About Us

THE BRAND

Prathaa (tradition) is a celebration of exquisite handcrafted fabrics that emerge from the heart of India, breathing, flowing, and speaking of the country’s textile heritage. The brand believes in nurturing and preserving the Art and Weaves of India, creating easy-to-wear, distinctive, and appealing contemporary fusion fashion.

Unique in its use of weaves and design touches, Prathaa excels in showcasing its fabrics. The brand embodies the modern urban woman who welcomes change and innovation, is aware of her rich historical inheritance, and represents every woman who has embraced the past with respect, enjoys the present with abandon, and looks to the future with optimism.

Our team at Prathaa aims to translate the inherent honesty and hard work of Indian artisans into modern edgy clothes, rejoicing in color, cut, and quirkiness. We seek to translate the pride that a craftsman feels upon seeing their imagination come to life in warp and weft into clothes that offer solace. We believe in abiding by the sense of fair play when dealing with weavers, customers, vendors/associates, and employees, as it translates into the well being of the entire eco-system. Team Prathaa is dedicated to making customers look good and feel better in comfortably distinct designs.

THE PHILOSOPHY

Prathaa embodies a sharp edginess in its designs, offering a modern interpretation of age-old fabrics, making them both wearable and stylish simultaneously. Drawing inspiration from the essence of womanhood—the gypsy, the wild-child, the mother earth, and even Shakti herself—our clothes aim to incorporate the qualities of today's woman, showcasing her versatility and beauty with the quintessential Indian feel. Each Prathaa design undergoes an elaborate birthing process, with a distinct story to tell.

Committed to using 100% handloom and breathable fabrics, we bring forth eye-catching styles. Recognizing that the Prathaa woman is busy, our design philosophy prioritizes functionality,comfort and authenticity. Minimalistic designs and innovative silhouettes form the core of the Prathaa ensemble. In an evolving design palette, our focus remains sharply on quality and celebrating the uniqueness of the fabrics used, rather than merely following trends.

Since Prathaa women are unique, we pay close attention to detailing, finishing, and rigorous quality checks, ensuring perfection in their outfits. With every purchase of a Prathaa design, we honour the trust our patrons place in us and our work—a trust we are committed to safeguarding.

With over four decades of collective experience, our team combines expertise and finesse. While you can always expect a pleasant surprise from a team with diverse experience, the challenge lies in aligning with core sensibilities and design strategy.

Sukanya Bhattacharya, Founder of Prathaa - Weaving Traditions, says, “I believe fashion is the collective voice of a generation. Sometimes, that voice speaks the language of style, and sometimes that of color, but the unspoken underlying need is always comfort. As a brand, we speak to this generation by staying current, constantly innovating, and keeping our finger on the pulse. The Indian fashion industry, like its overseas counterpart, is moving towards sustainable and minimalistic fashion. There is now a consciousness to create wealth for grassroots artists, karigars, weavers, and artisans, making a positive difference in their lives. Our purpose is to tread lightly and leave a minimal carbon footprint. With the pace of life and the many things we all want to fit into each day, minimal and breathable clothing becomes the go-to choice.”