#nityabajajofficial

[nityabajaj]

Nitya Birla for Anubha Dawar

On the occasion of Teej, Nitya Birla serves as Anuha Dawar's inspiration. She dresses the stunning Aditi Gupta traditional lehenga in Aquamarine Ikat brocade in keeping with the holiday atmosphere. Her delicate day appearance was enhanced by Pushpanjali Jewels jewellery chosen by Style Karma. Anubha is endowed with a superb awareness of the hues and textures of skin. Anubha, who respects Nitya's elegance and sense of style, exclaims, "Dressed up Nitya is my dream come true!" She knew right away which colours to choose for Nitya in order to complement her skin tone and the outfit. This was a truly memorable celebration of talented teamwork, spreading sunshine in the colours of Teej.

[nityabajaj]

Nitya Birla X Estee Lauder

For the release of the new Advanced Night Repair Serum in collaboration with actor and former Miss World 2017 Manushi Chillar, renowned American cosmetics company Estee Lauder teamed up with our designer and fashion legend, Nitya Birla.

Manushi and Nitya had a good history of attending the same school together. The two were an ideal combination for the debut of the high-end skincare product in Delhi's trendy Dear Donna because they both shared anecdotes about their alma mater. The entertaining live saxophone performance and signature drinks from the bartender, who made sure every visitor felt as opulent as the Estee Lauder serum, kicked off the evening. A lovely introduction to the product was given by the exquisite Manushi, who then met with Nitya and her guests. Elite fashionistas, beauty experts, bloggers, influencers, and fans of Estee Lauder who adore the newest Estee Lauder Advanced Night Repair Serum attended the event.

[nityabajaj]

Nitya Birla for Tribhovandas Bhimji Javeri

Nitya Birla for Tribhovandas Bhimji Zaveri: Since 1864, India's top jewellery manufacturer, Tribhovandas Bhimji Zaveri, has used Nitya Birla as its muse. She dresses in fashionable clothing from The Delhi Vintage Company and Sonali Gupta Designs and fashions the magnificent jewels from the high-end jewellery brand in New Delhi exclusively for The Overdressed. For this partnership, makeup artist Rupali Choudhary, Dyson Hair India, and Studio Click public relations team up with ShangriLa eros, New Delhi. Jewelry is a representation of eternal art, and TBZD is the one who gave it life. It is highly sought after due to its assurance of cutting-edge jewellery designs, exceptional quality, craftsmanship, and confidence spanning over 154 years. Nitya proudly embodies this relationship of trust that has developed over time.

[nityabajaj]

Nitya Birla Wins Iconic Achievers Award 2022

The prestigious Achiever's Award 2022, presented by WBRCorp, honours industry experts in several creative sectors and recognises their invaluable contributions to a variety of spheres of life.

Nitya Birla is honoured for her selfless offering of fabric facemasks, heal meals, medical aid, and ration donations to the affected and poor during the pandemic and earns the "Exceptional Social Service and Promoting Sustainable Fashion during the Pandemic" award. Through her #savingtheartist effort, NITYA BAJAJ also helped the industry's craftspeople while raising money for her daily wage workers. The designer humbly accepted the prize with notable figures like actor Mini Mathur and Varun Badola, and she pledged to continue supporting the cause of sustainable fashion.

[nityabajaj]

Dress how you want to be addressed

To enable Indian women to make a statement instantly, modest cuts, delicate embellishments, and handcrafting were used to reinvent the cultural character of India. She is none other than NITYA BAJAJ, one of India's most prominent and vibrant young fashion icons and a very accomplished fashion designer. The upscale evening dress line is created by an Indian designer.

[nityabajaj]

Dress How You Want To Be Addressed

To enable Indian women to make a statement instantly, modest cuts, delicate embellishments, and handcrafting were used to reinvent the cultural character of India. She is none other than NITYA BAJAJ, one of India's most prominent and vibrant young fashion icons and a very accomplished fashion designer. The upscale evening dress line is created by an Indian designer.

