Craft-soaked Bandhini to experiments with Chikankari, Naushad Ali adds a European influence to Indian textiles serenading a global buyer.
By Asmita Aggarwal
His father is a textile merchant, based in Pondicherry, so Naushad Ali grew up surrounded by fabrics from Bengal to Orissa, he would sit on the bundle and watch TV as a young boy. His interest grew to study fine arts, and cleared NIFT Chennai, where he studied textile design. “Auroville had a huge influence on me—specially its multi-cultural approach. The predominant French influence, people from different nationalities co-existing teaches you how the world has no boundaries. When I began my brand, I knew it had to be global,” he adds.
He believes there is a lot of misconception around textiles, it is only restricted to Indian wear, but you can channel French elegance with a kurta. “A lot of my friends shut down businesses in Covid, it is an interesting and challenging time, every day I see new brands on Insta, who will survive only time will tell,” says Naushad.
Celebrating ten years of his brand, the NEXA spotlight winner, believes his USP is showcasing textiles in a refreshing way, just like the poster on his office wall, “Why should sustainability be boring?” He keeps researching, when he takes up a craft, admits, “when you buy from us, you know its depth, like our Chikankari, we have introduced it with a stronger identity, used in a contemporary way. Just like Bandini and indigo, two of our signatures with a distinct European influence,” he explains. The play is in the motifs rather than the conventional paisley; it is more global in its appeal and demeanour. “We live in one world due to Insta, but I maintain the dignity of the technique I work with, though the result is a cocktail with my interesting ingredients. I fear monotony, each piece must not be repetitive,” he says.
His experiments with silk velvet printing, maintaining the consistency of the ink, became his bestseller. “I am a Tamilian, grew up in the South, if you observe Indian women, while shopping at Nalli, they know their saris, quality of gold, and are aware of what they are paying for. Same with Bengal, women value crafts, and culture. After all, fashion is a desirable product, it must 100 pc look good,” he explains.
LFW X FDCI 2025 he is focusing on yarn dyed indigo, denims hand woven in Bengal, South Indian checks from Madurai, without abandoning his USP Jamdani. “Now I see a uniformity in dressing, everyone looks the same, but a white shirt can look different depending on the personality of the wearer, and most importantly region-South to North,” he confesses, adding people used to dress for themselves in the past, now that spirit is lost somewhere with social media onslaught.
Interestingly, he talks of the rising culture of thrifting, like the jacket he made for his Pondichéry based French client Vincent. His son wore it 10 year later and sent him a picture, the key is trendless clothing, it may lie in your cupboard, but is never obsolete. “We wanted to open with contemporary freestyle dance to establish a connection with the clothing, channeling the spirit of exchange of garments act on the ramp. We all love dressing each other, there is joy in it,” he explains about his presentation.
Does one need money to survive in fashion? He has an engaging hypothesis—you can be privileged to inherit dad’s burgeoning business, but have zero design sensibility. “Creativity and commerce must co-exist,” he reiterates, adding, “I like to address the feminine side in menswear, embroidered silk shirts, gender fluid, simple tailoring, spotlight on fits. The future is responsible fashion, that withstands the test of time,” he concludes.