Drawing inspiration from the traditional opulence and gentle evocations of a bygone era, Sheetal Batra’s timeless pieces celebrate the charm of India’s exquisite heritage while seamlessly blending culture and luxury. Anchored in soulful motifs and detailed embroideries, the eponymous label’s handcrafted designs spotlight the country’s eclectic culture through intricate elements.
FL: With over 20 years in the industry, how do you think your journey in fashion has shaped you and your style?
SB: These 20 years have helped me form a creative style that is distinctly mine. I started this profession as a hobby, with people admiring what I wore. What began as a hobby with a very small store in 2002 has now grown into a brand that I believe is nationally and internationally well-known. The journey started in Shimla, the hills. I had always admired my mom and grandmom’s Kashmiri Tilla pieces for their vintage aesthetic value, which modern clothing often lacks. My brand’s aesthetic has always been very traditional, focusing on pure fabrics, hand embroidery, and cuts and silhouettes inspired by conventional Kashmiri clothing.
FL: Can you share the story behind the creation of your brand and what inspired you to become a designer?
SB: It started as a hobby, with people appreciating what I designed and wore personally. In 2002, I opened a very small store on the first floor of my house. It took nearly a year to add one employee and about another year to add three to four more. The only thing that mattered to me was that whoever bought a product from me received value for money and could retain it for years. I never wanted to create anything that was relevant only at the moment; it had to be of exceptional quality and drenched in tradition.
FL: How would you describe your design aesthetic and the signature elements that define Sheetal Batra’s creations?
SB: My design aesthetic is definitely very traditional and very Indian. We don’t work with modern silhouettes; we focus on traditional embroidery styles. Being from the hills, our central signature embroidery is Kashmiri Tilla. The thread we use in all our creations is tested to ensure it lasts a lifetime. The vintage look produced by Kashmiri Tilla embroidery is so unique and new to people today that they want to keep it as an heirloom.
FL: How do you approach designing festive wear that reflects the essence of Indian festivities while staying relevant to contemporary fashion trends?
SB: Our brand has carved out a niche in the festive clothing segment. In India, festivals are vibrant and colourful, and many women want to dress in festive colours, adding a touch of tradition to their celebrations. We also consistently use our signature ivory colour, which is organically dyed and unique to our brand. For those who prefer something less bright or festive, the same embroidery on ivory fabric offers a more understated and classic look. You can dress it up or down and still feel elegant.
FL: How do you envision the future of Sheetal Batra, and what are your goals for the brand?
SB: Like every entrepreneur, when you start your brand, you have certain dreams and visions. Everything I dreamt and anticipated for my brand has come true. As for my vision, I am committed to making Sheetal Batra the number-one Indian brand for festive wear. Our partnership with Pernia’s Pop-Up Shop has been a tremendous advantage. Additionally, we are planning to open another flagship store, so expanding our retail presence is definitely on the horizon.
