The idea for this brand came from seeing Western brands selling popularising and bringing to the clothing mainstream that is quintessentially Indian, which I felt should be the responsibility of someone who understands the culture, grew up in it and also wanted to better their relationship with their heritage.

 

It was the job of the newer generation of Indians, that lie somewhere in between a proper Indian and someone raised in an amalgam of cultures. I felt that perhaps there should be a homegrown brand that pushed the boundaries of traditional silhouettes while still retaining elements of the original.

There was also a gap for clothes that fused together various cultures and created a middle way  between  traditional clothing and modern ethnic wear. Clothes that provide comfort, feel up to date and just as stylish and Indian.