About our Founder Smriti

Welcome to Rooh! I’m Smriti, the heart behind this small, family-run business based in London, but deeply rooted in the rich culture of India. I grew up in New Delhi, surrounded by vibrant colours, intricate handicrafts, and traditions that filled everyday life. Wherever I’ve gone, I’ve carried a piece of India with me—through decor, festivals, and bedtime stories for my boys.

Rooh, meaning “soul” in Hindi, is about more than products—it’s about sharing stories and celebrating the artisans who make each piece special. Inspired by my entrepreneurial parents and my love of handmade artistry, I launched Rooh in 2022 to bring a touch of my home to yours. Our collection blends India’s heritage with contemporary style, featuring bold colors and patterns that capture India’s lively spirit. 

Each piece is handcrafted by skilled artisans, many from families who’ve perfected their craft over generations. I’m proud to work with small, family-run businesses in India, where I’m involved in every step—from sketches to final touches, creating lasting memories along the way.

 

Rooh is my tribute to the India I hold close to my heart, filled with warmth, colour, and the stories behind each item. I invite you to explore our collection, and I hope you’ll find something that speaks to you.

For more updates and glimpses behind the scenes, follow us on Instagram and Facebook to stay connected.

With love,

Smriti