Ritu Kumar continues to dress Indian women with contemporary labels

Designer Ritu Kumar tried her hands with bridal and evening wear in the 1960s and 70s. Eventually, she added other categories of women’s wear. Her range covers some of the country’s most exquisite garments and accessories in cotton, silk and leather. The range embraces both traditional textile crafts and the lineage of Indian design.

Over the years, Kumar has expanded multifold and in 2013 it secured a private equity investment from Everstone Capital. Today, it has 53 stores and has become a design house with various sub brands. Kumar caters to the modern Indian woman, around 28 to 45 years of age, who appreciates Indian tradition and wants to incorporate it in her wardrobe in a modern way. Kumar is more about evergreen and classic handicrafts and luxury placed in modern silhouettes. In 2002, she launched the sub brand ‘Ritu Kumar Label’. This uses established forte of traditional Indian design and converts it into a fashion oriented international product. It is aimed at the young, global Indian woman who has a contemporary lifestyle, who is experimental and likes trying out new trends. Its silhouettes and styles change rapidly and embrace what’s cutting edge. Ri by Ritu Kumar is the bridal line that caters to the modern Indian bride.