Frontier Raas
Artistry Coupled with Quality
Frontier Raas is a manifestation of artistry coupled with quality, sustainability, and premium customer experience. Our customer community speaks for the brand we are! A journey that started in 1954 with Mr Bansilal Batra, in North-West Frontier Province with the idea of bringing the art and culture of India to the fore.
‘Frontier’ not only takes its name from the Frontier Province but also exudes the idea of staying ahead of time, while ‘Raas’ translates to ‘aesthetics’; and the amalgamated meaning of these two words reflect in our product range.
A compelling vision
With a compelling vision, Mr Anil Kumar Batra then moved out to Delhi and started exporting to various parts of the world like the USA, UK, and Canada. Under his vision and guidance, the brand soon grew into a culture – as when one thinks of occasions one turns to Frontier Raas. It was under his leadership that Frontier Raas grew from export to one of a kind retail experience - which was marked with the opening of our flagship store at South Extension, New Delhi in 2009.
Continuing the legacy along with Mr. Anil Kumar Batra is Mr. Sunil Kumar Batra, who has scaled it to new heights since the inception of the brand. Joining them in this endeavor are Tushar & Gaurang Batra, the new generation that believes in amalgamating the beautiful traditions set by the house over the years with a contemporary and inclusive approach, along with Medha Batra Arora & Gunjika Batra who are set to take The House of Frontier Raas to unsurpassed heights.
Traditional Values
with modern outlook
A blend of traditional values coupled with a modern outlook, Frontier Raas is a traditional yet contemporary brand that represents Indian occasions and traditions by offering heritage craftsmanship through its exquisite collection of ethnic wear. And the legacy of the brand continues till today employing and empowering weavers and craftsmen especially in rural India.
We believe in communicating and propagating the craftsmanship and heritage of India. The brand feels that the fast fashion pendulum is swinging too fast and yearned for products that are designed to last, not trend-driven, and inspired by cultural designs and materials. The brand curates’ products that exude Indian culture and yet speaks to the generation of today, ones that reflect our history and yet are global in their appeal.
Creating opportunities
for the local artisans
“At Frontier Raas many elements come together to make us take the leaps we have taken. We are driven by creating opportunities for the local artisans and help them in their own journey, whether as retailers or as friends!” – Anil Kumar Batra
The focal point of our vision at Frontier Raas remains the Customer Experience and with all our outlets that has been the intention – to reinvent the customer experience at the retail front.
We are a tight ecosystem of curating the right fabric and brilliant design with the best sensibilities of sustainable and quality driven products. Our core team works at the fine selection of the range we curate across all our stores and studios. The highest level of quality checks is implemented to ensure unmatched perfection.
Where culture & commerce intersect
Our brick and mortar presence is particularly important to us; it is where culture and commerce intersect, and where our team and our products really come alive. To get a sense of them though, you need to stop by. We designed our stores for guests to have uplifting experiences. Our stores are as welcoming as our hearts for our customers as we really wanted our stores to be more than just stores.
Frontier Raas opened its one of a kind retail experience flagship store in South Extension, New Delhi in 2009. To follow this very idea Frontier Raas opened its retail stores at Karol Bagh, Delhi and in Chandigarh, Punjab.
And we continue to unfold different facets of the customer experience we can bring about. Our stores in DLF Saket and at Ambience Mall, Vasant Kunj, Delhi is a testimony to our quality range as it showcases the array of our handloom products.
“Our aim is to enhance our traditional crafts for our modern brides and create something impeccable for their special day. It is to fuse together the beautiful handcrafts along with our design vision. In each of our collections, we predominantly envision who we are creating for and who is being benefited by it. Every weaver, artisan and client is a part of the Frontier Raas family.”
- Sunil Kumar Batra
Hello London
We have had a long and a beautiful journey of exporting our products, Mr. Anil Kumar Batra is the torchbearer of those times for Frontier Raas. It was his goodwill, hardship, and consistency of quality work that the relationships we developed far from our home compelled us to bring the experience of our products to those countries. And thus, came into being our store at Southall, London, UK. We immediately felt at home with the kind of response we received.
The Raas Craft
The Raas Craft is an endeavour at making the journey of a bride a little more beautiful with the attires she chooses to be in at these special moments of her life!
In our collections we toy with embroidery, experiment with zardozi and the fabric. In all our collections, we are shining light on the very canvas of our creation, a work of art in itself. Our collections draw from the colours, philosophies, and cultures of India to create a unique outfit that transcends moments to become memories for you.
India is
filled with
design
Local collaboration is at the heart of what we do – before turning to the established designers or trending brands for partnerships, we want to look around the by-lanes of Indian towns and get involved with the artists who are not only living and rooted in our culture but probably belong to that last breed of artistry.
Our intention is to promote such craftsmen and artists and their work and make it reach wherever we can with our efforts. Frontier Raas works with the weavers across India, be it the small towns or the big cities.
We believe India is filled with design and art talent that has not scaled and we want to create a culture that nurtures creativity. We believe sustainability and quality are the way we can think long term and continuously support the Indian handicrafts for revival.
Craft is in out roots
With roots in craft and communities, we create with karigars across India, our collections innovate upon century old skills, in pursuit of defining a new aesthetic vocabulary. The use of material, technique and form provide further insight into our art and culture.