LIFE JOURNEY OF RITU KUMAR

Early Life

Born on the 11th of November 1944 in Amritsar, Ritu came from

a middle class family of ideals and values. But unlike the rest of

the family from those days, her family had more open minded

views.

Unlike most of the parents of the 60s era, parents and

grandparents being highly educated, believed that educating their

daughter was of utmost importance.

The choice of her career was also left upon her wishes. She was
given complete freedom

Beginning of his&career
independence, to pursue whatever she felt was best for her.

She completed her graduation from Lady Irwin College in 1964, and went on to

pursue her higher education in Theatre and History of Art from Briarcliff College, New

York, USA in 1966.

Soon after that, she decided to return to India, to realise that how little she knew about

Indian art and heritage. Hence to gain more understanding and knowledge of the same,

she enrolled herself in Ashutosh Museum of Indian Art to study museology, after

which she also got married in Kolkata (then Calcutta).

While she was in the beginning phases of her career, she discovered different types of

dying embroideries and prints. This was a world she had never seen before.
LIFE JOURNEY OF RITU KUMAR

UNIT – 1

1.Meaning of leadership and Ritu Kumar as a leader

As we know a leader is the one that influences people, the one who
takes initiative and the one who craves changes for good.

We can clearly see those qualities in Ritu kumar

Ritu Kumar is one of the foremost designers in the Indian fashion

industry credited with boutique brands such as ‘Ritu Kumar’ and
‘Ri’ along with ‘Label Ritu Kumar’ which runs under the
leadership of her son. Recipient of the Padma Shri Award in 2013,
Ritu Kumar as a brand appeals to many patrons who are avidly
interested in ancient arts and crafts molded into contemporary
fashion items. Ritu Kumar’s list of patrons includes the who’s who
of India. Her product offerings include couture as well as formal
prêt accessories. Several international celebrities have also worn
and praised her work. She has started a series of video campaigns
called Beautiful Hands, based out of Kolkata, which garners
support for indigenous craftsmen and their crafts.

2.Era to which Ritu kumar belongs to

She belongs to the leadership era 1, as Ritu Kumar was one of the

first female Indian designers credited with bringing boutiques to

India along with being the face of traditional Indian textile craft

forms complemented by the typical Indian color palette. She

started her fashion business alone by using two small tables and

hand block techniques. Her creative idea, stable nature and

simplicity made it easy for ritu kumar to understand the big picture
 LIFE JOURNEY OF RITU KUMAR

3. Ritu Kumar having a reflection of new or old paradigm

Technically she falls under the old paradigm leader.

As we know Ritu Kumar was one of the first female Indian designers credited with
bringing

boutiques to India along with being the face of traditional Indian textile craft forms

complemented by the typical Indian color palette.

As ritu kumar is hero who created a fashion level for wedding, ethnic ware and western

ware and being a biggest competitor for the other fashion business.

She achieved the Padma Shri award for her creativity in fashion, she has also received the

Achievement Award in 2012 at L’oreal Paris Femina Women’s Awards and the Indira

Gandhi Priyadarshini award for her role in the development of the fashion industry.

4. Ritu Kumar differentiate herself as leader from manager

We can see she was definitely a budding leader from a very early age and when she

started using her talents to find something more creative and unique from google

employee to first Woman Board member of Facebook & a COO.

She really displayed her qualities. She definitely wasn’t out there just to manage people

she was out there to lead them. That’s what makes her different from a manager.
 LIFE JOURNEY OF RITU KUMAR

UNIT – 2

1.Personal characteristics of Ritu Kumar

Communication skills: Ritu kumar makes both her instructions and expectations
clear to everyone involved in making their vision a reality. She has developed a unique
style of its own, reflecting the ancient traditions of Indian craftsmanship in a
contemporary vocabulary. Ritu Kumar understanding of ancient designs and the
innovative use of traditional crafts has created a new classicism.

Artistic ability: In order to effectively convey her ideas, she was able to accomplish
her dream through sketch. Today her company is renowned and known for its
distinctive use of colours, quality of fabrics, intricate embroideries and a gloriously
rich Indian aesthetic. Since the company was built on patronage of craftspeople, it has
made a significant impact in creating employment in underdeveloped areas. Over the
years it has patronized several organizations working in these areas and helped in
developing skills and taking them to the market.

Drive: Ritu Kumar always wanted to establish forte of traditional Indian aesthetic to
create fashion oriented international products. She has pioneered the term ‘fashion' in
the Indian context and more importantly has demonstrated that hand-made products
can be as profitable and even more glamorous than those made by machine. The
company sources the finest fabrics and craftsmanship from across the country thereby
reviving great textile skills and providing employment to hundreds of artisans.

