Clothing brand Shrutkirti, plans to bring back traditional Indian techniques in contemporary fashion, says owner Vishakha Sethi. Each outfit is handcrafted and is adorned with lively colours and prints, specific to different cultures blooming across India. Sethi feels, one may not be keen to wear your mom’s old denim bell-bottoms straight out of the 70s with their tweeds and pinstripes, but you would never say no to your grandmother’s beautiful handcrafted silk sari. Something like that would be considered classy and vintage; and even if you don’t wear saris often, the idea of converting that silk sari into a gorgeous evening dress is irresistible.
Shrutkirti works with an array of people: loom owners, independent weavers, manufacturers, and traders. The focus is on making versatile garments that are very easy to style. The startup uses natural dyes for traditional printing techniques like batik, block, table print, indigo, baghru, etc. The product is finished with embellishments using hand embroidery. The home-grown and sustainable brand is suitable for all age.