Mr. Rudra, founder of Ajrakhify, fashion was never meant to be just about clothing. His vision was to create something that could connect the choices of a new generation with India’s rich craft traditions-while giving traditional artisans and their work a meaningful place in contemporary fashion.

The journey began unexpectedly with a school project on environmental conservation. While researching the impact of modern fashion, Rudra came across concerns surrounding chemical dyes, heavy metals and microplastics. This research led him to discover Ajrakh, a centuries-old textile tradition from Kutch, Gujarat, known for its intricate hand-block printing and the use of natural colours.