The roots of brand SINI lie in the core of the hugely successful NGO Aastha Foundation. Aastha Foundation under the able guidance of its managing trustee Ms. Neetu Singh, has been doing noteworthy service to the society since its inception in 2005. Among Aastha’s various initiatives, its ‘Self-help’ initiative for women and rural artisans has been very well received and well applauded. SINI as a branch has emerged to realize the true potential of these artisans and give them their due recognition.