The label 'Ninoshka' comprises of 'clothes with a conscience' which are made of pure natural and organic fabrics and the use of natural dyes such as pomegranate, indigo, lac, marigold etc to give it a more natural and eco friendly feel. Collections also comprise of dyeing techniques such as tie and dye, bandhani and shibori, and printing methods like Ajrak and Kalamkari. Garments comprise of handloom fabrics such as khadi and malkha and embroidery done by local artisans. The purpose of the label is to create social improvement and environment awareness.