India, Dec. 26 -- SMPL

Pune (Maharashtra) [India], December 26: In a time when fast fashion dictates wardrobes and convenience often overrides craft, RURIethnic is quietly re-establishing the saree as a part of everyday life, not as a costume, not as an occasional indulgence, but as a lived, graceful garment.

Founded in Pune, RURIethnic is a handloom first focused saree brand that works directly with weaving clusters across India to curate authentic, wearable sarees for women who value fabric, comfort, and elegance. With both an offline store in Aundh and a growing online presence through www.ruriethnic.com, the brand is building a community of saree lovers who see the drape not as tradition frozen in time, but as something fluid, relev...