About the Label
Ridhi Mehra’s eponymous label is a contemporary take on refined Indian dressing. Striking yet free-spirited, her ensembles bring western aesthetics to traditional wear while reinventing silhouettes and constantly pushing the boundaries of affordable luxury. Clean lines, delicate details, and a hint of drama are Ridhi’s signature which has made the brand stand out in today's crowded marketplace.
About the Designer
Delhi-based designer Ridhi Mehra is a graduate from NIFT, Delhi and post-graduate in Business Management from University of Nottingham, United Kingdom. Starting her women's wear label in 2012, she has swiftly become a renowned label in the industry. Her label brings western aesthetics to Indian Couture. Simple lines, intricate embroidery and elegant silhouettes are the definitions to her collections. Ridhi Mehra's Couture is much referred to as - Timeless. Dynamic. Graceful. Contemporary.
Hard work and determination are two important factors in the growth of her label. The apparel industry is super competitive, and Ridhi believes that it is super important to be on one's toes. You have no time to think or rest. One must be innovative with designs and marketing in this industry to move forward and face the challenges of the industry.
“Growing up, I was always surrounded by fashion since my mom and aunt owned a fashion label. It was inspiring to witness all the talent and hard work that goes into this industry. After graduating with a business degree, I decided to delve into the fashion world with my own label because of my passion for fashion and my knowledge in business”, the designer says. Her brand envisioned to address the gap in the market for affordable Indian designer clothing. Enhancing on the experience from her mom and aunt's label, Ridhi quickly forayed into this industry making her vision turn into reality.
Being a part of the GenX generation, she was the first in her genre of designers to master Social Media. Instagram was largely gaining popularity, and it was at this time, we realized that this is the next portal for business and we had quickly moved into venturing into this space, says Ridhi reminiscing her journey. This helped me in developing the right product and marketing it to the right audience, creating a market for my label in this competitive industry.
Being a part of several fashion weeks, awarded by FICCI and other the leading organisations, her designs are an inspiration in the Indian apparel industry. For designing, I've always turned to my inner instincts - it has always worked for me - says the young designer. I am so proud to have launched about 18+ collections and having at least 1 capsule collection launch every year.