AURA by Pooja Reddy

AURA by Pooja Reddy fills a space in Indian occasion wear for the days between festive and formal.

We create pieces in pure, breathable fabrics — linen, mulmul, chanderi and kota — for women who want to feel beautifully dressed without the heaviness of embellishment or the churn of fast fashion.

Because clothing should be considered, not disposable.
Pieces chosen to be worn, loved and lived in for years — not just for one season.

Designed for women who move through demanding days, Aura brings together comfort, elegance and timeless Indian craftsmanship. From morning to night, the intention remains the same: to look effortlessly put-together while feeling completely yourself.

Comfort isn't a compromise. It's the standard.

The Story Behind Aura

I'm Pooja Reddy.

I've loved clothing since the 5th grade. But growing up, fashion wasn't a path I could easily pursue, so I studied engineering instead.

The pull towards fashion never really left.

After marriage, I began freelancing as a fashion designer. What started as a passion gradually grew into a seven-year bridal and groom styling business, where I worked closely with karigars and tailors and came to understand the craft behind a beautiful garment.

When I became pregnant, I stepped away completely. I wanted to slow down, be present and make space for a different chapter of life.

That pause also gave me the space to notice something I had been searching for myself.

For elevated everyday and occasion wear, the choices often felt limited — silk and heavy embellishment on one end, or synthetic fabrics made to look finer than they were on the other.

I wanted something different.

Beautiful fabrics. Thoughtful design. Clothes that feel as good as they look.

That idea became Aura.

Every Aura piece is unstitched and made from carefully curated pure fabrics, giving you the freedom to make it yours while knowing exactly what you're choosing.

Pieces you can wear to work, to a lunch, to a gathering, or simply on a day when you want to feel a little more beautiful.

No unnecessary excess.
No chasing seasons.
Just clothing chosen with intention.

Choose what feels good.
Choose what lasts.
Choose yourself.

— Pooja Reddy
Founder, AURA by Pooja Reddy