Vitasta is the Sanskrit word for the river Jhelum, in Kashmir.
The label is based on a simple vision of “Everyday Luxury”: A philosophy defined by elements of Luxury, utility and simplicity.
Every detail is handmade, an important element of the process, to add beauty that can only come from a human hand, and to disrupt the uniformity of mass production.
The sensibility of the label has evolved from a confluence of Indian colours and craftsmanship, on modern functional shapes, and a strong respect for materials.

Aditi Dhar is an accessory designer and founder of fashion accessory label – VITASTA.
A graduate of the National Institute of Design, Ahmedabad, she started her design career with Mexx International, Holland and went on to work with some of the top brands in the country including Hi Design and Wills lifestyle. Having worked in the industry for many years, she found a gap in the Indian market for a modern accessory label that combined high quality with functionality, at an attainable price. With this idea in mind, she launched her eponymous label in 2011.