Palayan, or exodus, is a concern in Uttarakhand where the youth of villages leave them for opportunities in urban areas. This leads to an erosion of culture and pressure on the youth and families in general. Nayalap, the reverse of Palayan, is an endeavor to entice communities to stay back by helping design and market handcrafted products. By promoting and giving design inputs to local craftsmen, the brand believes in bringing premium value to their craft and thus more revenue.