Her digital content primarily focuses on the "Get Ready With Me" (GRWM) format and ethnic styling.

Ritu Rai's approach to fashion is all about confidence, creativity, and self-expression. She believes that fashion should be a reflection of one's personality, and that everyone has their own unique style DNA. Through her content, Ritu encourages her audience to experiment with different looks, try new trends, and push the boundaries of their fashion comfort zone.