STITCHCULT is an artistic, home-grown women's wear brand based in the city of Bhopal, Madhya Pradesh which is proudly the heart of incredible India. It is born with the idea to revive and restore the ancient craft practices done by the tribal people and artisans who have inherited these crafts as patronage from their ancestors. It is a brainchild of Ashita Sood, a NIFT Gandhinagar alumna who is born into a family of artists and holds a strong cultural background. She draws her creative lineage from her mother being a proficient light classical Vocalist, her aunts being classical dancers, theatre artists and her grandfather who was a drama director and writer. An amalgamation of creative genetics in her, define her love for Indian art forms.