About Us

Rooted in Heritage. Designed for Today. Inspired by Legacy.

Rucha Ethnics is the embodiment of timeless Indian craftsmanship, reborn through a lens of modern elegance. Founded in 2012 by Shree Aasha Ghevariya—a woman of extraordinary vision and artistic instinct—Rucha Ethnics began as a humble boutique with a singular purpose: to curate and celebrate the soul of Indian ethnic wear.

Named after her daughter, Rucha, this brand is a personal legacy. Shree Aasha's deep understanding of fabric, dyeing, weaving, and printing techniques—paired with her natural eye for beauty—quickly turned her passion into a sought-after destination for bespoke ethnic fashion.

Her curations draw from the rich textile traditions of Kutchh, Jaipur, Kolkata, Banaras, and Rajasthan, with handcrafted marvels like Ikkat, Patola, Bandhani, Ajrakh, Dabu, Madhubani, and Banarasi weaves. Today, Rucha Ethnics proudly operates a luxurious wholesale showroom in Surat while preserving the charm of its original boutique—an enduring tribute to its roots.

With direct collaborations with artisans, manufacturers, and fashion designers, Shree Aasha reimagines tradition—merging luxury with legacy, modern silhouettes with cultural depth, and artistry with accessibility.

In 2024, Rucha Ethnics steps onto the global stage, offering the world a curated collection of bespoke Indian ethnic wear, delivered with seamless elegance and unmatched craftsmanship.

Our Vision

• To revive and globalize the soul of Indian ethnic art, making it accessible, admired, and celebrated across the world.
• To empower women—not just through fashion, but through opportunity, confidence, and independence.
• To build a legacy where craft, culture, and couture co-exist in harmony.

Our Core Values

• Heritage & Craftsmanship
  We honour India’s centuries-old textile traditions—each piece tells a story of skill, devotion, and artistry.
• Empowerment & Femininity
  We are built by a woman, for women—championing strength, elegance, and the art of self-expression.
• Elegance & Exclusivity
  Every collection is thoughtfully designed for those who seek timeless style and refined luxury.
• Sustainability & Ethics
  We are committed to responsible sourcing, ethical collaborations, and sustaining the livelihoods of our artisans.
• Tradition Meets Modernity
  We seamlessly blend age-old techniques with contemporary silhouettes—offering fashion that respects the past, yet speaks to the present.