As a woman born and brought up in the heartland of India, I have always been amused with its forever balancing act between the old and the new; the heritage and the contemporary. This feeling of inclusivity and acceptance is what inspired me to build this brand, Oitijhyo-The Tradition, in Feb 2018. After settling in the United States in my early 20’s, it was the aftertaste of Indian nostalgia that made me decide to bring a slice of India to the States. Oitijhyo-The Tradition is a fresh design house that centers on creating a range of attire with a blend of tradition and contemporaneity. We are aimed at not selling our products to the masses but rather at writing an intricate story depicting Indian elegance through styling people across the spectrum. Oitijhyo-The Tradition’s crafted inspirations pay attention to details and the designs add elegance, boldness and grace, while gracing the wonders of the plethora of Indian weaves and an array of Indian cultural nuances. The everyday stories that are woven across the narrow lanes of India is what inspires us to keep up the tradition of being exuberant about our creations.
We believe in giving back to the community which has showered us with so much love and appreciation. As we step forward, we continue to be led by the goal of the greater good and maximum positive impact across a wider spectrum of areas. That is why a portion of what we earn goes back to the community through our varied social service programmes.
We find success in the gleaming smiles of our customers. And when we see them flaunting the legacy of India through our styling endeavours, our work finds its plentitude.