Ritu Kumar to reach smaller cities with affordable line

New Delhi, July 10 (IANS) India’s pioneering designer Ritu Kumar, who has been credited with starting the boutique culture in the country, says she is now focussing her efforts on reaching out to clients in smaller cities with an affordable semi-ethnic line.
“My brand is expanding to tier-II and tier-III cities with a lower price point. The collection will mainly be semi-ethnic and designs from our brand label (spearheaded by son Amrish Kumar) with less of bridal range. We are also going for the more affordable line,” Kumar told IANS when asked about her brand expansion plans.

Amongst India’s most successful designers, Kumar has been active in the fashion industry for over 40 years and has participated in many fashion weeks in India and abroad.

However, in the last Amazon India Fashion Week, she was only a part of the finale show where 25 designers came together to pay an ode to the rich heritage of India through their ensembles.

Asked why she is choosing not to do solo shows, she says she will do it when she gets a chance to promote Benarasi weaves.

“Perhaps if we get a chance for the promotion of Benarasi line or something which is really special, I might participate in that. We are focusing on handloom textiles,” said the designer, who has styled for the likes of Vidya Balan, Aishwarya Rai, Priyanka Chopra, Lara Dutta, Dia Mirza and international celebrities such as Mischa Barton.