The label, established in 2009, caters primarily to a niche segment of young, urban women. The simplistic, clean silhouettes come in a wide array of color and fabric combinations, with special emphasis on hand and machine embroidery, cuts, patterns and intricate detailing. The ensembles which bring together Indian elegance and the western free spirit represent the experimental young mind, eager for new adventures, tied to their roots and yet straining to break all boundaries.
The newest line features KHADI tunics and dresses, which bring the traditional handloom fabrics back to your wardrobe in new silhouettes and patterns perfect for the urban women. The new collection incorporates detailed embroidery artwork done with machine embroidery, sometimes along with the kantha embroidery. Hand drawn artworks are transferred into embroideries and incorporated into the design. Handloom fabrics in cotton and cotton silks feature in the line.