify the emotional and ethical appeal of Khadi fabrics. The research supports strategic storytelling as a key driver in positioning handloom as a sustainable luxury brand for worldwide markets.

(Athar, H. 2025) provides a comprehensive review of marketing innovations and digital storytelling practices that empower handloom artisans and expand consumer outreach. This report highlights how social media campaigns, e-commerce platforms, and influencer marketing have reshaped consumer perceptions and bolstered sales. It underscores the necessity for handloom clusters to adopt integrated digital marketing strategies to stay competitive and relevant in evolving fashion ecosystems. The report also calls for policy support to enhance digital literacy and infrastructure among artisans.

(Indira, D. & Anbukkarasi, D. 2024) discusses the resurgence of Khadi through creative digital marketing and storytelling initiatives led by government and private sector collaborations. The article underscores how innovative usage of online media platforms enhances artisan visibility and consumer engagement globally. Their study highlights success stories where cultural narratives have been fused with modern branding techniques to reimagine Khadi as a symbol of sustainability and ethical fashion. It emphasizes continuous storytelling evolution to meet changing consumer expectations while preserving craft legacies.

The resurgence of Khadi as a culturally rich and sustainable textile brand is strongly driven by innovative digital marketing and storytelling strategies spearheaded through robust collaborations between government bodies and private sector players. The above reviews emphasize that digital platforms like social media, e-commerce, influencer marketing, and targeted advertising have proven highly effective in enhancing artisan visibility, expanding consumer engagement, and building emotional connections rooted in heritage. These efforts have transformed Khadi from a symbol of resistance into a contemporary emblem of ethical fashion and sustainable living.

Integration of stories across brand touchpoints

The integration of storytelling across diverse brand touchpoints has emerged as a pivotal strategy for heritage textile brands such as handloom and Khadi to enhance consumer engagement and loyalty. In an increasingly digital and experience-driven marketplace, delivering consistent and authentic narratives through social media, e-commerce, and physical retail channels has become essential for sustaining brand equity and emotional resonance. Recent research underscores how these narratives not only expand market reach but also empower artisans and promote sustainability.

(Arunarjun, S. 2025) highlights the transformative role of digital storytelling across brand touchpoints in increasing the market reach of handloom products. It underscores how integrated brand narratives delivered consistently via social media, e-commerce, and physical retail enhance consumer emotional connections and loyalty. This integrated storytelling approach supports sustainability and artisan empowerment.

(Lan, R. 2024) analyzes innovative digital and experiential marketing strategies that weave storytelling across physical, digital, and social touchpoints, noting how such integration is critical for heritage textiles in today’s evolving consumer landscape. The research anticipates increasing personalization and interactivity as key trends in storytelling at brand touchpoints. (Lu, M., Lu, Q., & Kahn, H., 2023) reviews synthesize existing literature to map the effects of storytelling on brand equity and consumer engagement through integrated touchpoints. The authors highlight the need for authentic narrative alignment across all customer interaction points to optimize trust and loyalty, relevant to handloom and Khadi brands looking to deepen connections.
(Zheng, C., et.al., 2024) outlines recent research trends emphasizing integrated multi-touchpoint storytelling that strengthens brand equity. It identifies growing interest in narrative-driven marketing strategies, especially beneficial for heritage sectors like handloom textiles, reinforcing the importance of seamless story integration. (Sharma, N., & Joshi, S., 2024) examines the roles of social media campaigns and narrative consistency in creating meaningful consumer-brand relationships in heritage textiles. The findings show how story integration across digital platforms and offline retail fosters engagement and brand loyalty, essential for Khadi and handloom brands’ growth.

The comprehensive review of literature strongly affirms the strategic importance of integrating storytelling consistently across multiple brand touchpoints for handloom and Khadi products. This approach not only strengthens consumer emotional connections and loyalty but also reinforces the authenticity and heritage value that these traditional textiles embody. The studies underline how digital platforms, physical retail, and experiential channels should deliver cohesive, culturally rich narratives to optimize brand equity and market appeal. Moreover, this integration supports artisan empowerment and sustainability, connecting heritage crafts to modern consumers effectively. 

Conclusion

This research explored how storytelling strategies can effectively build luxury handloom brands while emphasizing sustainable identity. Guided by comprehensive literature reviews on brand storytelling and sustainability, it examined key elements such as crafting the brand story essence, leveraging the ARC narrative framework, investigating media and tools for storytelling, and integrating stories seamlessly across diverse brand touchpoints. Methodologically, the study synthesizes qualitative and quantitative findings from empirical research, case studies, and theoretical models to validate how these storytelling components cohesively contribute to brand authenticity, emotional resonance, artisan empowerment, and market relevance. This systematic approach justifies and demonstrates that strategically crafted and integrated narratives are central to elevating handloom fabrics into culturally rich, sustainable luxury brands that meet contemporary consumer aspirations and global ethical standards.

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