Nitya Bajaj: The Person

She was raised in New Delhi, where she was born, and received a top-notch convent education. Due to her highly educated parents and her family's background in tourism, Nitya was exposed to Indian arts, history, and culture from an early age.

She has always been passionate about the arts and painting, and she excelled in this subject in school. She excelled in national and international painting competitions, bringing several honours to her school. Nitya became interested in fashion as a result of her early love of trimming her grandma's sarees and her propensity for creative design.

After graduating from the National Institute of Fashion Technology in 2008, Nitya had a revelation that inspired her to forgo traditional fashion design in favour of exploring evening wear in a fresh way using handcrafted craftsmanship.

After graduating, Nitya Bajaj went on to participate in the reality competition "Lets Design," where contestants battled it out to design the greatest outfits with the fewest materials and the shortest period of time. She never looked back after that.

Prior to setting up Label Designer Nitya Bajaj completed an internship at Orient Craft, a renowned export business, where she created knitwear for companies including Zara, Next, and Abercrombie & Fitch. She also handled the creative style and brand aesthetics for the multi-designer boutique Kimaya in New Delhi. Nitya was inspired by her love of fashion and gained experience working with designers like Pam Mehta, Ankur and Priyanka Modi, and Prashant Verma.

Nitya had a significant year in 2008. She was selected as one of the winners of Wills Lifestyle's "The Debut," a programme that aimed to inspire fashion students by honouring and rewarding exceptional ability. She then started her entrepreneurial adventure after being inspired to create her own brand.

Nitya Bajaj: The Brand

2011, the birth of the brand NITYA BAJAJ, which specialises in luxurious traditional and modern Indian evening clothing as well as striking neckpieces. The brand's development of classy, feminine clothing embraces womanhood.

The designer label depicts the many, multidimensional lifestyles of modern women who value elegant, pricey, and enduring works of art as apparel. Each individually created item by Label Nitya Bajaj is a beautiful representation of uniqueness. Ethereal luxury is associated with the brand.

The brand takes pride in its fine craftsmanship, attention to detail, and its iconic line of western gowns, dresses, and skirts that have gained international acclaim while retaining their fundamentally Indian aesthetic.

The first foreign buyer for the Nitya Bajaj label came from Libya in 2008, and purchases from New Zealand, Australia, and the UK soon followed.

After winning a special mention prize in the Swarovski Jewelry Design Competition in 2011, the NITYA BAJAJ label debuted a line of evening wear with crystallised accents at the EPCH Jewelry Expo. Following two seasons in Pune fashion weeks in 2012 and 2013 and Rajasthan fashion week in 2013, the brand debuted their first Summer resort collection at Lakme Fashion Week in 2012.

The brand has done it all, from producing a special resort-wear and neckwear line for the Kingfisher Calendar Hunt 2013 competitors to private previews with companies like Shri Raj Mahal Jewellers, Nomarks, and VLCC.

Additionally, the designer has worked with well-known companies to create exclusive, limited edition pieces for them, including Swarovski, La Bante, and Johnny Rocket.

All of this has contributed to the brand's enormous level of global awareness, and it is now housed in a number of multi-brand boutiques in India, Indonesia, London, and Dubai.

Nitya Bajaj, a designer, is a proponent of humanitarian work. Label Nitya Bajaj believes that it's important to give back to the community as part of their social responsibility and donates a portion of their sales to charity.

The company backs "Joining Hands," a Mamta Charitable Foundation that tackles Indian poverty by giving free food to the poor. In addition, Label Nitya Bajaj collaborates with Nirmal Seva, Arya Boys Gurukul, and Arya Kanya Gurukul to assist education in India by giving free education and other amenities to underprivileged Indian children.

Nitya is a one-man army, thus her best asset is her confidence. A dedicated staff that functions more like a family supports that.

The constantly fashionable Nitya is always interested in learning about new trends, predictions, designers, and their collections around the globe.

She is adamant that learning happens every day. Her love of learning and willingness to accept information from anyone and everywhere keeps her current.

