Bhubaneswar: Renowned handloom saree brand “NUPI by Nivedita officially marked its foray into Odisha, announcing the regional launch of the brand. With- the Odisha launch, ‘NUPI by Nivedita” takes a significant step in its Journey to make traditional Assamese and Manipuri handlooms sarees part of modern wardrobes while keeping the spirit of heritage alive.
Founded on April 11,2023, “NUPI by Nivedita” is a premium handloom brand that promotes traditional Assamese and Manipuri weaving techniques. Through this brand, Ms. Jena seeks to blend the essence of India’s Northeast with modern design sensibilities, bringing handcrafted sarees to the forefront of contemporary fashion, highlighting the brand’s mission to empower artisans and uplift forgotten craft traditions.
Sharing her vision and journey, offering insights into the story behind the brand and its dedication to India’s rich weaving heritage, Ms. Nivedita Jena, Founder, “NUPI by Nivedita”, said, “The USP of our brand lies in our unique approach to fashion-we transform traditional Assamese and Manipuri fabrics into contemporary sarees while staying rooted in authenticity. Each piece is handcrafted with sustainable and slow fashion techniques. We are proud to showcase our exclusive handwoven collection through an exhibition at the Bhubaneswar Club from 1 1″ to 13” April 2025, marking our brand’s official introduction to Odisha. Ms. Nivedita Jena, an Assam-born entrepreneur, married into an Odia family and the winner of Mrs. India Inc. 2024, Subtitles: “Beyond looks” and “People’s Choice” has a dynamic professional journey before embracing her passion for fashion and handloom. Her venture into entrepreneurship has been both personal and purposeful, aiming to revive cultural heritage while offering women elegant and empowering attire. The word ‘NUPI’, derived from Assamese and Manipuri languages, means woman’ True to its name, the brand symbolizes strength, grace, and cultural pride. Each saree -crafted in weaving units in Imphal and Guwahati–takes 15 to 20 days to complete, underscoring the brand’s commitment to quality, tradition, and exclusivity. Currently available through social media platforms, the brand is gearing up to launch its own e-commerce website and expand into offline retail and premium marketplaces.
