The journey of Farida Gupta

The Foundation

The origins of Farida Gupta can be traced back to 1993, when a small embroidery training initiative began from a home in Delhi. Working with a handful of women who possessed skill but had limited access to economic opportunities, the focus was on teaching traditional embroidery techniques and creating sustainable livelihoods through craft.

What started as a modest effort soon became the foundation of a much larger vision, one that placed craftsmanship, community, and women's empowerment at its centre.

The First Collections

In 1994, the journey formally entered the world of fashion and textiles. The earliest collections brought together hand embroidery and traditional Indian textiles, including handwoven fabrics sourced through artisan organisations such as Urmul Sansthan in Rajasthan. During this period, the brand operated under the label Folklore and began participating in exhibitions across India.

These exhibitions became the company's primary platform for connecting directly with customers and introducing them to craft-led clothing.

1994–2003

Building Through Exhibitions

For nearly a decade, exhibitions formed the backbone of the business. Travelling across cities, the team showcased handcrafted collections while developing relationships with customers who appreciated authentic Indian craftsmanship. During these years, the company built a loyal customer base and gained first-hand insight into what modern Indian women sought from handcrafted clothing. 

At the same time, extensive travel through artisan regions helped establish long-term relationships with craft communities across the country.

1996–2003

Discovering India's Textile Heritage

As the company evolved, its focus expanded beyond embroidery. Partnerships were established with artisan communities practising traditional crafts such as Bagru, Ajrakh, Sanganeri, Bagh, Dabu, and other regional textile traditions. These collaborations laid the foundation for the design language that continues to define Farida Gupta today. 

By working directly with craftspeople and family-run workshops, the company developed a deeper understanding of India's diverse textile heritage and the importance of preserving it.

Entering Large-Scale Retail

In 2003, the company entered a new phase when leading buying houses and retail groups approached the team to develop collections for their stores. Over the following eight years, Farida Gupta created collections for some of India's largest retailers, significantly expanding its reach and production capabilities. 

This period provided invaluable experience in sourcing, manufacturing, quality control, retail costing, and large-scale operations.

2003–2011

Learning at Scale

The buying-house years transformed the business.Working with larger production volumes and national retail networks allowed the company to refine its operational systems while gaining a deeper understanding of the fashion industry. The experience strengthened manufacturing capabilities and established the foundations required for future growth. 

Yet throughout this period, the commitment to craft remained unchanged.

Returning to Independence

After eight years of creating collections for large retailers, the company made the decision to return to an independent model. 

Farida Gupta was relaunched with a renewed focus on artisanal craftsmanship, direct customer relationships, and creative freedom. The move allowed the company to tell the stories behind its crafts and work more closely with the artisan communities that shaped its collections.This marked the beginning of the modern Farida Gupta brand.

The Next Generation

In 2015, the second generation of the family joined the business, bringing new perspectives while strengthening the brand's long-term vision. 

The transition marked an important step in preparing the company for its next chapter of growth.

2016

Going Digital

In 2016, Farida Gupta launched its digital platform. 

For a business that had grown primarily through exhibitions and word-of-mouth, the move online was transformative. Customers across India could now access the brand year-round, while artisan-made products gained visibility far beyond traditional retail channels. 

The digital transition helped create a level playing field, enabling a craft-led business to compete alongside much larger fashion brands.

2017

National Recognition

The success of the company's digital transformation brought national recognition. In 2017, Farida Gupta was recognised at the Google SMB Heroes India Finale as one of India's most innovative digitally empowered small businesses.

The brand's journey was featured in leading publications including:

The same year, the company received the WORLDCOB Business Excellence Award, recognising its achievements in entrepreneurship, innovation, and business growth.

Resilience Through the Pandemic

Like businesses around the world, Farida Gupta faced unprecedented challenges during the COVID-19 pandemic. 

What sustained the company through this period was the unwavering support of its customers. Despite extended delivery timelines, customers continued placing orders, helping preserve livelihoods across artisan clusters, embroidery units, and production communities. The period reinforced the strength of the ecosystem that had been built over decades.

2021 - Present

Scaling Craft for the Future

Today, Farida Gupta works with artisan communities across India to create clothing rooted in traditional craftsmanship and designed for contemporary life. 

From a small embroidery initiative in 1993 to a nationally recognised craft-led fashion brand, the company's journey has been guided by a single belief: that India's textile heritage deserves to be preserved, celebrated, and worn. 

More than three decades later, that belief continues to shape everything we create.