The Brand
Our Name Carries Our Story
“Indi” echoes the essence of India, indigo, and identity.“Rookh,” meaning tree, stands for rootedness, resilience, and quiet growth.
Indirookh is where tradition meets transition - drawing from India’s rich craft heritage to create clothing that is timeless, minimal, and designed to grow on you.
Born from a love for fabric, colour, and craft, we create everyday essentials that feel good, wear well, and age with grace.
We don’t believe good quality needs to shout. It simply needs to stay.
From versatile kurtas and tunics to breezy pants and effortless dresses - every Indirookh piece is designed for comfort, stitched with care, and made to last.
Sustainability isn’t just a buzzword for us - it’s in our palette, our process, and our people.
Our Journey
From Kandid to Indirookh
She didn’t set out to build a factory. She planned to design.
In 2003, fresh out of NIFT, our founder Shruti Vyas started Kandid — a creative space with just two sewing machines and an urge to bring her sketches to life.
What began as a small design studio soon grew into a manufacturing unit producing for leading corporates. Shruti didn’t study production - she learned it hands-on, alongside her team, one challenge at a time.
After almost two decades of building for others, she returned to her first love -design. That return became Indirookh. A brand rooted in simplicity, sustainability, and the joy of making.
From candid beginnings to conscious branding, Indirookh is more than a label - it’s a story stitched with intention.
Our Strength
With over 50 skilled hands in our Jaipur-based workshop, we work every day to ensure fair practices, safe environments, and ethical production.
We proudly collaborate with non-profits like AhamBhumika, enabling women in remote villages near Bhopal to earn through hand embroidery. Our relationship with block print artisans across the Jaipur region continues to thrive, keeping age-old techniques relevant and respected.
Every fabric we select, every silhouette we design, and every stitch we seal goes through meticulous checks — not just for quality, but for purpose.
Because clothes aren’t just what you wear. They’re what you carry forward.
From The Founder
As a designer, I found my voice in colours and textures. As an entrepreneur, I learned to translate that voice into something tangible.
IndiRookh is not just my brand - it’s an extension of who I am. A canvas where comfort meets craft, where quiet elegance meets everyday wear.
From sketchbooks to sewing lines, the journey has been unpredictable but deeply fulfilling. And through it all, one belief has stayed firm: Buy Local. Make Local.
Welcome to Indirookh - where every piece is made with a little bit of story, a lot of soul, and the hope that it stays with you - for seasons, for memories, for good.