Nitya regards fashion as a personal trait that distinguishes an individual, and she holds international designers Giambattista Valli and Elie Saab in high regard for their sense of style.

NITYA BAJAJ is dazzled with her intricate details and its strong sense of beauty. Besides an illustrious list of Indian actresses like Sonam Kapoor, Parineeti Chopra, Gauhar Khan, Jacqueline Fernandez, Minissha Lamba, Prachi Desai, Sonal Chauhan, Vidya Malvade, Riya Sen, Raima sen, Kalki Koechlin, Shibani Dhandekar, Payal Rohatgi, Kanishtha Dhankar, Mallika Haydon, Sonakshi Sinha, Nimrat Kaur, Neha Dhupia, Mugdha Godse, Huma Qureshi, Tara Sharma and Karishma Tanna to name a few; the brand has been encouraged by Fashion magazines like Vogue, Harpers Bazaar, Elle, Cosmopolitan, Marie Claire, Femina, Hello, Hi Blitz and Stardust.

[nityabajaj]

Why do clothes and non-clothing firms want to enter the facemask market?

The new, pandemic-induced reality has forced a drastic change in how we go about our daily business and has imposed new expectations on everyone. One of the most crucial of them is donning a mask.

Masks as a category have proliferated from a strictly medical item to a necessity and lifesaving tool for everyone. But did we ever think that alcohol-related companies would appear in clothing? Well, only last month did AB Inbev and Bira introduce their line of masks.

Designer masks are being experimented with by homegrown companies including Anita Dongre, Nitya Bajaj, Shivan and Narresh, Masaba, and Manish Tripathi.

[nityabajaj]

Why brands from both the apparel and non-clothing industries are entering the facemask market

The new, pandemic-induced reality has forced a drastic change in how we go about our daily business and has imposed new expectations on everyone. One of the most crucial of them is donning a mask.

Masks as a category have proliferated from a strictly medical item to a necessity and lifesaving tool for everyone.

Due to the crisis, masks are now a common item of clothing and are in high demand on the market.

Marketers see a huge possibility in the sale of face masks as something that might eventually become a fashion statement as government regulations require masks for anyone leaving their houses.

Several high-end, upscale clothing and non-clothing firms have entered the face mask market. Vero Moda, Only, and Bestseller Clothing—a mother brand of J&J—have all introduced both designer and affordable masks in this market.

Did we ever think that alcohol-related companies would appear in clothing? Well, only last month did AB Inbev and Bira introduce their line of masks.

Designer masks are being experimented with by homegrown companies including Anita Dongre, Nitya Bajaj, Shivan and Narresh, Masaba, and Manish Tripathi.

Five of Louis Vuitton's French manufacturing facilities were transformed in April to produce masks for front-line medical personnel. "We wanted to make sure that our customers had a wide range of choices when selecting a mask for their purposes while adhering to their individual aesthetic.

Masks are unquestionably necessary in the present day, not just for the well-being of the wearer but also for those around them, according to Alexander Lambrecht, VP Marketing, South Asia, AB InBev. Budweiser Streetwear Co. and Myntra introduced their line of face masks for consumers after realising the need in light of the pandemic's concerns. Brands are entering the mask sector, according to Pragya Upadhyay, VP-Growth at Peesafe, in an effort to stay afloat. This is not a complete business plan for non-textile firms; rather, it is an opportunity for them to maintain their presence.

"Even before the epidemic, we were in the mask category. According to Upadhyay, when we originally introduced our masks in October 2019, we focused more on marketing them as anti-pollution masks. The company added washable masks, microfiber masks, and many other products to the category. Marketers anticipate a shift toward patterns on various types of masks. Soon, the new catch will be functional fashion. "Our team at Madame is always developing new facemask designs, according to executive director Akhil Jain. Krsnaa Mehta, the founder and executive director of India Circus, a Godrej Venture, commented on the expansion of the mask category by saying, "With a variety of masks being offered every day, the increase will remain steady. This will make up a very little portion of our sales."

