Ashima is a B.Com. Graduate from Shri Ram College. She passed out from NIFT winning `The Best Student Award`. Leena on the other hand, is a graduate in English with Master`s in English Literature and a Lawyer in Income Tax. Set up in 1993-a success story of two sisters-in-law, a unique combination of a designer Ashima and Fashion Marketer Leena. With Ashima spearheading the designing and Leena, the marketing pioneer behind the brand, are dedicated in their efforts to promote India and its tertiary industry. Ashima and Leena Singh have always had a unique, distinctive style and an original, traditional appeal in their collections. An established and well-reputed label today, their designs speak of tremendous and superb craftsmanship. They specialize in Bridal and hand embroidery. They are famed for their special colour effects and a variety of fabric developments.

With their combined strengths, their business growth has been phenomenal and they believe in borrowing inspiration from our land, its rich heritage art and design. A diverse approach manifests itself in their creations, through to the modern, cutting-edge styling of today. Hand embroideries being their forte, they specialize in Bridal wear creating exquisite and delicately handcrafted masterpieces that are classic and timeless, ensembles that can be passed on to generations.

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Their design philosophy strives to bring out the best in each woman through designs that are both traditional and contemporary. Their product range of Indian and Indo-Western Wear include a large variety and assortment of fabrics, drapes, silhouettes, embroideries and colours to choose from. Catering to all the conventional as well as the bold, with emphasis on quality and attention to detail is their hallmark.

They were one of the few who combined the designer concept with the commercial aspect as a marketing strategy. They were the first designer designers to join hands with retailers and have teamed up with Jewellery Designer Paayal Seth to set up India`s Premier Retail Outlet - KAAYA - The store for Women at South Extension, New Delhi. They have recently had a series of successful exhibitions as the U.S. and U.K. They also have the honour of being the official designers of Miss India 1999 `Gul Panag`.

The brand has an exclusive exhibit in Dubai, UK and the USA. In India, Ashima-Leena have a tie up with VAMA & KIMAYA in Mumbai, where their lines have a separate exclusive exhibit. Ashima - Leena retail from their own studio in Delhi - Besides Their Store in the Hottest Fashion Mall, 1 MG Road in New Delhi. Ashima - Leena have their strong presence in USA from last many years. Over the years they have built their strong clientele of around six thousand people. They now plan to open their own stores `Ashima - Leena` in six different cities of USA starting from New York and San Francisco.

Today, Ashima-Leena is a well renowned label in the Indian and global fashion industry over the years; it has become one of the most recognized labels, not only at a national level, but has also scaled heights internationally. The brand depicts the royal global heritage, deep rooted in its cultural from and aesthetic, tradition and legacy. Today, the Ashima-Leena label, projects itself at the helm of global fashion, and has successfully completed twelve years within the industry.