I grew up in New Delhi, surrounded by colour, textiles and craft - it’s always been part of my world.

Rooh was born from a desire to stay connected to that world, and to bring the joy of colour into everyday life. Today, I create small-batch collections using traditional printing techniques, working closely with artisan partners across India.

Rooh means “soul” in Urdu - a word that sits at the heart of everything we create.

Hi, I’m Smriti - founder of Rooh.