-- Collections

-- Collections --

A melting pot of organic and aesthetic wear

-- About

-- About --

Unlocking the Pitara

Pitara means a chest of treasures and precious things and indeed over the 18 years of its existence, Pitara Designs has lovingly collected and kept alive, invaluable traditional Indian materials and techniques through its contemporary renderings.

Pitara is helmed by Radhika Jassal, who not only envisioned a clothing brand but whose endeavor has always been to employ and involve as many women as possible in the production processes.

Our aesthetic is derived from the rich local traditions like Kantha, Madhubani, Daboo, Ajrak and Shisha and re-articulated for the urban context. Pitara works with a team of weavers, printers, dyers, tailors, embroiderers and designers to create garments with a focus on quality, functionality and perennial style. The quality control department tests every garment for the perfect quality so as to give you comfort of wearing and long use.

Other than supporting traditional artisans, Pitara has, since its inception, mostly focused on enabling and empowering the female workforce. We train and employ close to 300 women embroiders, and our sampling unit and our management is definitely women centric.

It has also been our constant endeavor to work with environmentally friendly materials and minimize waste of fabrics and resources by creating design intensive ranges of trims, accessories, bags, soft furnishings using recycled production scrap.

-- Blog

-- Blog --



April has turned out to be quite a tumultuous month. With the financial year beginning, various holidays, changing seasons and the political momentum increasing. The past few months have been quite eventful work-wise, but there have been many challenges for us here in Pitara time and again. It has been a crazy ride as we sat down to gauge the different factors and the long-term effects of these 3E’s. Continue Reading



Post-Holi, we have had a hectic time, finishing collection after collection, everybody has been quite busy. So this week we thought, how about having a chat with our workforce, which we will continue having every two weeks. We generally keep a transparent dialogue between the management and the craftsman, yet due to everyone’s busy schedule, it becomes difficult to hear every voice. Since, majority of our workforce comprises of women from rural localities and families, their stories and experiences never cease to intrigue us. Continue Reading

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When Pitara’s workshop was set up in the Aali village near the Mohan Estate area 2 decades ago, the place was nothing but a small rural confine. With a few houses, covered by forests and almost no motor-able roads. The locality was pretty much what every other Indian rural area was like, distanced from modernisation of the urban Delhi. The surroundings were quite rustic but what we remember most of times back then, was that one could hardly spot a woman outside the premise of her home. Continue Reading

Blog 7


A standard query that often comes up in relation to work with traditional fabrics and textile techniques is how does it fit in to the world of big retail and fast fashion? At Pitara one of our guiding values is to constantly find a solution to this problem and keep our designs relevant both in terms of aesthetic and affordability. Continue Reading



Just like every year, the Pitara family was soaked in the festive spirit of our favourite festival, Holi. Pitara is a celebration of colours, and that’s what our workshop stood for a day prior to Holi. Continue Reading

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Pitara Designs has been creating heritage garments over 2 decades now, which has been established throughout our previous blogs. Continue Reading

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The designs that Pitara offers are by and large heritage designs and our focus is on contemporarising these heritage garments. Frankly I don’t think we can construct too much new because there is some extent to things that can you do to a garment keeping in mind its wearability.  Continue Reading

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When we opened Pitara, we called it the grand opening of the treasure chest, we had a lot of products from the traditional handicraft sector. Continue Reading

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It was 1995, when I formally started with Pitara. Before opening Pitara we had to put in a lot of ideas, thoughts and resources. Putting all the stuff came from my experience of working with the Indian hand loom and handicrafts artisans. Continue Reading

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The Indian market in the 90s was in the process of a tremendous transition. With globalisation, the face of the Indian fashion was changing as new Indian designers began setting shop. The selling point of a particular label became the designer tag that was associated with it. By 1995, the Indian fashion industry shifted focus from utilitarian dressing to customised, one of a kind designer master-pieces. With more focus on specialised art and innovative designing, it became imperative that the work force be comprised of highly skilled artisans that understood the nature of the market yet be rooted in the rich culture of India’s past. Continue Reading

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