About Us

Welcome to RURIethnic

Where we invite you to step into a world of timeless elegance and grace. We specialize in the exquisite artistry of handloom sarees, each a masterpiece that embodies the rich heritage of Indian craftsmanship. Our commitment is unwavering – to provide you with sarees of unparalleled authenticity and quality, sourced directly from the skilled weavers and weaving clusters across India.

There is an undeniable charm to handloom sarees, a charm that no machine can replicate. With every thread, every weave, and every pattern, we bring you the essence of a tradition that has been passed down through generations. Our sarees are not mere garments; they are a celebration of the meticulous craftsmanship and artistry that only handloom can offer. When you choose RURIethnic, you choose a piece of India's soul, a piece of history, and a testament to the enduring grace of handloom.

My journey with sarees is deeply rooted in cherished memories from my childhood. I recall the warm embrace of my grandmother, who wore not the extravagant silk sarees, but the everyday tant cotton sarees. The fragrance of the tant saree is forever intertwined with the aroma of her warm hugs. I can still picture her on scorching sunny afternoons, dipping her sarees in cold water and hanging them in the balcony. Miraculously, the hot air would transform into cool, gentle breezes, lulling me into the most peaceful afternoon naps.

One of the most enduring memories is of my grandparents crafting my very first swing from my Didu's old tant saree. It was a simple yet heartfelt gesture that left an indelible mark on my heart. These memories, filled with love, warmth, and simplicity, are the driving force behind RURIethnic. They have inspired me to embark on this venture, to share the beauty of handloom sarees, and to keep the legacy of my grandmother alive in each piece we offer.

In a world where machines churn out products faster and cheaper, the charm of handloom is slowly depleting. However, we firmly believe that while machines may make things more accessible, they can never replicate the grace, character, love and history woven into every handloom saree. The imperfections and subtleties of handloom sarees are what make them truly exceptional.

At RURIethnic, our mission is to be the guardians of this tradition, to ensure that the art of handloom continues to thrive. We invite you to join us on this journey, to explore our collection, and to discover the enduring allure of handloom sarees. Together, we can celebrate the heritage, craftsmanship, and sheer beauty that is synonymous with handloom.

Thank you for choosing RURIethnic. Your support helps us preserve a piece of India's cultural heritage, one handloom saree at a time.