2.Behavioral Approach of Ritu Kumar

An important aspect of the future of fashion design is eco-fashion. Firstly ritu kumar
aim was to understand how personal attitude affects fashion designers in pursuing
eco-fashion design in their work. Secondly, the her behavior toward eco-fashion
design. Ritu Kumar as a brand has been admired and worn all over the world. Its
Aishwarya Rai,include
patrons Priyanka Chopra,
Indian starsLara
suchDutta,
as Dia Mirza to name a few and international
 LIFE JOURNEY OF RITU KUMAR

celebrities such as the late Princess Diana, Mischa Barton,

Anoushka Shankar. Since 1994, Ritu Kumar has also designed the
wardrobes for the Miss India contestants for their participation in
international beauty pageants such as Miss Universe, Miss World
and Miss Asia Pacific. An impressive number of winners have
emerged from amongst these contestants putting India on the
beauty map.

3. Leadership behavior in path – Goal model

Ritu Kumar became the first woman to introduce the 'boutique'

culture in India under the brand name 'Ritu'. Her work is constantly
evolving within an aesthetic which is sophisticated both in the
eastern and western sense, with each of her collections making a
contemporary statement in a fast-changing modern India. The
designer brand Ritu Kumar has been retailing in Europe and India
since the 1970s. The products include couture, formal prêt
accessories and a fashion-forward sub-brand called LABEL, Ritu
Kumar. Ritu pioneering work in reviving master craftsmanship has
earned her several accolades including the French Honor "Chevalier
des arts et des letters", a knighthood was awarded to her by the
French government in recognition of her contribution to Indian
textile crafts and her interaction with the French fashion world. So
her behaviour can be termed as Achievement-Oriented
Leadership.

4. Leadership traits of Ritu Kumar

Courage: Ritu kumar has a lot of courage. Ritu who began her
career in 1969, started with just four hand block printers and two
tables in a small village near Calcutta. Today her brand has grown
vocabulary.
to retail through ninety three stores across the country. She has
pioneered the term ‘fashion' in the Indian context and more
importantly has demonstrated that hand-made products can be as
 LIFE JOURNEY OF RITU KUMAR

5. How strengths of Ritu Kumar matched with his

leadership roles

“Our strength lies in being Indian” was told by Ritu Kumar.

Ritu belived that internationally we are not near the size of fashion
houses abroad, but our strength is in India and its culture.

Introduction of the men’s fashion week is a good move in getting

bigger. comfort and functionality, two aspects of fashion
previously confined to homes, have now become more acceptable
at work and in public.

Dressing down stylishly is central to our work from home

philosophy. The time seems right to launch Label Basics, which
bridges the gap between work and leisure.

Increasingly, we are seeing work from home, athleisure and an

UNIT
overall requirement for – 3 relaxed high quality clothing. The
more
new label reflects this change.
1. Ritu Kumar a transformational leader

Transformational leadership is defined basically as a process where leaders and followers

engage in a mutual process of 'raising one another to higher orality and motivation. Vijay’s
journey.

Ritu who began her career in 1969, started with just four hand block printers and two tables
in a small village near Calcutta. Today her brand has grown to retail through ninety three
stores across the country. She has pioneered the term ‘fashion' in the Indian context and
more importantly has demonstrated that hand-made products can be as profitable and even
more glamorous than those made by machine. The company sources the finest fabrics and
 LIFE JOURNEY OF RITU KUMAR

craftsmanship from across the country thereby reviving great textile

skills and providing employment to hundreds of artisans.

In 2002, the company launched a sub-brand LABEL – Ritu Kumar.

LABEL uses the established forte of traditional Indian aesthetic to
create fashion oriented international products. The brand's charter
involves pushing boundaries and forging alliances with design
talent across the world to create a unique, sophisticated product.
This is aimed at the young, global Indian woman with a
contemporary lifestyle. LABEL retails from most Ritu Kumar
stores as well as some standalone stores.

2.Kind of culture promoted by in the organisation

She followed the adaptability culture in the organisation where

employees were valued and customer centric. They valued them
and adapted according to needs and changes.

Since the company was built on patronage of craftspeople, it has

made a significant impact in creating employment in
underdeveloped areas. Over the years it has patronized several
organizations working in these areas and helped in developing
skills and taking them to the market.

