Fida: Wooing women with unique ethnic collections

Promoted by duo Sharad and Samir Nawalgadia of SNG Fashion, women’s ethnic wear brand Fida has created a niche not only among the women in Kolkata, where it began its journey but throughout India. Today, Fida collection is available in 20 stores

across 12 cities including Mumbai, Delhi, Kolkata, Hyderabad, Bangalore, Jaipur, Bhopal, Indore, Varanasi, Kanpur, Noida, and Ranchi. Elaborating on the brand’s USP, Sharad Nawalgadia, MD, SNG Fashion says, “Ethnic, bold cuts with subtle effects, exquisite embroideries and ethereal hues create an amalgamation of style that's unique to Fida creations. The ensembles express fashionable idiosyncrasies of inimitable India.” The brand runs on a spirit of fusing tradition with modern fashion.

He says “The entire collection speaks of the ethnic fashion. The ambience in the store exuberate absolute comfort. An amalgamation of the signature labels of the designers and an economical prêt line makes the brand a most sought after for women where they find just the right ensemble for every occasion.” The company is now looking to strengthening its roots in across India with a strong back-end support of production line based in Kolkata. They have always desired to reach customers directly with a wide range of fashion clothing for the women of today.

“We plan to have 50 stores by 2020 in almost all the Tier I,II cities and make Fida an exclusive and most sought after woman’s ethnic wear brand by sticking to its USP of not having multiple pieces of similar design. We have also introduced signature designer labels along with Fida in our stores and made Fida a complete boutique brand,” Nawalgadia explains.

Along with the increase in awareness levels, the demand for the ethnic wear has been on the rise. The ethnic wear industry is projected to increase to Rs 1,000 crores by 2015. Keeping the prospects of this market and depending on the mantra of offering variety and not repeating its designs, Fida offers a gamut of collections.

Talking about the brand’s popularity, Nawalgadia says, “We rebranded Fi to Fida last year. Fida is an extension of our Fi collection. By changing the name, we are simply focusing more on our category of clothing which is ethnic women’s wear. We could see am immediate connect as a result of the change. It was very well accepted among women in all cities.”

Commenting on the green initiatives taken up by the company, Nawalgadia says that we focus a lot on Indian handlooms in our designs and the hand embroidery belonging to different parts of India. “We promote the handloom industry and the small cottage industry and the handwork karigars to set up their own units. This generates employment for the family. We also focus on vegetable and natural dyes rather than going for synthetic and artificial colours,” he adds.