The concept of Ajaara was build observing the skill set of artisans of Bareilly and their standard of living. The focus is not only on bringing back the craft from mediocre to contemporary pieces but also changing consumers' mindset about material and product quality and making you love the authenticity of the craftsmen and their craft.

At Ajaara, they understand the importance of sustainable living and strive to make it a part of our daily lives. All of their home decor designs are handcrafted by local artisans using rattan and cane, replacing traditional wood for a more eco-friendly option. Their products are not only contemporary, but also light-weighted and durable.