Rina Singh, the founder of Eka, launched the label in 2011 after a decade in the mainstream fashion industry. Singh, who grew up in rural North India, felt out of place in the glamour-driven fashion world of the 1990s, and preferred loose, bohemian styles over traditional kurtas and salwars.

Eka is known for its focus on handwoven, sustainable textiles, like khadi, cotton, and jamdani, reflecting Singh's commitment to sustainability and Indian craft heritage. Collaborating closely with artisans, she works to preserve traditional crafts while offering contemporary designs. She draws inspiration from her childhood love for books and the gypsy-inspired Indian cinema of the 1970s.

Singh aims to redefine Indian fashion by breaking away from stereotypes, encouraging women to embrace their individuality without having to conform to traditional expectations. Since the pandemic, she has recognised the emergence of transparent communication in fashion: of building authentic connections with audiences. This narrative-driven approach has helped Eka gain success in both Indian and international markets.