1. The business is mainly focused on the United States, and its core business is selling ethically handmade women's clothing, including dresses, tops, pants, and outerwear. 2. In the apparel industry, it is positioned as a designer brand, with competitors including other independent designer women's clothing brands. 3. The brand terms used on the official website are "Rujuta Sheth" or "Rujuta Sheth Clothing".