Children's masks, according to Mehta, are a crucial component of the business. With the launch of new designs and product categories, the brand anticipates monthly sales to double. Through both our online and retail partners, we have sold thousands of them in India, according to Mehta.

Non-clothing companies have evaluated the market's enormous potential and the present spike in demand. Masks can be created and sold with little upfront cost and while sustaining economies of scale, according to Agarwal.

Masks are an addition to our present product line, therefore they will increase the value of our mainline sale of fabrics and clothing, according to Agarwal. The possibility to enter this category for a non-clothing brand like us is modest but lucrative. According to Krishna Tamalia Vora, founder of Mom's Therapy, little money-making ideas give start-ups or entrepreneurs like us a psychological boost to persevere.

This "new normal" of putting security and safety first in consumer purchases is inescapably going to last for a while due to a total shift in consumer attitude. Masks with useful features and the ability to be cleaned and reused will be in high demand from consumers.

According to Agarwal, as consumers become more cautious, the market will rise slowly but gradually by 10-15% over the next two years.

Over the next two years, the Indian mask market as a whole will experience exponential expansion. According to Upadhyay, the market is fresh and expanding.

The "Raho safe" brand of Peesafe's mask sector will each contribute 20–25% increase.

Peesafe will use digital media to advertise its mask sales. Good sales figures are coming from our platforms for the brand.

With the introduction of Budweiser Streetwear Co., Budweiser chose a digital-first strategy, debuted the collection on Myntra, and subsequently drove end-to-end brand communication on the internet. The methods used by Myntra guarantee that the products are delivered to customers in a very safe and secure manner.

"The collection was previously scheduled to debut in the first quarter. But as the pandemic spread, we refocused all of our efforts on ensuring the security of our associates, allies, and communities. We will look into other options as we progressively transition to a new normal phase in order to better serve and reach our customers, "Lambrecht said.

Madame will introduce a coordinated line of sweatshirts and facemasks for lounging around the house. On Facebook and Instagram, the company has been marketing its facemask capsule line.

For the products sold under the Raho Safe brand, Peesafe focuses on tier II markets.

Keeping Up With The Competition

The demand has always been in the areas of function, comfort, and fashion, according to marketers who claim to be keeping track of insights into customer behaviour.

According to Vikash Pacheriwal, co-founder of Raisin, the company has expanded its product line from hand-woven cotton masks to include a wide range of masks in various materials, designs, and colours.

Quality, according to Upadhyay, will play a big part, and mask innovation will be required. "Brands need to be a product facilitator rather than merely speaking from the perspective of sales, and brands need to be more and more aware of the masks."

"We believe that if facemasks are affordable and of high quality, consumers won't even consider not buying them. Facemask is a requirement that will be on the market long after the pandemic is finished "Jain remarked.

According to Agarwal of Donear, the company invests in R&D to provide the greatest products for clients. Customers are more mindful of the decisions they make today, especially under current conditions, and they are looking for quality and confidence from brands on their purchases.

When local masks are affordable and practical, why pay more for branded ones?

Branded products require commitments, which is why customers have always been drawn to them.

While there has been a change in consumer behaviour as a result of the global economic downturn, Mehta asserts that this change has merely been an evolution.

According to Mehta, because customers are seeking convenience, local and homemade masks may currently be the top choice. A brand will need to overcome this by expanding its economic reach while continuing to follow its commitment path.

[nityabajaj]

The stage is overrun by Delhi bloggers as Nitya Bajaj sends real women down the runway.

To create accessible collections for the general public, the ongoing Jabong Online Fashion Week (JOFW) exclusively worked with some of the hottest up-and-coming Indian designers. The event also marks the debut of the first fashion week that can be purchased. The concept is that when you see the models display a brand-new collection, you can immediately purchase the outfit on Jabong.com. The distinction between India's online and offline fashion industries is muddled by this incident. The leading evening wear designer in India, Nitya Bajaj, adhered to the JOFW theme and contributed to tearing down the barrier between the online and offline worlds. She was able to assemble the crème de la crème of Delhi's online community to walk the ramp to present her unique collection for Jabong. These are the women who effectively utilised the power of the internet to advance to the pinnacle of their professions.

