Meet the Founder

Hi! Welcome to Rooh. I am Smriti, and Rooh is my small family run business, based in London but rooted in India. I was born and raised in New Delhi, and my childhood was filled with the sights, sounds and smells of India. Wherever I have lived since, I have always tried to keep the spirit of India alive in my life, be it through the handicrafts that decorate my home, the joy with which I celebrate Indian festivals, or the bedtime stories I read to my boys.

Rooh, which incidentally means soul in Hindi, is my attempt at keeping this spirit of India alive, by celebrating and sharing with you a part of my heritage. 

Inspired by my entrepreneur parents, and having grown up surrounded by the beauty of block print, I founded Rooh in 2022, with a desire to bring a part of my home to you. My collection features a wide range of prints, from traditional paisley to contemporary geometric designs, inspired by the rich heritage of India. Bright and beautiful colours is what we do! When you think of India, you think of the vibrance of its culture, people and sights, and that is exactly what you will find at Rooh.

Each piece in our collection is handcrafted by artisans who have years of experience and expertise, many times passed down from generation to generation, leading to an ethically and sustainably made collection, which is designed to help you infuse your space with warmth, personality, and the rich heritage of India’s artistry.



I work with small family run businesses in India to produce everything you can find on our website. All our products start with a sketch, and can take up to 3 months to make. I work alongside my production partners, one every stage of the production process, from design to final sampling. I also visit India regularly (helps that I get to see my family!), which allows me to visit my production partners and their factories, where I get to meet and chat with all the karigars who work on products for Rooh. A shared cup of tea, a shared moment of laughter, and many memories created. 



My collection is a homage to what I grew up with, and reflects what I would love to have in my own home and wardrobe. Thank you for choosing Rooh, where I hope you find something you love! Follow us on Instagram and Facebook  to stay connected.  

Warm regards,
Smriti x