Classic and chic designs with the perfect blend of understated elegance are what define Ekru –Ekta Jaipuria and Ruchira Kandhari’s label. The brand philosophy is simple, wearable and refined outfits for the women of today keeping a balance between contemporary fashion and traditional Indian clothing.

What started off with minor exhibitions in the metros grew up ginormously. But slowly and steadily with passing of time, things got bigger and in the course of eight years Ekru is now equipped with a strong team of in-house tailors, pattern masters, hand and machine embroiders along with finishing men and is staring success with turnovers to the tune crossing Rs one crore mark, within such a small period of time. Ekru, the label, is a classic amalgamation of beautiful fabrics, intricate texturing, intense color palette, dramatic detailing, and couture embroidery.

Picking up elements from nature and exploring them in terms of colour, fabrics and surface treatments, the range exudes a sense of serene tranquility and simple sophistication, all these and more, away from the plastic adornments and ostentatious ornamentation. The label always is in the pursuit of delivering beautiful accents and sharp tailored silhouettes with a sophisticated touch.

Their creations are a classic amalgamation of beautiful fabrics, intricate texturing, intense colour palette, dramatic detailing, and couture embroidery which transcends their collection of structured modern western silhouettes into rich ethnic Indian silhouettes flawlessly. Ekru also has its trousseau line comprising of ethnic kurta sets, skirts, tunics and sarees in a vivid mélange of styles and silhouettes. Experimenting with traditional embroidery forms and giving them a completely contemporary feel is what the brand specializes in. 

They have quite a large celebrity clientele base that swears by their name- Sridevi, Mahima Chowdhry, Roopa Ganguly, Koneenica Chatterjee, Riya Sen, Raima Sen and Reshmi Ghosh to name a few.

EKRU is available at Kimaya (Dubai), Cypress (Mumbai), Fuel(Mumbai), Roxx  (Dubai), Studio Saks (Chennai), Orange Feathers (Hyderabad), Anantam (Delhi), Zoya (Mumbai), Elahe (Hyderabad), Oorja-(Hyderabad), Options (Mumbai), Ose (Delhi), EKRU (Kolkata).

You can get Ekta and Ruchira at:
Address: Ekru Alluring Designs
¼ Rowland Road, Kolkata
West Bengal
E-mail: ruchira@ekru.in
Website: www.ekru.in