"Step into the soul of ANOOTHA where every thread, every stitch, every story and every step reflect our unwavering commitment to passion, quality and extraordinary journey we're thrilled to share with you."

ANOOTHA, “Unique” or as they say ‘Kuch Alag Hat Ke’ in Hindi.

Something that is distinct and extraordinary. Story of Anootha similarly is Unique. Indian ethnic women fashion brand, started by the founder Ritu Agrawal, with no real inclination towards fashion or trends.

As a simple girl herself, Ritu understood that fashion should be accessible and relatable to everyone. She wanted to break the stereotype that fashion is only for the fashion-freaks or those who are fashion icons. Ritu believed that fashion is for everyone, regardless of their background, age or body shape. Fashion is not about conforming to societal norms, but about embracing one's individuality and expressing oneself through personal style. For her “Fashion is what you want to wear or style up rather than what everyone is wearing”.With this belief in mind, the brand “Anootha” was founded.