April 01: Fashion house Ritu Kumar has launched its latest affordable fashion brand Aarke aiming to facilitate women wanting affordable designer wear for their daily life occasions.

Amrish Kumar, serving as the managing director and creative director of Ritu Kumar brand in a statement quoted, “An Aarké woman for us means – one that lives in the moment and is yet rooted in Indian sensibilities, is a multi-tasker, and someone who does not shy away from her preferences of what she wears. With Aarké we aim to reach a more varied audience for whom design and quality along with a certain price sensitivity are at the core of her shopping.”

Also read: Menswear specialist Jenjum Gadi to launch patchwork women’s saree collection in March 2021

The Aarke collection is conceptualised by Amrish Kumar himself as the collection includes dresses, suit-sets, tops, bottoms, kurtas, kurtis etc.

Amrish Kumar is a designer who is also a second-generation entrepreneur who was challenged to grow a huge boutique business into a highly successful, pan-India women’s apparel company.

Ritu Kumar aims to bridge the gap between the price points and designer wear with the help of the Aarke launch. The brand’s collections are exclusively available on its website.

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