Fida the ethnic wear fashion brand for women which was known as FI till recently, is on a new high. The brand has achieved a 100 per cent growth as compared to the last financial year with its footprint expanding from its strong foothold in the East to
across the country. In the highly lucrative women’s wear market, Fida is striving hard to stake its share in the market pie. The company is currently focusing on Fida as a complete women’s wear brand rather than sub-branding within the apparel segment, although it has different product lines like salwar suits, dress materials, kurtis, saris and accessories for women in the age group 20 to 40 years.
Fida has just launched its latest autumn/winter ’10 Prêt Collection in its stores. Each ensemble is enhanced by the rich tailoring which includes Anarkali styles, sleek cuts, printed artifacts of nature and Pakistani styled dupattas and choodidaars. The company’s design team has experimented with a riot of colors from bright to ashy shades of the earth. They have used natural fabrics ranging from conventional cottons, georgettes, chiffons to regal fabrics like tussure cottons with lots of embellishments. Their saris are also crafted like flowing works of art, with the fall collection targeted at today’s woman who is a fusion of traditional Indian and modern global values.
“Ethnic wear market has evolved a great deal off late. Ethnic designer wear with heavy embellishments and embroidery is now becoming a choice of all women. Providing designer clothes for every occasion at a price which does not pinch the pocket and reaching out to the consumers directly is something that Fida has mastered over the years,” says Sharad Nawalgadia, Managing Director, SNG Fashion.
He says, Fida will soon be launching an exclusive designer collection. And for this they have tied up with some eminent designers. “We also have a strong export line in the Middle East, Bangladesh, Canada and UK. We currently have state-of-the-art facilities spread over 20,000 sq. ft. area in Kolkata and Delhi and a team of 25 trained and qualified designers support the complete range of merchandise,” he adds.
Overall Fida occupies around 35,000 sq. ft. retail space across 15 cities in India, selling only through their 25 EBO’s which rake in almost 100 per cent sales. It plans to open another 100 outlets across India by 2012 covering Tier I-II cities.
