Tulsi Online
Premium Fashion Ecommerce PlatformTulsi Online
Tulsi Online carries the work of textile designer Neeru Kumar, an NID Ahmedabad graduate whose forty year career includes reviving Kantha embroidery as a livelihood for Bengal artisans and partnering directly with Ikat weavers in Odisha, with pieces stocked at Liberty, Selfridges, and Anthropologie.
Neeru Kumar graduated from NID Ahmedabad in 1980 and built a forty year career around reviving textile techniques that were fading out of use, most notably Kantha, the Bengal running stitch embroidery traditionally worked onto layered vintage saris, which her studio turned into a sustainable, income generating craft for local artisans. The Tulsi label works the same way with Ikat, partnering directly with weavers in Odisha, and stocks internationally at Liberty, Selfridges, The Conran Shop, and Anthropologie. The objective of this project was an ecommerce platform that carries that atelier level craft story into every collection page, dresses, kurta sets, sarees, jackets, and the dedicated Neeru Kumar line, rather than presenting the pieces as generic luxury fashion.
Luxury Fashion Label & Ecommerce Platform
Luxury Fashion, Designer Apparel & Handcrafted Textiles
India
- Create a premium online shopping experience
- Strengthen the digital presence of the Tulsi brand
- Showcase handcrafted luxury collections beautifully
- Increase online sales
- Improve product discoverability
- Build trust with premium fashion buyers
- Create a scalable ecommerce platform for future collections
A piece described internally as a future collectible antique needs a shopping experience that earns that description, not a generic product grid with a price tag. The site needed to hold Neeru Kumar's design history, the 1989 tussar weave that first won international recognition, the named regional techniques, Kantha from Bengal, Ikat from Odisha, Jamdani, khadi, and the international retail credibility at Liberty and Selfridges, without slowing down what is still, at its core, an apparel storefront customers need to browse and buy from quickly.
We treated each collection as a craft story first and a product listing second, giving the Neeru Kumar line and the named textile techniques their own editorial space so a shopper understands what they're buying into before they ever see a price.
Calibre Associates built an ecommerce platform organized around Tulsi's actual collection structure, seasonal Edits, the dedicated Neeru Kumar designer line, and category pages spanning clothing, accessories, and home decor, with product listings that carry the specific technique behind each piece, Kantha, Ikat, khadi, jamdani, rather than generic fabric descriptions. The site presents the brand's international retail placements and the founder's design history as ongoing trust signals throughout the shopping journey, not confined to a single About page, while keeping navigation and checkout fast enough for a catalogue spanning hundreds of pieces.
Design Highlights
- Luxury Fashion Aesthetic
- Editorial-inspired Layout
- Premium Typography
- Elegant Product Presentation
- Collection-focused Navigation
- Minimal User Interface
- High-end Visual Hierarchy
- Responsive Ecommerce Design
- Luxury Shopping Experience
- Conversion-focused Product Pages
Website Features
Technical Foundation
- SEO-ready ecommerce architecture
- Search & product discovery
- Collection landing pages
- Performance optimization
- Responsive mobile-first design
Business Impact
The platform lets Tulsi Online sell on the strength of a genuinely rare story, a forty year design career, named heritage techniques tied to specific regions and artisan communities, and placement at retailers like Liberty and Selfridges, instead of competing on generic luxury fashion language. Giving the Neeru Kumar line and the named textile techniques real space throughout the site, not just on an About page, gives customers a reason for the price point that a typical D2C fashion site can't offer.
- Neeru Kumar's forty year design history and 1989 breakthrough piece woven into the shopping experience
- Named heritage techniques, Kantha, Ikat, khadi, jamdani, tied to specific pieces rather than generic fabric copy
- International retail placements at Liberty, Selfridges, and Anthropologie used as ongoing trust signals
- Dedicated Neeru Kumar line given its own space within the wider collection structure
- Fast browsing and checkout maintained across a catalogue spanning hundreds of pieces
- Scalable structure ready for new seasonal Edits and collections
Built by Calibre Associates
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