Building on a legacy

ISSUE: 136

Amrish Kumar has transformed Ritu Kumar, a boutique business started 50 years ago, into a highly successful women’s apparel company with multiple brands.

How did your mother, well-known designer Ritu Kumar, help shape your perception of fashion?

AK: For me, it was not so much about the perception of fashion – there was no formal approach but I grew up surrounded by her aesthetic. A lot of her work was research and revival-based, and I got a very early look at patterns and the legacy of textile design in the country. That is what shaped my viewpoint. I was also exposed to a lot of things globally, which have also influenced me. I have a mix-match of influencers.

Is it difficult to stand out in such a saturated market?

AK: I don’t think the market is saturated, necessarily. It is just that one has to have a clear identity and a clear value proposition. A lot of brands and designers are doing similar things, breaking out, which is not easy. Creating a prêt or everyday line is not the easiest thing to do and it is good to have a clear identity that the market wants.

What’s next for Ritu Kumar?

AK: We have had a busy few months at Ritu Kumar with new launches across all our brands for Festive/ Winter ’21. At Label Ritu Kumar, we announced Shanaya Kapoor as our brand’s face in September 2021 and recently launched our homeware collection with Ashiesh Shah at Ritu Kumar Home. In October 2021, RRVL and Ritu Kumar came together to boost Ritu Kumar’s platform. Our plans, at present, are to expand our brick-and-mortar footprint in the country with new stores across cities and strengthen our digital presence both nationally and internationally

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