Born and brought up in a Punjabi family with a military background from Chandigarh, Niti Bothra has lived across the length and breadth of India.

Professionally pursued a career that thereafter took her across the globe before marrying into a Marwari family with strong roots in Bikaner, Rajasthan.

Indian heritage & culture is imbibed in her being. Giving expression to her culturally rich experience, Niti Bothra launched her brand Label Niti Bothra in 2015, a confluence of contemporary styling and Indian craftsmanship.

The Label is known for its use of luxurious natural fabrics, handpicked embroideries, signature prints and traditional silhouettes with a hint of modernity. The aim is to make wearing Indian, trendy.

While she has been making bespoke Indian ethnic designer wear for men over the past few years, by launching Raw & Rustic she has taken a small step forward to present a ready to wear collection for men, a fusion of Indian ethnic and contemporary western wear.

Minimalistic detailing, pure fabrics, timeless cuts and simplicity with a voguish twist is at the core of every handcrafted product.