Delhi-based women’s premium ethnic wear brand Fida is poised to create cool ripples this spring/summer with its prêt collection. Inspired by the bounty that nature brings forth during these seasons, Fida infuses the aspirations of these innate catalysts
in its designs. Complimenting the bright, hot summers with a vibrant palette, the collection experiments with a riot of hues from pinks, blues, yellows, whites and greens to the ashen shades of the earth like grays, off whites and browns. Natural fabrics beautifully embellish the craftsmanship and the myriad textures.
Fida, the brand that was originally started in Kolkata by SNG Fashion is now retailed from 25 EBOs across 14 cities such as Mumbai, Delhi, Kolkata, Hyderabad, Jaipur, Indore, Surat, Varanasi, Bangalore, Noida, Kanpur, Bhopal, Lucknow and Ranchi occupying, around 35,000 sq. ft. total. The brand has been registering steady growth over the years and Sharad Nawalgadia, MD, SNG Fashion is buoyant about the way it is charting its forward journey. “Year 2010 has been a remarkable one for us. We have opened new stores touched new territories. For 2011, we look forward to spreading our reach to cover the entire country and start e-retailing, which is the future of retail,” he says. “We aspire to open 100 outlets covering 150,000 sq. ft. of retail space by 2012. We are looking at India as a whole and all the Tier I-II cities across the country,” he adds. Currently, Fida is continuing its stress on EBOs to set it apart and provide the premium image quotient associated with EBO retailing.
Nawalgadia is attributing the success to the growth of the premium ethnic wear market. As he says, “The ethnic wear market is yet not completely tapped all over India. Especially, in Tier II-III cities where the spending capacity and per capita income is increasing fast. We, as brands need to take the initiative and roll out our spreads there”. The fact that the entire market is bullish bears testimony to Nawalgadia’s comments. The boom is so big that it seems supply cannot keep pace with demand and that is the gap that brands like Fida are trying to fill in. Today, premium ethnic brands like Fida are not only providing the huge consumer base in India but also the large Indian population living abroad, with dollars to spare for a bit of premium ethnic dressing.
Fida has established itself as a premier women’s wear brand in the Indian subcontinent. Bold cuts with subtle effects, exquisite embroideries and ethereal hues convene to create an amalgamation of style that's unique to the brand’s creations The ensembles typify the soul, mannerisms and fashionable idiosyncrasy of India.