[nityabajaj]

Delhi Bloggers Storm the Stage as Nitya Bajaj Walks the Runway with Real Girls

To create accessible collections for the general public, the ongoing Jabong Online Fashion Week (JOFW) exclusively worked with some of the hottest up-and-coming Indian designers. The event also marks the debut of the first fashion week that can be purchased. The concept is that when you see the models display a brand-new collection, you can immediately purchase the outfit on Jabong.com. The distinction between India's online and offline fashion industries is muddled by this incident. The leading evening wear designer in India, Nitya Bajaj, adhered to the JOFW theme and contributed to tearing down the barrier between the online and offline worlds. She was able to assemble the crème de la crème of Delhi's online community to walk the ramp to present her unique collection for Jabong. These are the women who effectively utilised the power of the internet to advance to the pinnacle of their professions.

Sukhneet Wadhwa, well-known for her fashion blog Ms. Coco Queen, was one of the "selected ones." She displays her individual sense of style in editorials and a number of current picture assignments. Another is Rasna Bhasin, a young, aspiring businesswoman who has dabbled in modelling, style, and blogging. She appears to be on a mission to disrupt the Indian fashion business and has a fierce enthusiasm for what she does.

Surbhi Sethi, the creator of the fashion, art, culture, and style website Head Tilt, was also listed. Bloggers Shailey Khera (Confessionz of a Closet), Srishti (Style Fashion Etc), Aanchal Sukhija (Delhi Style Blog), and Pallavi Chaturvedi are all involved in the fashion industry (That Desi Girl).

Along with the fashion group, The Filmy Owl, also known as Angel Bedi, joined the gang. Her humorous doodles, which reflect her exuberant attitude, have made her a famous graphic designer. Her art is the ideal blend of quirky typography, sharp humour, and a heavy dose of Delhi-ness.

Regarding the collection, Nitya Bajaj based it on a vintage tea party. Flared airy skirts, crop tops with pearl embroidery detailing, and antique sunglasses were all included. The silhouettes ranged from flowy skirts to peplums with defined shapes. Nitya successfully incorporated the crop-top style into her spring/summer 2015 wardrobe. The floor was dominated by skirts in identical block pastel colours and well-cut blouses. Although the collection was stunning, the exuberant tea party when Nitya Bajaj and her army of bloggers strutted down the catwalk remained the show's high point. There were applause from the audience as the group danced around the stage in celebration to cheerful music, putting a smile on everyone's face.

[nityabajaj]

SAI TAMHANKAR IN LABEL NITYA BAJAJ

Sai Tamhankar appeared in a recent picture shoot wearing a sleeveless top with embroidery work and a combo ivory and black saree pant. She complemented her ensemble with statement jewellery from Madhia Jewelry, a tied-back hairdo, and blue eyeliner.

[nityabajaj]

Entrepreneurs Propose To Produce Masks

The coronavirus is a fierce adversary, yet there are surprisingly easy ways to defeat it. Two of the most important items one needs to provide oneself with some fundamental protection against the virus are some ordinary soap and water and the humble mask. Unfortunately, there is a critical shortage of the basic mask right now, with even medical experts suffering from it.

To stop the spread of the virus, the government has mandated that everyone going outdoors during the lockdown wear a regular cotton mask (not a N95 mask, which should only be worn by medical personnel). Unfortunately, there aren't nearly enough masks available on the market. Fortunately, a number of concerned people from many walks of life have decided to create masks for the general public as well as for distribution to healthcare and sanitation employees. Some of them were available for conversation.

[nityabajaj]

The Bridal Mask

The bridal face mask, which is embellished, is becoming more and more of a sartorial necessity, but categorising it as a trend raises difficult questions.

