The Neeru’s Story
From a humble beginning of supplying raw material to fashion retailers to being reckoned as a fashion
brand that is today synonymous with ethnic fashion, Neeru’s has indeed come a long way. The brand
kindles fashion with its active participation in fashion weeks and close engagement with celebrity
The journey of Harish Kumar – (Chairman – Neeru’s) along with his mother Basant Kaur, the founder
of Neeru’s, began in 1971 with tailoring and embroidery of superior and intricate designs in Hyderabad.
In 1983, Harish started manufacturing and wholesale supplying of fabric to over 1,000 retailers across
Spotting a potential for handloom, he was quick to introduce handloom and other natural fabrics. This
not only came as a fresh boon to the fabric market, which was till then saturated with man-made fibers
and fabric, but this also gave a respite to weavers from south India helping them generate due economic
benefits from their skills of weaving natural fibers.
It would be no exaggeration to say that Harish Kumar – (Chairman – Neeru’s) worked towards making
handloom look fashionable and trendy thus giving it a facelift from its earlier avatar of being considered
a choice for people who could not afford expensive fabric. The turning point came in 1991 when he
realised that there was dearth for a good ethnic wear brand in the country, specially so when ethnic
wear had a strong underlying demand. This is when Neeru’s journey started as a brand.
Today, with 98 EBO and MBO stores (including the one in Dubai) and approx 4.3 lakh Sqft. of Retail
space , Neeru’s is redefining designer ethnic wear in India, making it available to patrons who are
connoisseurs of fine design but generally shy away due to the pricey designer tags. Mr Avnish Kumar –
(M.D) says the brand’s USP states, ‘selling the latest and the best of Indian ethnic wear at a reasonable
price tag’. Also associated with large format retailers like Central, Lifestyle & Projective.
Neeru’s is also going strong on a sub-brand expansion, with the most prominent being Be Desi by
Neeru’s, Yuva by Neeru’s & Little Neeru’s .
Signature Neeru Kumar collection an exclusive collection of tunics, kurtis and bottoms. This is led by the
Neeru kumar – Director . Then there is Neeru’s Menz which is an exclusive collection for men. The other
collections include Little Neeru’s which is dedicated to children up to 14 years of age and Yuva which
includes fashion jewellery, clutches, bags and footwear. Neeru Kumar forayed into the word of prêt line
collection with the launch of the Signature Neeru Kumar Collection.
• Half Sarees
• Mix n Match
• Kurta Pyjamas
• Indo western
Store Unit No: 2 floor – S11