Mrittika is an Indian fashion accessories brand of RuMi Craft LLP that aims to provide its clientele with products exhibiting an elevated aesthetic, made with authentic handcrafted fabrics and leather alternatives, while working directly with a myriad of craft clusters in India, with emphasis on fair pay, sustainability, social conscience and transparency.
Mrittika’s goal is to be recognised and revered among both customers, as well as craftspersons as a socially conscious, transparent and sustainable brand that is making a difference in the Indian handloom and handcrafted textile sector through its efforts.
‘Mrittika’ is a Sanskrit word that means, ‘born from the earth.’ It also refers to the goddess of the earth or ‘Mother Earth,’ as many people call it. The decision to name the brand so came from the earthy calling that the founders wish Mrittika’s products to deliver to their customers. They believe that there is a certain connection to the earth that human beings bear. This connection is evident in the attractiveness of the rustic and uneven quality of handmade fabrics. Therefore, in a mechanised world full of synthetic products, Mrittika’s products are meant to remind its customers of their roots.
RuMi Craft is the conjunction of Vishakha Ruhela and Nandini Misra, the founders of the company, and their deep love and passion for crafts. Rumi is also a Japanese name that connotes beauty and flow, and is also the popular name of Jelaluddin Rumi, a 13th-century Persian poet, Islamic scholar, theologian and Sufi mystic, who wrote beautiful and poignant poetry, which inspires the founders of the company.