Nida believes in supporting artisans from the rural areas of Pakistan, giving them the opportunity to thrive through their their centuries old crafts which has been passed down from one generation to the next. The brand focuses on building a structure of equality and opportunity for all its employees and this ethos is embedded in the brands DNA.

The growth in the business allows it to give back to its artisans community by supporting educational ventures and vocational trainings to benefit the wider society.