Aprajita Toor’s future plans include expanding her brand internationally and launching new collections that marry classic and contemporary designs.
Aprfajita Toor’s journey from advertising to creating bespoke shoes highlights a passion for customization and quality.
Aprajita has revolutionized the footwear industry by seamlessly blending traditional Indian craftsmanship with modern aesthetics. Her journey from advertising to creating bespoke shoes highlights a passion for customization and quality. Endorsed by celebrities like Radhika Merchant, her brand has gained significant visibility and popularity. With a vision rooted in cultural heritage and continuous innovation, Aprajita’s future plans include expanding her brand internationally and launching new collections that marry classic and contemporary designs.
How do you incorporate traditional Indian craftsmanship into your work, and how do you blend it with modern aesthetics?
At the core of our brand, we deeply value traditional Indian craftsmanship. We base our work on India’s rich heritage of versatile and time-honored techniques. Our footwear, inspired by designs that are over a century old, is made with minimal use of machines to ensure the art remains intact. Each pair is handmade, requiring hours of meticulous effort, though we do incorporate a certain amount of machine work to enhance precision and durability.
Our approach to design is to seamlessly blend these traditional techniques with modern aesthetics. By doing so, we create unique pieces that honor our cultural heritage while appealing to contemporary tastes. This blend allows our footwear to stand out, offering both beauty and practicality.
Can you share your story and how you began this journey?
My journey began in the advertising world, working at Mudra in Parel. Personally, I faced challenges in finding footwear that fit me, as I wear a size 43. During my frequent visits to footwear stores, where the largest size available was typically a 39, I realized there was a significant gap in the market for customized footwear.
This need for change sparked my passion for creating custom-made shoes. We gradually evolved as a brand that prioritizes the right fit, making us pioneers in the field of customization. Our focus has always been on offering personalized solutions, which has helped us grow and reach a wider audience.
How has the opportunity of dressing celebrities like Radhika Merchant impacted your brand’s visibility and popularity?
Dressing celebrities has significantly boosted our brand’s visibility and popularity. About five years ago, we had the opportunity to dress Radhika Merchant, who is considered a style icon. This was during one of the biggest events of the century, and her association with us, an Indian luxury brand, was a significant milestone.
The process of working with high-profile clients like Radhika involved understanding her style and preferences to create a design that reflected her persona. The culmination of traditional art forms, such as zardozi embroidery, into our footwear added a touch of luxury and sophistication.
The support from celebrities has been instrumental in our growth. It has allowed us to reach a broader audience and establish ourselves as a brand that caters to both yesteryears and Gen Z. Their endorsement has been a testament to our commitment to quality and customization.
What is your vision for your brand, and what are your future plans?
Our vision is to remain true to our roots while continuously innovating. We focus on the amalgamation of different art forms, ensuring each piece we create is unique and timeless. Unlike inventory-based models, we customize each order to meet individual needs, which sets us apart in the market.
Looking ahead, there is always scope for improvement. We plan to launch more stores and expand our international presence. Our upcoming collections will continue to feature classic designs with a modern touch, reflecting a blend of culture and contemporary art.
We are committed to creating pieces that embody the absolute opposites of aesthetics, balancing tradition with modernity. Our goal is to celebrate and preserve the rich heritage of Indian craftsmanship while appealing to global fashion sensibilities.
