Falling for fabric

Falling for fabric


Falling for fabric

Narratives can be found in every nook and corner and Nikita Dawar has managed to weave out colourful tales through her venture ‘Fabric Story’.

A graduate from National Institute of Fashion Design with a strong hold over craft and design, Nikita decided to tackle the problem of lack of availability of fabrics in the City by starting this venture. 

Sensing the scarcity of fabrics as a student as she had to keep going to different cities to avail material, Nikita now sources different kinds of fabrics, be it print, graphics or canvas, so that a diverse and vast variety are available to boutique owners, craftsmen, designers and fashionistas online.  

“I mainly source my material from Delhi and Bombay as these two cities are influenced globally in design. Cotton print is in great demand now but people are also interested in jute and chiffon. In Bangalore, I have had a problem with the availability of raw material because of less demand and a niche market. Printing, designing and aesthetics in India haven’t picked up.

Though websites like Instagram and Pinterest have widened the knowledge of people, people don’t know where to find them. That’s where ‘Fabric Story’ comes in,” she says. 

Working six hours a day in her in-house studio, Nikita researches about market developments and trends in design, talks to a wide range of customers and does digital research on design and marketing. Her research mainly includes looking at the kind of fabrics that can work in the City, in terms of trends, comforts and colours.

 “I also research on sourcing the right kind of fabrics for particular seasons as India has its own seasons going on and what is abroad always doesn’t work here,” she laughs. She keeps her eyes open about the latest fashion trends. “One of my customers wanted fabric with ‘Chevron’ print for home decor items and sofa sets as the drink is popular in the West.” 

As she has never worked with any company before, Nikita loves the great response that ‘Fabric Story’ has received so far. Despite the constant self-motivation, discipline and focus which keep her on her toes, she is not in a rush and waiting for the company to take shape at its own pace. The young entrepreneur feels that the City is interesting in terms of fashion as more people here try out new styles unlike Bombay and Delhi. 

A self sustained start-up, which got its name, because Nikita feels that every product has a story to tell. “Money doesn’t scare me,” she says. “I always know I can get help from somewhere or otherwise I can help myself.”

She is already thinking of starting another brand called ‘Stitches’, an extension of ‘Fabric Story’, which will cater to fabric-related items and also looking towards importing non-Indian fabric from an international market to sell in the local industry. 

   She advises young women entrepreneurs not to get intimidated by big companies as she feels that everything depends on how women prioritise their work.

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