Blogger and businesswoman Bhavdeep Kaur's wedding photos went viral in May. Kaur complemented her look for her mehendi ceremony by donning a bright yellow mask with flower adornments. The photos were posted by the photographer (Paran Singh), and they quickly spread to wedding websites, news stories, and different social media accounts. A few days later, Kaur said on her own Instagram account, "I knew that I'd be wearing a mask most of the time throughout my mehendi and didn't want to wear the simple blue mask because I knew I'd want to remove it." "I literally took apart my blouse and made this mask out of the sleeve." She later made an appearance in a social media photo series created in association with the Delhi-based fashion brand Nitya Bajaj, donning a floral pattern lehnga outfit and matching mask from its Spring/Summer 2020 collection, "Daisy."

[nityabajaj]

Changing Identity of Shahpur Jat

While new companies continue to favour the Delhi shopping district, Shahpur Jat finds it difficult to stand out in the cutthroat retail environment.

The womenswear company Nitya Bajaj, run by designer Nitya Birla, reduced its retail activities in Shahpur Jat last month and converted the studio, which was 11 years old, into an e-commerce fulfilment centre. While Birla is still in the process of choosing a location for the new store, she has made Shahpur Jat, a market teeming with freelance embroiderers, dyers, pattern makers, small garment factories, boutique designer studios, her first home. So why do you want to go? “For businesses that are exploring new avenues or expanding, Shahpur Jat is getting saturated with a mishmash of brands. This ends up being confusing in terms of brand identity and positioning,” she says.

[nityabajaj]

These 5 Nitya Bajaj dresses Are a Must-Have in Every Woman's Luxury Wardrobe

Luxury clothes are great complements to your collection, so think of them as investments! Basically, if the right components are purchased, you can use these items for years while they still appear stylish. Here are some classy outfits by Nitya Bajaj that every woman should own.

These costumes were picked not just because they were stylish but also because they were timeless and practical. You must determine which dresses are worthwhile for you, but we think all of the following are practical choices that will enhance your wardrobe.

[nityabajaj]

Changes in Shahpur Jat’s Identity

Shahpur Jat struggles to differentiate out in the competitive retail climate while new businesses continue to favour the Delhi shopping district.

The 11-year-old studio was turned into an e-commerce fulfilment centre last month by the womenswear firm Nitya Bajaj, which is owned and operated by designer Nitya Birla. Birla has made Shahpur Jat, a market bustling with independent embroiderers, dyers, pattern makers, small garment factories, and boutique designer studios, her first home even though she is still looking for a location for the new store. So why do you want to go? The proliferation of numerous brands in Shahpur Jat is posing a challenge for businesses that are growing or exploring new markets.

Birla is alluding to a jumble of retail establishments that have altered Shahpur Jat’s appearance during the past ten years. In addition to office spaces and several vendors, the market, which is situated in South Delhi adjacent to upscale residential districts like Panchsheel Park, currently houses over 200 retail stores in the fashion, culinary, décor, and furnishing sectors. It provides a cornucopia of possibilities for fashion customers, including “famous” A-listers, boutique businesses with Instagram cred, and companies you might not be familiar with. Its wide range of options also contributes to its popularity. “The fact that a visitor can buy across price points and for any occasion — not only for big budget weddings — is a major reason why the space has thrived,” says Vrinda Sachdev, the co-founder of Indianwear label Qbik who opened a store there in 2011. Despite Sachdev’s apparent optimism for Shahpur Jat’s retail future, she shares Birla’s worries about everything from the market’s specific operational issues to the contradiction in the market’s identity.

The Evolving Dynamics The first phase of the statewide shutdown to stop the spread of COVID-19 began in May 2020, and like many other shopping districts, Shahpur Jat found it difficult to get going. In the same month, The Voice of Fashion published an article with opinions and forecasts about the industry’s future along with several worries from designers. These included overhead costs that kept eating into profits despite no sales and the idea of social isolation, which was necessary to stop the virus’ spread but was only a pipe dream due to the cramped environment. Similar issues may have existed at the time in many shopping centres, but Shahpur’s particular anatomy made it more difficult.

