With a Masters in Advertising and Marketing Management, and having worked in two of the world’s leading Advertising Agencies namely McCann Erickson and Ogilvy& Mather in the busy capital of Delhi for about 5 years, Utpala Talukdar, a young Assamese girl, had an urge to do something for the local weavers of her village and the community in Assam. This prudent thought made her think of an innovative idea of blending local Indian craft with the on going trends in clothing and market them on a global platform with her acquired advertising and marketing skills in the specific field. And that’s how ATUT came to life. In her view, Assamese weaving techniques cannot be replicated by weavers of the other parts of the country and today if we don’t retain this art, we will end up killing the enriching craft and rich history embedded in it.

She found an opportunity to undertake this humongous task through a fresh and eco-friendly fashion label that not only speaks of tradition and the unique bond between nature and the Assamese people, but also of the open character of the fashion world, that accepts contemporary perspectives in clothing, making people feel good about themselves over and over again, with changing times.