Fashion & Lifestyle, FT Special

Fulfilling every needs of a modern trend, FAD has emerged with an aim to provide branded clothes at minimal rates.

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The fashion world is getting limitless and demanding each passing day. The generation is growing in every aspect to keep themselves updated with the trends.

FAD is a start up with limited resources but it aligns all its strategies keeping in mind the following visions:

  • To make clothes, bags and fashion accessories available in stores and online at a very competitive price.
  • To be the largest indigenous fashion Brand in India as per the “Make in India concept” (all fabric will be sourced or procured and made in India only)

Clothing, fashion and lifestyle are the basic necessities of a normal person. Fashion brands and lifestyle industries have boomed within a decade. Teenagers, youngsters and adults have different likings, taste and needs for clothing. Some prefer international brands, some are happy with the lifestyle range of a designer; whereas some need good and trendy clothes at cheap rates.

The lady entrepreneur, Kritika Chaturvedi runs the lifestyle brand FAD to promote women and fashion. A brand like FAD exists not because of some inspiration or fashion idols, but because of Kritika’s faith in herself.

Kritika Chaturvedi, founder, FAD
Kritika Chaturvedi, founder, FAD

The FAD Team’s aim is to revolutionize the fashion trends of the Indian market by bringing high end clothes and fashion accessories in the Indian market at a very affordable price so that it is in the reach of the middle sector of the customer base. Also FAD caters to the high end customer with something that is novel and creates a statement which will be termed as FAD- Not for Everyone.

Fulfilling every needs of a modern trend, FAD has emerged with an aim to provide branded clothes at minimal rates. The apparel has good quality and different colour contrasts which other brands might not have. FAD is diminishing the differentiating line of the society between rich and middle class.

It’s bringing people from different culture, region and ethics to the same lifestyle platform.

FAD is focused on online, wholesale and retail business. It plans to enhance the clothing and lifestyle of people by bringing the latest trends clothes, bags and various fashion items. FAD will also come up with an online portal available 24 X 7 to the internet friendly customers. It is a virtual online market place facilitating easy buying and selling. FAD aims to tap the growing International and Indian consumer goods market.

FAD plans to start with its presence in the major retail chains like Pantaloons, Shoppers Stop, Reliance Trends, West Side, Lifestyle in major cities of India and then increase its regional base to various other cities of the country. FAD’s apparels are cherry on the cake because of its neon and bright shades which other brands don’t maintain the variety of.

According to Kritika, FAD’s mission is to provide high quality fashionable clothes and bags; produced in India, at very reasonable prices. These will be available at store to help customer check the product and buy and also online door step delivery by making a purchase through the web portal. FAD will taps the unattended needs of the people who do not have that capable purchasing power but still wish to have classy and affordable clothing and lifestyle items. The portal will come handy to consumers who find internet shopping convenient due to many unavoidable reasons. Their foremost mission is to provide convenience to the customers followed by best value for money backed by quality and satisfaction.

One of the collections of FAD's designs
One of the collections of FAD’s designs

FAD wishes to be of the biggest Indigenous Fashion brands of India. FAD will be sourcing/ procuring all its raw material from various parts of the country. The whole collection and its manufacturing will be given to an India based manufacturing unit that is based in Bhandup, Mumbai. So the entire range will be indigenous.

They also plan to tie with various E-commerce portals like Myntra, Flipkart etc and retail chains like Shopper’s stop, Pantaloons, West Side and other leading retail chains. Apart from that FAD also plans to open its own stores in various cities.

At the moment, FAD is also coming up with an e-commerce portal, where customers have the ease to buy products of their choice with the ease of being at home. The product will be checked and sent to their respective shipping address. Also the portal will have separate login tabs to our wholesalers’ distributers. On the website they will be able to check upcoming range, inventory, pending orders, pending payments etc. which makes the business easy and transparent for all those working with us. We also plan to come up with a small contact center for the ease of our customers shopping through various shopping portals or through our website. (

From women/girls aged between 19 years and above to women with children to women who are not tech savvy since they have to be educated about internet and its usage, FAD caters to every person’s needs and accessibility.

FAD doesn’t create differences, rather it joins people into equality.