On The Elephant Trail!

IT'S BEEN A DECADE SINCE THE BRAND ROUKA SET SAIL. FROM SUSTAINABLE FASHION TO CRAFTING NATURE INSPIRED NARRATIVES TO BEING THE EPITOME OF 'KERALA MODERN', ROUKA HAS BEEN ROOTED IN ITS PHILOSOPHIES. IT WAS ONE OF THE FIRST BRANDS FROM KERALA TO SHOWCASE AT THE LAKME FASHION WEEK HAVING BEEN CHOSEN THROUGH 'GEN NEXT' AMONG YOUNG AND PROMISING DESIGNER BRANDS. THE BRAND HAS BEEN EMBRACED BY STARS LIKE VIDYA BALAN, RIMA KALLINGAL, PARVATHY THIRUVOTH, TILLOTAMA SHOME AND NOW BY GUNEET MONGA, THE EXECUTIVE PRODUCER OF THE 2023 ACADEMY AWARD WINNING DOCUMENTARY SHORT FILM, 'THE ELEPHANT WHISPERERS'. SHE WAS SPOTTED AT THE OSCAR LUNCHEON SPORTING THE QUINTESSENTIAL IVORY COTTON ROUKA SAREE THAT HAD THE SYMBOLIC ELEPHANT MOTIF APPLIQUÉ IN GOLD AND BLACK TONES. SREEJITH JEEVAN, THE FOUNDER AND MASTER DESIGNER BEHIND THE BRAND TALKS OF HIS PERSONAL JOURNEY AS A DESIGNER AND EVOLUTION OF 'ROUKA'.

- RIYA SONNY DATSON

How did it feel to see Guneet Monga wear the Rouka saree to the Oscar Luncheon 2023?

It came as a pleasant surprise! We knew there was a month long promotion planned and that Guneet would be wearing our product to one of the events but to see her sporting the saree for the Oscar luncheon was heartening. The fact that she won the Academy award makes it even more special as we know how hard she has worked to get to the top. It is great to have someone like her wear Rouka as she symbolises modern day women who are intellectual, independent and empowered everything the brand stands for.

What was it like designing for Guneet Monga?

Guneet's stylist Manisha Melwani was very clear that she wanted to use our elephant motif saree in its true form so we made sure it is hand woven cotton from Kerala. It had to be symbolic and rooted in Indian tradition. Since we do nature inspired narratives, we already had a saree from our collection that fit the bill but we just needed to tweak it a bit and design the blouse to glam it up for the Oscars. The product was designed and shipped out in just three days.

Rouka is turning ten this year. What do you think has been your biggest learning?