When Yashica Tiwari’s skincare business shut down during the COVID-19 pandemic, it felt like the end of a chapter. But sometimes, new beginnings are written in the most unexpected moments. What began as a spontaneous experiment in 2023 quickly evolved into The Raksha Store, a brand now making waves in India’s saree industry—especially for its fresh take on the traditional Kota Doria fabric.
Based in Kota, Rajasthan—the birthplace of the famed Kota Doria—The Raksha Store is not just another saree brand. Yashica’s deep-rooted love for the fabric inspired her to break away from the conventional and repetitive designs that had flooded the market for decades. “There was no plan,” she recalls. “But I knew I wanted to do something different. That’s when we started experimenting.”
Today, The Raksha Store is credited with launching over 500 unique saree designs, many of which reinterpret Kota Doria in vibrant, youth-friendly ways. From hand-painted florals to bold applique work, from Kalamkari block prints to earthy Dabu styles, Yashica and her team are redefining what a Kota Doria saree can be. Their repertoire also includes exclusive creations in Maheshwari silk and linen, but Kota Doria remains the beating heart of the brand.
What sets these sarees apart? According to Yashica, it’s all about comfort. “They’re extremely lightweight and breathable—perfect for India’s climate. But we also make sure they’re stylish enough to appeal to younger women.”
And it’s working. The Raksha Store’s sarees are now available on major ecommerce platforms like Nykaa, Amazon, Mirraw, and Ajio, where they continue to receive enthusiastic reviews for their wearability and design.
In a bid to further promote this traditional fabric, Yashica organized a patent Saree Run in Kota last year, inviting women of all ages to celebrate comfort and confidence in six yards. The event turned heads and captured hearts, showing that a saree isn’t just a heritage garment—it’s a modern statement.
With a target audience of women aged 21 to 55, The Raksha Store is not just selling sarees; it’s nurturing a movement—to revive, reinvent, and celebrate the elegance of Indian textiles with contemporary flair.
To explore their collection, visit www.therakshastore.com
About Author
