Mother daughter duo Urmila and Sagarika Ghatge have launched new brand ‘Akutee’ as traditional inspired womenswear label. Akutee launched its first ever collection on its new direct to customer e-commerce store and held a launch party at the Four Seasons Hotel in Mumbai. 

The brand describes itself as, “a minimalistic clothing label to summarise the true beauty and elegance of a bygone era,” on its new Facebook page. Akutee’s new e-commerce store is now live and features its maiden collection of sarees, kurtas, and fusion style sets priced from Rs 8,500 to Rs 61,000. 
 
Akutee’s launch party in Mumbai took place in the ‘Modernist’ members club within the Four Seasons Hotel and featured a preview of the brand’s first collection alongside traditional hand-painting accoutrements. The event’s guest list included actors including Huma Qureshi, Rhea Chakraborty, and Prachi Desai as well as cricketers Zaheer Khan, Yuvraj Singh, Ashish Nehra, Rohan Gavaskar, and Ajit Agarkar, Indian Retailer Bureau reported. 

Akutee is designed to celebrate the history of the Ghatge family and the style of its women while contributing to the broader preservation of India’s textile heritage. The brand will specialise in hand-painted garments and its maiden designs feature flowers and leaves with delicate and expressive brushstrokes.