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From Passion Project to Empowering Force: The Story of Farida Gupta's Label


In 2011, a realisation dawned on Farida Gupta. What began as a personal passion for design and a love for Indian heritage crafts held the potential to create something far greater: a source of livelihood for countless artisans. This epiphany marked a turning point, leading Farida to channel all her energy into her own label, which today provides employment for a multitude of local artisans.

Farida's journey started modestly, in the late 90s, with just two embroidery girls in her Delhi flat. Witnessing their dedication ignited a spark within her—a determination to showcase their talent to the world. This determination propelled her on countless solo journeys across the country, chasing her dream and connecting with artisans in remote corners of India.

In 2016, Farida's son, Sahil Gupta, joined the mission, bringing a digital touch to the brand. Under his leadership, the label embraced technological advancements while staying true to its core values of preserving traditional craftsmanship. This resulted in the brand being recognised as India's most innovative SMB on digital in 2017.

Today, the label employs over 1000 artisans from Rajasthan and Gujarat, providing them with sustainable income and a platform to share their skills with the world. Notably, 300 of these artisans are women, making the label a champion for women's empowerment and gender equality. Their ambitious goal is to empower and employ at least 10,000 artisans and 5,000 underprivileged women by 2028.

As they strive towards this goal, the label envisions itself as the world's leading brand for Indian ethnic wear. They aim to strike a perfect balance between customer satisfaction, technological advancements, and the irreplaceable value of handcrafted precision.


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