Inspired by her father, who has been an important figure in the garments business, and having grown up around clothing, Natasha Saha Kejriwal decided to venture into the field of fashion and apparel all by herself in 2018.
Having acquired a Fashion Designing degree from Seneca College, Natasha started S A H A, which, interestingly, is coined after her family name.
S A H A essentially is an exclusive fashion brand that camps halfway through Pret-a-Porter and Haute Couture. It is a luxury brand that at the same time is mid-priced, making luxury attainable.
The label caters to a little bit of everything: from chic takes on cocktail and dressy pieces, to traditional vintage cuts that are injected with glamour and beauty, to billowing dresses perfect for building the capsule wardrobe of your dreams.
S A H A encompasses a signature trio of Wani, Erraz and Saha Basics, three separate collections of clothing lines guaranteed to provide wardrobe solutions to today’s consumer.
“It’s our diversity that shows the different lines we are having. We are catering not only to niche but to all. We follow the motto of ‘dress to impress’ at all times,” Natasha Saha Kejriwal, CEO of S A H A, told Apparel Resources (AR) in an exclusive interview. “Our clothes are for everyone; we allow our customers to choose from a variety of collections which have something for everyone.”
PRODUCT ASSORTMENT & RANGES
S A H A is known for bridging a gap within the industry by offering everything from traditional attire, to fusion pret to seasonless dresses – the label believes in minimalism and features a sober style and classic techniques to appeal to the audience of today.
Wani, a range catering to traditionalism at its best, boasts of vintage silhouettes created using charmeuse silk, regal muslin and timeless churidars with details of zardozi, Swarovski crystals and bejewelled sequins.
The cuts S A H A gives shape to, as part of this range, are shalwar kameezes, tunics and pants. Also championed in Saha’s Wani are subtleties of hand-painted saris and the fluidity of water-colour florals.
Erraz, another line of clothing exclusivity by Natasha Saha at S A H A, offers a modern take on eastern traditional attire. The line offers a twist wherein each item is sold separately.
Last but not least, stands S A H A Basics, a range especially created by Natasha Saha to fulfil any and all needs one might have for cool, seasonal dresses, fun flares, pleated skirts and loads of ruffles and more. Moreover, long shirts, double georgettes and easy-to-wear stylish clothes up the ante with punchy prints and trending colours under this range.
Commenting on the same, Natasha said, “We believe in simple elements and in achieving a natural look, that’s how we came up with the flowy and trendy look of S A H A Basic. Erraz is a line for working women, which is very affordable and allows our customers to purchase separately according to their needs and style. Wani is our couture line, where we put in a lot of effort and thought and this is reflected through the detailing in our garments.”
S A H A manufactures sizes from XS to XL, and further gives its clients the option to customise according to their fit.
“We make sure all our clients feel that the piece that they are purchasing from us, is made solely for them. This is one of the special services that SAHA allows its customers to have,” Natasha said.
MANUFACTURING AND SOURCING
S A H A works with a variety of fabrics ranging from georgette, chiffon silk, crepe georgette, muslin to khadi, satin amongst other fabrics. The brand likes to work with different and unique materials and learn more about suitable designs that would go with the fabric.
S A H A also believes in giving creative control to its clients by allowing them to choose from a variety of fabrics and colour options so that they are most satisfied with the brand’s service.
“Our production and manufacturing are all done in-house and our designer contributes in every process with her knowledge and understanding of every detailed process,” Natasha said, adding, “The materials and fabrics that we use in S A H A are sourced from all around Bangladesh and chosen from the places they specialise in. We believe in the best quality and comfort for our clients.”
S A H A believes in utilising the resources available in Bangladesh to maximise economic profit by using the resources that are available in the country to generate more employment opportunities and allowing more businesses to run during the pandemic.
Stock replenishment depends on demand and availability and also on the exclusivity of the product. S A H A basics, which offers daily wear, is usually replenished quite often; however when it comes to Erraz and WANI, the brand tries to replenish lesser times or fewer times in order to maintain exclusivity of the products.
WANI is released during special occasions or seasons such as Eid ul Adha and Eid ul Fitr. However, our S A H A basics is released every month due to its high demand in the market and the same goes for Erraz.
S A H A stocks its products at their factory in Bangladesh and is available for purchase all over the country via their website www.saha.com.bd.
The brand caters to different cities and also experiences a huge spike of clients from Chittagong as well.
IMPACT OF COVID-19
All fashion and textile industries were heavily impacted during the pandemic.
Keeping in mind the same, and in an effort to stay afloat, S A H A gave its employees extra benefits in order to help them sail through this difficult time.
Commenting on the same, Natasha said, “Through the help of marketing and the support of our kind customers, we were able to stay afloat during the lockdown period. We helped our customers with at home service and at home deliveries during the pandemic, easing their process of shopping.”
With the lockdown in 2020, every business suffered but it was quite surprising how every business also managed to push through the pandemic this year.
“Women are definitely becoming more aware of looking classy and owning a more minimalist style. Hence, I definitely feel minimalism will emerge as the new thing in terms of trends and will be everywhere in the market soon,” Natasha said.