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As urban growth and commercial trends continue to overshadow indigenous culture, tribal identity often gets pushed to the margins, remembered only through occasional displays or token souvenirs. Rusicaa seeks to change this by drawing inspiration from Jamshedpur’s tribal heritage and reworking traditional motifs, fabrics, and crafts into designs that resonate with contemporary style. In bringing these elements to the forefront, the brand ensures that tribal identity is preserved and reintroduced into mainstream fashion as something vibrant, current, and aspirational.
Roots of Rusicaa
Rusicaa was established in 2013 in Hiktu, a village near Jamshedpur, by Doman Tudu, a graduate of NIFT Bengaluru. His vision was to create a platform that could preserve indigenous traditions while adapting them to contemporary fashion. Rooted in his Santali heritage, the brand emerged as a way to bridge cultural memory with modern expression, offering tribal communities both visibility and livelihood opportunities.
At its core, Rusicaa has always seen design as a language of resistance and pride. As the brand states, “For us, fashion, art, and design are not just creative expressions, they are powerful tools of storytelling and cultural reclamation. Through them, we preserve and strengthen an ‘Adivasi/Indigenous Identity.’” This philosophy continues to guide its journey, ensuring that tribal voices remain present and celebrated in mainstream fashion.
What Makes Rusicaa Unique
Rusicaa distinguishes itself by weaving tribal heritage into contemporary fashion while staying true to its roots. Each creation carries the weight of lived traditions, with stories embedded in its design. This balance between cultural depth and modern relevance allows Rusicaa to present indigenous identity as both fashionable and meaningful, setting it apart from mainstream labels that often use motifs without context.
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At the same time, the brand faces real challenges. The risk of cultural misrepresentation grows as tribal India enters wider markets, while maintaining handcrafted quality against the pace of fast fashion remains a constant struggle. Rural artisans also face limits in terms of resources and access. Rusicaa responds by placing empowerment at the heart of its work, providing sustainable livelihoods, especially for women, and restoring dignity to traditional craft. As the brand affirms, “Every product we make carries a story. When people wear our work, they don’t just wear clothes, they share our history.” In this way, Rusicaa sustains communities while ensuring indigenous culture finds its rightful place in the mainstream.
What Rusicaa Offers
Rusicaa’s collection brings tribal artistry into the realm of everyday fashion with a wide range of handcrafted apparel and accessories. Their clothing line features kurtis, dresses, and dupattas in tussar silk and cotton, often designed with motifs inspired by Sohrai and Pyatkar traditions. Prices are kept fair for the craftsmanship involved. Cotton-based outfits are generally in the range of Rs. 1,200–Rs 1,800, while finely worked silk garments can cost between Rs. 4,000–Rs 6,000.
Alongside apparel, the products made by tribals of India also extend to stoles, scarves, and artisan-made handicrafts that embody the same cultural storytelling. Each piece is produced in small batches, ensuring that quality and individuality are preserved. Accessories and handmade crafts are usually priced from Rs. 800 to Rs. 2,000, making them both affordable and meaningful expressions of Adivasi heritage.
Way Ahead
Rusicaa represents a movement dedicated to protecting and renewing indigenous identity in a modern context. By blending tribal motifs with contemporary design, it ensures that traditions remain alive, not as relics, but as part of everyday style. The brand’s focus on limited-batch production, fair livelihoods, and cultural storytelling lends significance to each creation that extends far beyond fashion. As this Tribal business explains, “We are not a brand built on factories and machines; we are built on people and communities.” This philosophy reflects its role as both a custodian of culture and a driver of empowerment, pride, and opportunity for Adivasi and indigenous artisans.