MaThi stands for Magalir Thittam—a Tamil Nadu government (India) initiative created to empower women through entrepreneurship. But MaThi also means “mind” or “intellect” in Tamil. That duality became the soul of the brand—where administrative vision meets everyday wisdom. It’s not just about enabling women to earn, but helping them build something they own with pride, intention, and identity.

The visual identity began with a simple cultural truth: every morning across Tamil homes, people draw Kolams(Rangoli) —intricate rice flour patterns made with dots and lines. These aren’t decorative. They are sacred, practiced rituals of welcome and resilience. The act of creating a A Kolam begins with scattered dots. Through patience and precision, each line connects them—revealing something whole, intentional, and beautiful. This became our design metaphor: MaThi is the system that connects the dots—linking women across villages, skills, and industries—turning small individual efforts into a shared ecosystem of purpose and pride.

This became our design metaphor: MaThi is the system that connects the dots—linking women across villages, skills, and industries—turning small individual efforts into a shared ecosystem of purpose and pride.

The brand mark is drawn from Kolam geometry. Its looped symmetry represents community, infinity, and possibility. Every pack includes hand-illustrated portraits of real women, not models—grounded, proud, and present. Typography is clean. Color is rooted in local craft. Tone of voice? Sharp, confident, and unpolished in the best way.

This isn’t just a brand made by women.
It’s a system designed to honor them—quietly, clearly, and powerfully.