Founder Story

Hitarth Joshi - Founder, AARTH

Growing up Gujarat means growing up surrounded by craft — in the fabrics your family wears, the patterns on the walls, the stories told through colour. For Hitarth, that upbringing was not background. It became a blueprint.

AARTH started with one question: why do the richest visual cultures in the world so rarely make it onto clothes that young people actually want to wear? The answer was not that the culture lacked relevance. It was that no one had translated it honestly — without making it a caricature, a festival costume, or a heritage brand that forgot to be contemporary.

AARTH is that translation. Premium, intentional, and deeply Gujarati at its core.