EKKE, a newly launched fashion and lifestyle platform, enters the crowded world of online retail with a different way of putting things together. Launched in March 2026 by Asmita Sood and Siddh Mehta, EKKE brings together about 100 independent Indian designers across fashion, jewellery, home and lifestyle. Pitted against offering around volume, EKKE approaches and clubs its labels by their ideas, processes and ways of making. Its starting point is the belief that Indian design could use spaces that offer more context around what is being made. It is still early days for the platform, but its larger idea is already taking shape.
Here's what founders Asmita and Siddh have to say about their new curated space.
How did the idea for EKKE first come about?
EKKE came from a simple observation: India has an extraordinary generation of independent brands and designers, but there wasn’t a space that presented them with the context and curation they deserve. Having spent years building retail businesses, we understood how commerce works. But we wanted to build a platform that kept culture at the centre, where discovery felt intentional, where every brand had a reason to exist, and where customers could engage with design beyond the transaction.
EKKE officially launched in March 2026, but in many ways, it had been a couple of years in the making. Building the right ecosystem, finding the right designers and brand partners, and defining our perspective were just as important as building the technology.
You describe EKKE as more than a retail platform. What did you want it to become from the very beginning?
From day one, we never wanted EKKE to be defined by inventory or transactions. We wanted it to become a cultural platform for contemporary Indian design. Our ambition is to create an ecosystem where independent brands, artists, makers and consumers can engage through shared values rather than simply shared categories. Retail is only one expression of that vision. Over time, we see EKKE extending into physical spaces, editorial, exhibitions, installations, collaborations and conversations that celebrate creativity in all its forms. At EKKE, we believe that commerce sustains the platform, but culture gives it meaning.
How do you decide which designers belong on EKKE? What are you looking for beyond good design?
Good design is only the starting point. We’re interested in a brand or designer’s story and perspective. Does the brand have a point of view? Is there honesty behind the work? Is it building something with intention rather than simply following trends? We also look for consistency, craftsmanship, originality and a willingness to evolve. Some brands are visually striking but lack depth, while others have incredible stories around their processes and techniques. Ultimately, every brand should contribute to the collective narrative of EKKE. We want diversity in aesthetics, but consistency in design, values and perspective.
EKKE describes itself as rooted in India but shaped by a global perspective. What does that balance look like in practice?
Being rooted in India doesn’t mean looking inward, and having a global perspective doesn’t mean imitating the West. India has an incredibly rich design language, but today’s designers and consumers are both influenced by travel, architecture, music, technology and culture from across the world. We embrace that reality.
Our goal is to present new-age Indian design story with international standards of curation and storytelling, while offering a seamless customer experience. We’re building something that feels unmistakably Indian in spirit, yet globally relevant.
What do you think defines contemporary Indian design today?
Contemporary Indian design is becoming confident and relevant. Earlier, many brands looked outward for validation. Today, we’re seeing brands and designers interpret Indian craft, textiles, materials and narratives through a much more personal lens, rather than simply reproducing tradition.
There’s also a willingness to experiment to blend heritage with minimalism, technology with handcraft, traditional techniques with modern silhouettes, and local references with global aesthetics. What excites us most is that Indian design is no longer trying to fit into an international conversation. It is beginning to contribute to and potentially shape the conversation itself.
EKKE often talks about slowing down. What does that idea mean to you in everyday practice?
For us, slowing down isn’t about doing less-it’s about being more intentional. In a world driven by endless consumption and constant novelty, we believe people are looking for fewer, better choices. That’s why we focus on thoughtful curation rather than endless assortment. It also influences how we choose and build relationships with our brand partners. We understand their journeys, techniques and processes to ensure that they’re represented in the right way on the platform. Essentially, slowing down at EKKE means giving products, stories, designs and people the attention they deserve.
What has been the biggest challenge in bringing together designers under one digital-first platform?
Every brand has its own identity, creative process and pace. The challenge isn’t bringing them onto one website it’s creating a cohesive experience where individuality isn’t lost. At the same time, EKKE is highly curated, which means making choices. Not every brand belongs on the platform, and not every piece belongs in the assortment.
Finding the right balance building a cohesive experience while creating a strong collective point of view is probably one of the most interesting parts of building EKKE. The other challenge is changing customer expectations. Many people are accustomed to marketplaces driven by price and discounts. We’re building a destination driven by discovery, curation and long-term relationships, and that takes time.
What’s next?
We’re still at the beginning. Our immediate focus is strengthening EKKE as the most thoughtfully curated destination for independent Indian brands getting the curation right, deepening relationships with brand partners, and continuing to refine the customer experience. The next step is to go beyond digital. We want EKKE to have a physical presence and become a space where retail, design, art, conversations and culture can coexist. Ultimately, our long-term ambition is simple: we want to take the Indian contemporary design story to the world.
Words Nidhi Soni
Images Courtesy EKKE
Date 12.8.2026
Founders: Asmita Sood and Siddh Mehta.