The journey began over two decades ago, and the journey continues. On the front end, AL retails from its sole flagship store at DLF Emporio, the premium shopping destination in New Delhi.

The AL doorway leads to a vast body of work that is patronized by a niche country-wide clientele and international loyalists. Traditional wear is juxtaposed with influences from across the world that characterize our twin strengths – embellishment and silhouette, our defining identity. Each piece is carefully crafted by skilled hands and personally overseen by the designers before it leaves the atelier. Raw material for hand-embroidery is sourced from across the world and fabrics are often developed from the yarn stage. Colors dipped in a varied palettes discover new combinations, season after season. Shapes lend diversity in an exuberant display of cultural and contemporary styles. Inspiration is sometimes revisited from a single archive and represented through a series of often overlapping but radically different looks.

Ashima-Leena, being one of the most senior and recognized brands of the country, has created a unique style of their own, reflecting the ancient traditions of Indian craftsmanship in a contemporary vocabulary.

Borrowing inspiration from the rich heritage, art and design of the Indian culture, a diverse approach manifests itself in its creations, which spans across the royal Indian costumes of the 18th century, through the modern, cutting-edge styles of today. They have been creating beautiful and delicate handcrafted masterpieces that are classic and enduring.

"Ashima-Leena" combines Indian craftsmanship with innovative western silhouettes to create an enigmatic and distinctive looks. The design philosophy of the brand strives to bring out the best in every woman through ensembles that are traditional yet contemporary.

Prominence on textile, attention to detail, fabric development and complex grand embroideries are the trademarks of the ingenuity of the brand.