sunila joshi a consultant in hyderabad first discovered the farida gupta ethnic wear label online on social media two years ago an enthusiastic mall goer she was quite wary initially but the experience has been satisfying in terms of both fits and the exclusive ethnic handcrafted patterns and embroidery the customer service of the brand is what i find appealing and they actually added on a new xl plus size that i needed says joshi who has since become a loyal customer of the online handcrafted ethnic wear label farida gupta a homemaker in delhi with a passion for indigenous crafts and artisanal products founded the eponymous label over six years back as a training centre for women personally teaching them embroidery techniques even before i formally launched the label i was running a training centre at home i sourced the fabrics from various traditional handloom centres such as bagh mp akola maharashtra ajrakh kutch and gujarat chittorgarh rajasthan and bagru rajasthan before embellishing the womens ethnic garments with embroidery recollects gupta whose label still carries on the signature tradition of blockprints and hand embroidery curated space in the initial years gupta was focussed on holding exhibitions across the country as the only channel to sell her productslater she opened outlets at the tony meherchand market lajpat nagar and hauz khas village in south delhi it was when her son sahil gupta joined as business head in april 2016 that the entire business model was changed and operations went completely online we shut down all the outlets and are not investmentheavy anymore we are now following a business model of 100 online sales says sahil gupta he created a robust digital team hiring top professionals from various ecommerce companies we have domain expertise in sourcing and creating the best artisanal products now with a strong digital team we have endtoend control and hope to reach out to indian women overseas in a big way by the end of this year the 100 digital model has helped the company find a level playing field with larger players in the market it claims to have serviced 30000 customers at an average of 200300 orders being placed daily and an annual turnover of 2 million last year farida gupta continues to remain bootstrapped and is looking at brandbuilding through creating more social media content the founders daughter sana gupta too has joined the business and leads design development through use of fresh colours and creating her own printing blocks elsewhere jaypore which has emerged one of the largest online platforms in the curated handcrafted and artisanal products space was conceived by shilpa sharma who had spent many years in the retail industry puneet chawla a techie with extensive experience in the ecommerce space and aarti jesrani who had founded hopscoutcom a daily deal online store came on board in 2012 to form the core team private labels initially jaypore was created as a platform to present exclusive collections to customers in