Crafted by artisans. Crafted to breathe

Vitika, founded by Shruti Ashar & Mona Sheth in April ’24, is born from a simple idea brought to life with dedication and a love for comfortable, conscious fashion. Style, for us, is about keeping it real and classy. Each product is handwoven using organic fabrics and natural colors, showcasing artisanal craftsmanship at its finest. The material adapts effortlessly to your fit and stays resilient wash after wash. Alongside creating unique pieces, we are committed to responsible manufacturing practices that honor our people and processes. We believe stories are born in the unlikeliest of places – forgotten books, old wallpaper, a pinned message, or a mesh of colorful threads – and our products carry these timeless tales forward.

SHRUTI ASHAR

Shruti, a post-graduate in Fashion Design and Technology, began her career with a boutique in Mumbai, specializing in custom couture. In her thirties, she shifted to coaching school and college students, and later became a life coach with Landmark Institute, guiding thousands through motivation and leadership. A passionate foodie and people-person, she blends creativity with empathy. Now in her forties, Shruti has returned to fashion, drawing from her family’s 150-year legacy in Kutch trading. Along with her college friend Mona, she co-founded Breathing Fabrics Co., bringing sustainable Kutch cotton into timeless, eco-friendly garments that support rural employment. She lives in Mumbai with her husband, while her son pursues architecture in Australia.

MONA SHETH

Mona, a gold medallist in literature from Mumbai University, began as a painting teacher and became a renowned journalist, interviewing over 5,000 personalities including Shri Sadhguru, Shri Narendra Modi, and Smt Kokilaben Ambani. In her thirties, she traveled extensively, exploring cultures across Europe, America, Asia, and Africa, while writing a weekly column on societal trends. Now in her forties, she has teamed up with college friend Shruti Ashar to co-found a clothing brand celebrating the art, craft, and heritage of rural India. She lives in Mumbai with her husband and teenage son.