NR By Nidhi Rathi – This fashion startup is giving international brands a run for their money.

“A bright, colourful clutch is a great statement piece that never goes out of style.”- Tinsley Mortimer

In A Technological Era, Handmade is Still Evergreen & Niche

Handcrafted items still have a unique story and “handmade” is gaining strength among those who want to rediscover the real value of products, searching for a quality that can never be given by mass production. Supporting the local artisans and our economy too, many bags and accessories brands have opted to keep the traditional artwork still alive in their designs. Handcrafted clutches are rare and unique as no two handmade designs are the same, and one can find a small difference in colour, texture, shape, and style between two goods that makes every product special. They bear the efforts, thoughts, and sincere little optimizations of the craftsman. The complexity and intricate detail demonstrate the fruit of the development that the artist brings into each clutch and handbag. Reinforced stitching in handmade clutches provides added strength to the material that allows the handbag or clutches intact for a longer period. The fabric used in making handmade clutches are safe for the environment which means no toxic chemicals are used. Another key factor to go for handmade clutches is the customization the buyers can opt for to suit their tastes and preferences. Thus, investing in handmade clutches is worth paying money that lasts longer and one can even pass down to the next generation. 

The trend for handmade punjabi juttis, Kolhapuri sandals, loafers, casuals and wedges in variety of digital prints, hand-painted patterns, hand embroideries, ornamentation, embellishments are in vogue these days. Shifting from leather and other animal derived materials, consumer sensibilities have drifted towards traditional and indigenous designs with sustainable & environment-friendly designs.

Flaunt In Style With NR By Nidhi Rathi

To all the women whose obsession for a splendid collection of footwear and handbags never fades, their search would land at one of the aptest brand offering hand embroidered and handprinted beautiful footwear and handbags called “NR by Nidhi Rathi”. The founder Nidhi launched this brand in the online space in 2015 and now it is a well-recognized, widely sought-after brand on e-commerce portals like Myntra, Ajio, Etsy, Azaa Fashion, Tata Cliq,Nykaa Fashion etc. In 2020,Rahul Rathi joined in as Operations & Finance Head.Both the entrepreneur parents, together running this startup primarily aim at two things currently -providing best products in their forte categories i.e Women’s footwear and Women’s handbags and clutch bags at very premium quality and affordable rates.

The finesse of their designs, the colour richness, the fabric selection and the durability of the stitches can be gauged by the huge orders and customer testimonies the brand receives. The uniqueness of the brand lies in the variety of products it offers- potli bags, clutch bags, bridal footwear, casual flats and heeled ones, Punjabi juttis, kohlapuri resin clutches, pearl embellished clutch bags and many more possibilities of all shapes and sizes. They cater for the current trends and customers’ preferences with tailor-made products. Their SKU is categorised under two sections. The first is Made to Order section where they have 10k plus designs which are catered to the bulk buyers with minimum order quantity at wholesale rates. The other section deals with their retail collections with 1200-plus designs. 

The Founders Story Behind The Brand Launch

Nidhi, an MBA in Finance & Marketing from Kirloskar Institute Pune, started her job stint at the Federal Bank. Post-marriage, she had started the zardozi work bangles and then she received queries and demands for zardozi work clutch bags. As she progressed with the clutch bags, she also tried to showcase her designs on footwear. The brand also ensures in providing the best facilities to all the artisans associated with them by giving them constant work and assurity of working for a long term. The extended artisan family has been associated with the brand for more than 5 years. 

Their efforts and intent took strides in the best way and now from a homegrown brand, it has gradually turned to be an internationally recognized brand serving almost 30 countries globally. From 6000 orders per month, the brand aims to cater to 15000 orders a month in a year’s time and is all geared up for the proposed expansion plan. They keep inventory ready for all styles and are introducing on many channels  to enable 24 hrs delivery Pan India and fastest delivery to all their  international buyers. Years down the line, the brand envisions becoming a one-stop shop for all the accessories needed worldwide. 

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