The problems are caused by the market’s status as an urban village, where the majority of the properties are owned by long-term members of the Jat community. Due to the “shared” and homogenous decisions the villagers typically make as landlords, some, like Birla, think this community-driven model crucial to its economy. Others consider the approach to be complex, with holes in the infrastructure’s or safety’s compliance with industry requirements. It follows a similar design to other urban-rural regions that are part of the Lal Dora scheme, which dates back to the early 20th century and was initially intended to separate the residential sections from the agricultural space in Delhi’s villages. Historically, these areas have been excluded from both commercial bylaws and local ordinances. “On paper, Shahpur Jat is considered a village, with none of the legal compliances applicable, even though it finds itself centrally located on the maps of Delhi,” explains designer Karan Torani, who opened a studio there in 2018, left in April 2021, and built a factory in Noida’s industrial district.

The Delhi Development Authority, the government’s agency for city planning, was recommended to take control of these areas earlier this year by the National Capital Region Planning Board.

Fueling Emerging Talent

Shahpur Jat continues to nurture upcoming talent seeking to succeed in a cutthroat industry, despite logistics being a pain for many enterprises, particularly those who have made the leap from small to middle to large scale businesses. “I have a deep love and emotional connection to Shahpur because I started my adventure there in a tiny room, and we grew together. For us, it was the location where everything came together, according to Torani.

Younger companies based in the area benefit from the neighborhood’s mobility and availability of autonomous workers. “We began operations in 2015, and one of the key factors in our decision to locate there was its accessibility, particularly to NCR regions like Noida and Gurugram. The conscientious clothing brand Theorem writes in an email that rentals are reasonable and manageable even for sustainable businesses, adding that the holiday season is a deal-breaker for company.

Shahpur Jat’s “feel” and the culture-community-fashion discourse that ranges from billboards welcoming consumers to “Fashion Street” and “Designer Street” to the exclusive pedestrian-only area Dada Jungi Lane inspire certain people as well. “Mirakin was established in May 2015, and a year later, we moved our studio to Shahpur Jat, where we have been ever since. According to Shailja Choudhary, creative director at the company that sells 3D printed jewellery with an emphasis on repurposed sterling silver, “For us, it was the entire fashion culture and mood and of course the wonderful market space.” She continues by saying that while the epidemic reduced foot traffic, it also resulted in a spike in “serious” customers.

Visiting Shahpur in 2021

With the pandemic update of masked faces, food hawkers with gloved hands, and sanitizers at numerous shop windows, a bustling crowd lines the sinuous passageways and sharp crevices of the market on a Saturday afternoon near the end of November. Dreamcatchers are hung amid the tangle of power wires above, but there are also areas with colourful graffiti alongside handwritten signs advertising khaka masters, garment finishing services, and dry cleaners. Maggi and chai stands continue to coexist with boutique labels like Khajanchi, Gaurav Gupta (not the fashion designer), Bhavya Basin, Paaki, and Shiva Jangra, who predominately sell wedding apparel.

What comes next for Shahpur, then?

Sachdev thinks that Shahpur Jat’s appeal will continue to be fueled by the luxury of choice it offers, despite Qbik’s recent opening of a new store at the gated shopping complex in the Chattarpur neighbourhood known as Dhan Mill Compound, where upscale fashion and design brands coexist with gourmet coffee shops and chocolatiers. Birla, however, does not believe that the area is affected by the “Hauz Khaz Village syndrome,” which saw a retail collapse in the once-bustling market over the previous five years. Shahpur is far from going out of business, she continues, even though the overall mix of brands and goods may alter.

“The landscape of the area has changed and will continue to change because that’s what fashion is about. Restructuring and re-establishing people, places and the past,” says Torani, highlighting Shahpur Jat’s ephemeral character, which may have helped it be more robust to changing retail topographies even as we renegotiate our relationship with cosy shops and busy marketplaces.