ruchi realised at an early age that she didn’t quite ‘fit’ - in school, she disliked symmetry, and although she loved exploring art, she was labelled messy and crude. She started exploring fashion as a way to discover herself and used to frequently get in trouble for painting glass windows with fashion sketches and using acrylic paints on gowns so they wouldn’t wash away. fashion, one would have thought would be a natural course to follow, but like all things with ruchi, it wasn’t as simple and  straightforward. ruchi ended up doing her masters in international business and Law from ecole nationale des pont et chaussées, paris.

her year in paris made her realise two things: one, she could out-budget anyone and two, her love for fashion never quite went away. in fact, it was growing to be an obsession. in 2007 she moved to toronto to study a detailed master of strategy from schulich school of business, and that’s when life threw another curveball at her - ruchi had to return home to join the family business. she worked for years honing her business acumen, but her first love always kept calling out to her.that's when she decided to take the plunge along with her sister, prachi in 2018 to launch profusion fashions.

there's a lot of blood, sweat and tears that goes into making the collections - ruchi always knew that she wanted to create lines that catered to those that, like her, didn’t quite ‘fit’. who are proud of who they are and tired of conforming to what magazines and clothing stores think are ‘regular’ or ‘usual’. she wants to showcase the voluptuous form that is fiercely, uniquely feminine. she wants to celebrate you.