Our Story

Our Story: Celebrating Tradition, Empowering Artisans

At Roohi, we don’t just create clothing — we weave stories, traditions, and dreams into
every piece. Our journey began with a deep-rooted passion for reviving the timeless art of hand-block printing and a commitment to empowering the artisans who carry this legacyforward. Every saree and dress in our collection is more than just a fashion statement; it’s a tribute to the skilled artisans of India, whose hands have been perfecting this intricate craft for generations.

Hand-block printing is a labor of love, requiring patience, precision, and an unwavering
attention to detail. Each design is carefully hand-carved into wooden blocks, and then the blocks are used to imprint beautiful patterns onto fabric, using natural dyes. This art form isn’t just about aesthetics — it’s about preserving a cultural heritage, and at Roohi, we are honored to keep that tradition alive, one block at a time.

Empowering Artisans: Crafting a Better Future

Behind every saree and dress is a community of artisans, each with their own story, skills,
and dreams. At Roohi, we are proud to work closely with hundreds of artisans from rural
and underserved regions of India. By providing them with fair wages, sustainable work, and opportunities for skill development, we are not only helping to preserve this ancient art but also creating real, lasting change in their lives.

Our artisans, many of whom are women, are the heart and soul of our brand. Through our collaborations, they are able to support their families, send their children to school, and gain a sense of empowerment and financial independence. With every saree and dress that you wear, you’re helping these artisans flourish, ensuring that their craft remains alive for future generations.

Sustainability and Ethical Practices

At Roohi, we are committed to sustainable and ethical practices that respect both the
environment and the people who create our garments. The natural dyes we use are eco-
friendly, ensuring that our clothing is as gentle on the planet as it is on the skin. Each piece is crafted with care, using high-quality, sustainable fabrics that not only highlight the beauty of hand-block printing but also contribute to a cleaner, greener world.
We believe in creating fashion that lasts — both in terms of style and impact. Our garments are designed to be timeless, allowing you to carry a piece of India’s heritage wherever you go, all while knowing that your purchase supports a community of artisans working to better their lives.

A Celebration of Culture and Craft

Our hand-block printed sarees and dresses are a celebration of India’s rich cultural heritage.
The patterns, motifs, and colors you see in our collections are inspired by centuries-old traditions that tell the stories of India’s diverse landscapes, history, and people. From the delicate floral patterns to the bold geometric shapes, each design is a masterpiece in itself, meticulously crafted with care and dedication.

By choosing Roohi, you’re not just wearing a beautiful piece of clothing; you’re wearing a
story — the story of India’s artisans, their craft, and the vibrant culture that continues to
inspire us every day.

Our Promise:

When you wear a Roohi saree or dress, you’re making a conscious choice to support ethical fashion, celebrate traditional craftsmanship, and empower artisans who are shaping their future. Every piece you wear helps preserve an ancient art form, creating opportunities and uplifting communities across India.

Thank you for being a part of our journey. Together, we are not just celebrating fashion,
we’re celebrating heritage, empowerment, and sustainability, one hand-block print at a
time.

Our brand story emphasizes the rich heritage of hand-block printing, the artisans you
support, and your commitment to sustainability and ethical practices. It invites the
customers to be part of something meaningful while celebrating craftsmanship and cultural tradition.