India’s fashion market is expanding rapidly, giving consumers more choices across traditional, contemporary and western styles. New collections appear regularly, while social media continues to influence how customers discover fashion trends.
However, for many women, finding clothes that are fashionable, comfortable, modest and practical for everyday use can still be difficult. Jaipur-based fashion designer Nishtha identified this gap through both her professional experience and personal observations. That insight eventually led her to build Nehfi, a contemporary fashion brand inspired by Jaipur’s traditional textile crafts.
From Fashion Experience to Building a Brand
Nishtha completed her Bachelor’s in Commerce before pursuing a Master’s in Fashion Designing from INIFD, Jaipur. She then spent nearly four years working with fashion brands, gaining experience in the industry and developing a deeper understanding of clothing, customers and design.
Entrepreneurship, however, remained a long-term ambition.
After getting married, managing a full-time job alongside her personal life became increasingly difficult. Rather than moving to another job, Nishtha decided to use the opportunity to pursue the business idea she had been considering for years.
Nehfi officially began its journey in September 2024.
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Creating a Middle Ground in Women’s Fashion
During her market research, Nishtha noticed a divide in women’s fashion. Traditional clothing was often associated with festive and special occasions, while many western styles were heavily influenced by rapidly changing trends.
She saw an opportunity for clothing that could sit between these two categories and appeal to women across different age groups.
Nehfi was created around this idea. The brand combines Jaipur’s traditional crafts, including Bandhani, Leheriya and Sanganeri prints, with contemporary silhouettes designed for everyday use.
Its design approach focuses on breathable clothing, comfortable fits and practical details such as pockets. The pieces are intended to work across different settings, including workplaces, travel, brunches and casual evenings.
Why Nishtha Chose the Name Nehfi
The brand’s name also reflects its philosophy. Nehfi draws inspiration from the Sanskrit word “Sneh”, which means affection or love.
The name combines “Neh”, derived from Sneh, with “Fi”, representing fashion. Together, Nehfi represents “Affection for Fashion”.
For Nishtha, the name connects the brand’s approach to clothing with its focus on care, comfort and India’s textile heritage.
A Home-Based Start That Quickly Changed
Nehfi began from Nishtha’s home rather than a dedicated manufacturing facility. In the early months, nearby local tailors stitched the garments, while Nishtha handled product design, customer communication and brand building herself.
The business remained home-based for around three months.
A major turning point came when one of Nehfi’s summer corset-inspired outfits gained significant attention on Instagram. Orders increased rapidly, even though the brand was not running advertisements at the time.
The sudden demand also revealed a major operational challenge. The small production setup was unable to handle the incoming orders, resulting in delayed deliveries.
To maintain customer service standards, Nehfi refunded more than ₹1 lakh worth of orders rather than compromise on delivery commitments.
Expanding Production While Keeping Control
Following the surge in demand, Nehfi invested in its own manufacturing setup. The company now operates an in-house production unit with a team of nearly 16 people.
Nishtha continues to conceptualise the brand’s designs. Its fabrics are sourced locally in Rajasthan, with the collections using 100% organic cotton and traditional Jaipur screen-printing techniques.
The company also plans to introduce silk-based designs for its winter collections while continuing to add new products every few weeks.
Growing Through Social Media and Community
Nehfi has built a community of nearly 10,000 Instagram followers and has served more than 5,800 customers through its online and offline channels.
Most of its products are priced between ₹1,299 and ₹2,499. Customers can purchase the collections through the brand’s Shopify website, Instagram and WhatsApp, as well as through offline retail partners in Jaipur and Raipur. The brand also offers international shipping for select customers.
One of Nehfi’s key milestones came less than a year after its launch, when the company recorded nearly ₹14 lakh in sales in a single month.
Building a Modern Identity Around Jaipur’s Crafts
Nehfi’s growth has been built around a simple proposition: bringing traditional Jaipur-inspired textiles into clothing designed for modern everyday life.
The company plans to continue expanding its catalogue, introducing seasonal fabrics and exploring wider offline distribution.
For Nishtha, the broader ambition remains to establish Nehfi as a name associated with comfortable and elegant Jaipur-inspired everyday fashion. The brand’s journey from a home-based operation to a business recording nearly ₹14 lakh in monthly sales highlights how a focused product idea can develop into a growing fashion label in a relatively short period.
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