Bhitoi - भिटोई
Bhitoi – भिटोई in its literal sense is ‘to meet’. In the first month of Chaitra (the first month of Hindu calendar) as sun dips below horizon, casting hues of pink and orange across the sky; the married women of Uttarakhand await the arrival of their parents to give Bhitoi at their marital home.
In the heart of Uttarakhand, Bhitoi festival weaves together the essence of tradition and the spirit of womanhood. For women, it’s a celebration of their heritage , a time to reconnect with their roots, an emotion that the founder found mirrored in her mother’s eyes as well, and her longing for Bhitoi each year from her parental home. Despite the longing, it is reflection of a sense of belief that with each passing year, the bonds of love and family will grow stronger.
Inception
It was a gentle embrace of nostalgia, the simplicity of those days in Uttarakhand, when time seemed to stretch infinitely and every sunrise brought with it a promise of adventure. When life unfolded at the pace of the seasons and each moment was savored like the first sip of chai on a chilly morning.
The rituals and festivities steeped in centuries old traditions infused every moment with a sense of belonging in all families of Uttarakhand. And, among all that, what caught a little girl’s attention was the vividness of nature and celebration of cultural traditions. The rhythmic sway of the jhora dance in vibrant attire mimicking nature’s grace, each step a delicate interplay of colors and textures.
But, lost amid the bustling streets of today’s world, the yearning for those mist-shrouded peaks and the melodic strains of folk songs grew ever stronger within. As life unfolded, a step was taken by the founder in fashion capital of the world – Milan; towards fulfilling a lifelong dream to intertwine nostalgia for homeland into the brand “Bhitoi”.
The rituals and festivities steeped in centuries old traditions infused every moment with a sense of belonging in
all families of Uttarakhand. And, among all that, what caught a little girl’s attention was the vividness of nature
and celebration of cultural traditions. The rhythmic sway of the jhora dance in vibrant attire mimicking nature’s
grace, each step a delicate interplay of colors and textures.
But, lost amid the bustling streets of today’s world, the yearning for those mist-shrouded peaks and the melodic
strains of folk songs grew ever stronger within. As life unfolded, a step was taken by the founder in fashion
capital of the world – Milan; towards fulfilling a lifelong dream to intertwine nostalgia for homeland into the
brand “Bhitoi”.
Dreamscape
The brand aims to amplify its narrative, positioning itself as a symbol of ecological respect and cultural appreciation, thus making a memorable impact on global stage.
Bhitoi, presents a vision deeply entwined with the region’s essence. The emphasis is centered on use of sustainable textiles and embroidery reminiscent of local crafts of this himalayan region.The designs feature earthy tones, reflecting the muted palette of the mountains and forests, while vivid accents pay homage to the vibrant colors of traditional attire and festival. . The silhouettes blend contemporary elegance with traditional forms, which evoke grace of mountain life and the strength of cultural heritage. Bhitoi emerges as a beacon of tradition
and modernity, seamlessly weaving the rich cultural heritage of the region into contemporary designs.
The brand strives to uplift communities that have been the custodians of Uttarakhand’s traditions for generation.
It also aims to make a positive impact on lives of women of Uttarakhand by providing meaningful employment
opportunities.