Women Entrepreneurs

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This self-taught fashion designer’s handwoven Kashmiri shawls are a favourite with Shilpa Shetty, Dia Mirza, and Karisma Kapoor.

After years of working as a television journalist in Delhi for six years, Sugandha Kedia found herself at sea after she got married and moved to Raipur, Chattisgarh. She says, “After hustling for a number of years, I thought of taking a sabbatical. It didn’t happen as planned, and so I went ahead and launched a multi- designer store, One in 2017 that featured several well-known brands like Sabyasachi, RANI-SVA, Anju Modi, Saaksha & Kinni, Deme by Gabriella, Anavila, and Limerick.

Read more at: https://yourstory.com/herstory/2020/06/fashion-designers-handwoven-kashmir


After years of working as a television journalist in Delhi for six years, Sugandha Kedia found herself at sea after she got married and moved to Raipur, Chattisgarh. She says, “After hustling for a number of years, I thought of taking a sabbatical. It didn’t happen as planned, and so I went ahead and launched a multi- designer store, One in 2017 that featured several well-known brands like Sabyasachi, RANI-SVA, Anju Modi, Saaksha & Kinni, Deme by Gabriella, Anavila, and Limerick.

Read more at: https://yourstory.com/herstory/2020/06/fashion-designers-handwoven-kashmir
After years of working as a television journalist in Delhi for six years, Sugandha Kedia found herself at sea after she got married and moved to Raipur, Chattisgarh. She says, “After hustling for a number of years, I thought of taking a sabbatical. It didn’t happen as planned, and so I went ahead and launched a multi- designer store, One in 2017 that featured several well-known brands like Sabyasachi, RANI-SVA, Anju Modi, Saaksha & Kinni, Deme by Gabriella, Anavila, and Limerick.

Read more at: https://yourstory.com/herstory/2020/06/fashion-designers-handwoven-kashmir
After years of working as a television journalist in Delhi for six years, Sugandha Kedia found herself at sea after she got married and moved to Raipur, Chattisgarh. She says, “After hustling for a number of years, I thought of taking a sabbatical. It didn’t happen as planned, and so I went ahead and launched a multi- designer store, One in 2017 that featured several well-known brands like Sabyasachi, RANI-SVA, Anju Modi, Saaksha & Kinni, Deme by Gabriella, Anavila, and Limerick.

In the same year, the former Zoom and NDTV employee started posting online content about make-up and fashion on Instagram. With increased engagement since the lockdown, it is also helping steer the marketing efforts of her most recent passion project, Dusala Kashmir, a handcrafted brand featuring shawls, stoles, and scarfs.



 The journey -


              Sugandha started her career as a news correspondent in the fashion and entertainment beat at Zoom, and went on to work at NDTV Good Times, IBN7 and Focus TV between 2008 and 2011.She later worked for Property TV Dubai and Home Shop 18 as well. She also evolved as a self-taught fashion designer along the way. 

However, the seed for her second venture, Dusala Kashmir, was sown during her childhood. Growing up in Delhi, she recalls being fascinated by the shawls and scarves that weavers would go selling from house to house at an extremely low price. 

“As a child, it bothered me that they put in so much hard work in exchange for very little money, and wondered how they could take care of their children and family. I wanted to do something in that direction,” she says. Sugandha started working on the brand one-and-half years before its launch. 

This involved numerous trips to Kashmir and a great deal of convincing women, who to her surprise, turned out to be the main weavers. The entrepreneur eventually resorted to buying many of their handicraft pieces and later, requesting them to design for her. In order to meet the queries of people from the US, the UK, and Australia, Sugandha employed 50 weavers across Kashmir to cater to diverse tastes and preferences of customers. 

Today, the price of the shawls, handwoven and fabric, starts from Rs 2,500 and goes up to Rs 10 lakh, and are sold on its website. Specifically, a handwoven pashmina cost around Rs 10,000 while the price for handwoven Kani made through a long process, spanning three years cost between Rs 98,000 and Rs 2.5 lakh.
This self-taught fashion designer’s handwoven Kashmiri shawls are a favourite with Shilpa Shetty, Dia Mirza, and Karisma Kapoo

Read more at: https://yourstory.com/herstory/2020/06/fashion-designers-handwoven-kashmir
This self-taught fashion designer’s handwoven Kashmiri shawls are a favourite with Shilpa Shetty, Dia Mirza, and Karisma Kapoo

Read more at: https://yourstory.com/herstory/2020/06/fashion-designers-handwoven-kashmir
This self-taught fashion designer’s handwoven Kashmiri shawls are a favourite with Shilpa Shetty, Dia Mirza, and Karisma Kapoor

Read more at: https://yourstory.com/herstory/2020/06/fashion-designers-handwoven-kashmir
This self-taught fashion designer’s handwoven Kashmiri shawls are a favourite with Shilpa Shetty, Dia Mirza, and Karisma Kapoor

Read more at: https://yourstory.com/herstory/2020/06/fashion-designers-handwoven-kashmir

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