It embodies the essence of everything we create – a connection to India’s vibrant heritage, the beauty of slow fashion, and the spirit of extraordinary craftsmanship.

An independent lifestyle brand in London, Rooh celebrates India’s heritage with pieces handcrafted in small batches by skilled artisans in India—unique, timeless, and made with care. By choosing Rooh, you’re supporting sustainable livelihoods and preserving exceptional artistry.

Inspired by founder Smriti’s roots in New Delhi, our collection blends traditional craftsmanship with contemporary style, bringing vivid colours and stunning prints to life. Explore our limited-edition pieces, designed to add warmth, sophistication, and colour to your everyday.

Thank you for being part of our journey.