Ajara

Ajara is a unit of Adikansha India Pvt. Ltd. The company was formed by a mother-daughter duo as a consultation firm in 2017. On 28th January’18, the company launched Ajara as a new venture. Aditi Kumar (Managing Director) is a Business consultant and a designer by passion. Seema Gupta (Director), is a Jewellery designer and an inspiration behind the formation of Ajara. Aditi makes sure the culture that Lucknow represents is showcased in her brand’s essence and grandeur. She makes sure to add a personal twist to her creations. In addition to its clothing range, Ajara also offers jewellery, fragrances, and accessories. The brand “Ajara” started out as women’s wear specializing in zardozi work. “Zardozi” is very popular in cities like Lucknow, Farrukhabad, Chennai, and Bhopal. It is a type of metal embroidery made out of gold and silver threads along with studded pearls and precious stones. Lucknow, the city of Nawabs, is surrounded by art, culture, music, food, and heritage, and is a symbol of the ‘Ganga-Jamuni tehzeeb’. ‘Ganga-Jamuni tehzeeb,’is part of the syncretic Hindu-Muslim culture and is reflected in the many crafts and weaves— in their form, symbolism, aesthetics and spiritual connotations. Aditi is fascinated by the delicate and intricate designs offered by local artisans. Aditi aims to represent the nuanced Nawabi craftsmanship of Lucknow on the global stage. After creating waves with Ajara Lady ethnic fashion wear, it is time to pamper the men-folk a la Ajara Men. Men who love ethnic fashion but don’t want to support the conventional fashion industry now have an ethical and chic alternative: Ajara Man by Ajara India.
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