Providing direction, protection, orientation for her team. Encourage

the team to focus on the critical paths. Believes in inclusive and
participative growth of his team and guides them in tough
situations.

She prefer open communication, and new ideas.

3.Ethical values in the organisation of Ritu Kumar

which was coined rather recently, is thought to be the opposite fast fashion. Most consumers
Ritu kumar described ethical fashion design, production, retail, and
purchasing. It covers a range of issues such as working conditions,
exploitation, fair trade, sustainable production, the environment,
 LIFE JOURNEY OF RITU KUMAR

interpret ethical fashion as a term created in response to an industry

that’s notorious for underpaying employees—and in unsafe
factories and working conditions, no less. Ethical fashion seeks to
answer questions like “Who made this garment?” and “Is that
person earning a fair living wage?” But it’s also much more than
that.

4.Ritu Kumar as a mentor

She was the first woman to bring the boutique culture to India,
under the name ‘Ritu’. Even though ethnic attires were her
specialty, Ritu Kumar’s designs changed with the changing fashion
scenario. Kumar is known to be a revivalist in the fashion scenario,
bridging the gap between conservative and conventional styles.

Starting on a small scale, Ritu Kumar has diversified her works of

art globally and has been the mentor of fashion in India. She excels
in contemporary and classic styles, but has also evolved an Indo-
Western fusion to attract European buyers. Some of her global
achievements include the wardrobes of international beauty
pageants like Miss India, Miss Universe, Miss World and Miss Asia
Pacific.

5.Ritu Kumar mentoring others

Starting on a small scale, Ritu Kumar has diversified her works of

art globally and has been the mentor of fashion in India. She excels
in contemporary and classic styles, but has also evolved an Indo-
Western fusion to attract European buyers. Some of her global
achievements include the wardrobes of international beauty
pageants like Miss India, Miss Universe, Miss World and Miss Asia
India are influencing fashion, making the craft sectors inclusive in their work,” says Kumar
Pacific.

Ritu Kumar has frequently won the award for the Most Outstanding
Evening Gown in international pageants. She was honoured with a
 LIFE JOURNEY OF RITU KUMAR

“This is a first for women in this field and it will benefit the Indian
textile in a big way,” she goes on to say, adding, “My
congratulations to BW Businessworld for acknowledging influential
women leaders of today.”

UNIT – 4

1.How Ritu Kumar ensured vision, mission, values of the

organisation gets communicated to all the employees
effectively.

Ambitions in life: To be able to continue the research and

revival work that has been started in the craft areas.

Challenges in the fields: To be constantly innovative and

understand the needs of a new generation without losing the
inherent thread of one's work or one's handwriting.

High point in career: The completion of my book The

Costumes and Textiles of Royal India and the tableau The
Tree Of Life, both of which reflected the textile richness of
this country.

2.Any barriers to organisation communication under Ritu

Kumar leadership

She began her work with four hand-block printers and two tables in
a village outside Kolkata. Without a plan or road map, she kept
soldiering on at her work. Slowly, the retail side grew, and so did
production. Kumar left her art studies and became far more
involved in the craft. “From craft, we shifted to saris, then ready-
home when it comes to her business. Kumar’s husband was from a business family in
made garments and then, after a point, we entered the fashion world
as well,” she recounts. Her brand’s maiden boutique was opened in
1966 in Delhi’s Defence Colony. It was also Delhi’s first-ever
boutique. In 1968, a second boutique was opened in Kolkata.
 LIFE JOURNEY OF RITU KUMAR

Kolkata that dealt in auto spare parts. Not too keen to join the
family business, he, too, got interested in textiles and started
working with her. “That is how we started an export company. This
helped establish us as professionals in a field littered with mom-
and-pop operations till then,” says Kumar. “We started out with Rs.
5,000. PR and marketing activities were by word of mouth. We are
talking about the ’60s, after all,” she adds. When the company did
its first Rs. 50 crore of business or when the brand opened 10 or 20
stores, those were definite milestones, but Kumar downplays them
and says she sees milestones on the design side. Wisely, she left
the nitty-gritty of running the business to her husband first, and to
her sons later. Yet, she insists she has commercial acumen. “I had a
sense of what will sell. I was not just making a painting. If there is
REFERENCES an embroidery pattern that suits the younger generation —I would
put that on a T-shirt.”
https://www.ritukumar.com/intl/home

https://in.linkedin.com/company/ritu-kumar

https://en.wikipedia.org/wiki/Ritu_ Kumar

https://www.owler.com/company/ritukumar