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About Us

Launched in 2016, Fitoor is a brain child of duo creative minds Shraddha & Anushree. Fitoor aims at uplifting the local artisans by promoting the world-famous Hand Block Printing Technique at global level. Fitoor is an Urdu word that means "obsession". We at Fitoor are obsessed with two things: art and quality. The art that represents our rich heritage, molded into contemporary designs, where the classic old meets the modern. Our obsession started at Udaipur, Rajasthan, which has a very rich culture of its own & a home to artistic Indian art & culture.

At Fitoor, we promote Indian art & fashion. The art that depicts our Indian culture & fashion that lies in our hearts. 

Our apparel has elements of the ancient techniques like "rekh" or outline carved into wood and printed on clothing (block-printing), the age old "mud resist" art work, the secret to which is a family heirloom passed to generations of a small village of Akola (Dabu). Art printed using these techniques is turned into ethereal patterns on cloth. This cloth is then molded into modern designs.

While curating every collection, we keep in mind the urban & modern lifestyles where time is everything. The fabric chosen is conventional & ideal for keeping up with a long day routine.

We at Fitoor believe in taking care of each and every detail of the garment, assuring quality products & comfort to our esteemed clients. 

Fitoor is a handcrafted luxury in the wearable contemporary design of global India, for urban men and women, who love fashion on the go.  Our aim is to curate wearable contemporary designs of global India, thus bringing those who love fashion & art together.


Our Story