About the brand

“Nupi by Nivedita” is an Indian fashion and lifestyle brand with a mission to bring the rich textile heritage of India's North-East into the spotlight of contemporary fashion.The brand’s key aspects: Founded by Nivedita Jena, the brand is a tribute to the ancient weaving traditions of Assam and Manipur, giving them a modern twist.

• Meaning of ‘Nupi’: The name "NUPI," which means "woman" in Manipuri, perfectly captures the brand's core ethos: empowering women—both the artisans who craft the pieces and the women who wear them.


• Empowering Artisans: A Brand with a Purpose -  “Nupi by Nivedita” is built on the principles of slow fashion and sustainability. Each piece, whether it's a stunning handloom saree or a modern garment, is meticulously handcrafted by skilled women artisans from North-East India. By providing these women with a sustainable source of income, the brand is not just creating beautiful clothing—it's also helping to preserve a centuries-old art form and uplift local communities.


• Fusion of Tradition and Modernity that focuses on Comfort and Inclusivity: The brand's unique appeal lies in its seamless blend of tradition and modernity. Traditional Assamese and Manipuri fabrics are transformed into stylish, comfortable, and inclusive apparel designed to fit all body types. This fusion ensures that these rich cultural crafts remain relevant and accessible to a global audience.


• Founder's Vision: Nivedita Jena, an Assam-born Manipuri entrepreneur based out of Mumbai and the winner of People’s Choice & Beyond Looks titles at Mrs. India Inc. 2024, founded Nupi as a personal and purposeful venture. Her vision is to offer women not just elegant attire, but a way to embrace their cultural heritage with confidence and style.
  In essence, “Nupi by Nivedita” is more than a fashion label — it's a movement dedicated to preserving traditional crafts, empowering women, and celebrating the timeless beauty of handloom.