Surma: Shopping App

Everyday Beautiful. The first whiff of your chai. A new leaf struggling to unfurl. Your perfectly imperfect hair. That white shirt. A half-forgotten tune. We all find our moments of joy in otherwise mundane days.
Surma began in 2024 with the intention of making Everyday Beautiful. We create stories, moments and pieces that can become those little slivers of daily happiness. That can lift you up when the day's going to dust. That can make you stop and listen to the music.
Our designs borrow from the vast and unique language of Indian wear. But they're reimagined for an India that chooses ease over excess, that wants comfort along with good design. These are pieces that feel familiar, but look like something new you've been waiting to find.
What you'll find: Co-ord sets that make one tap a whole outfit, kurtas and tops for work, for home, for whatever the day turns out to be, pants cut to go with everything else in your cart, and sizes XS to 4XL with honest size guides.
Every collection has a name and a story, from Silver Hoops and Butter Toast to Masala Chai, First Rain, Iced Coffee, Slow Life, Sunday Paper and Paper Plane. Free shipping on every order with no minimum, easy returns and exchanges within 10 days, Cash on Delivery, secure payments, real-time order tracking, a wishlist to save your favourites, new collections through the season and app-only offers.
Surma was founded by Jhilmil Motihar and Ankur Tiwari in 2024. The desire was ridiculously simple, and a tad selfish: Jhilmil wanted contemporary Indian wear that was well designed, easy, effortless and accessible. All she found were silhouettes and prints that hadn't been rethought in decades. What she couldn't find, she decided to create. Ankur brought the counterbalance, years spent scaling brands and a clear head. Partners in life and in Surma, they share a love for stories, design, and finding joy in the everyday.
Everyday Beautiful.