Born in Banaras, brand Desidhaga stands for fashion that is modern yet rooted in Indian tradition. Each and every fabric is carefully handwoven and brings with it the cultural heritage of the local artisans of Banaras.
The two sisters, Tanya Singh and Soumya Singh never started Desidhaga with an entrepreneurial venture in mind. During her college days, Tanya was fascinated by the old pictures of her nani maa (grandmother) in Banarasi sarees. Both the sisters recreated their nani’s pictures using the same sarees and this is how Desidhaga was born on Instagram.
An effort to revive Indian fabrics and silhouettes
The millennials see a saree as a fabric meant for weddings, festivals or maybe cocktail parties. The two sisters wanted to change this perception. They have always felt extremely comfortable and in fact a tad bit more confident in a saree.
Sarees are timeless and can be styled to give a traditional yet modern look. From light weight tissue silk to the heavily embellished Banarasi Silk sarees, there is a fabric for every weather and occasion.
Most people have a hard time deciding the right fabric. That’s when the two sisters started posting details about the fabric and the right time of the year to wear them. And slowly people started consulting them for styling tips!
From hobby to business
The transition point came when a brand approached them for collaboration. This is when Desidhaga shifted from being just a hobby to a small business.
Then in November 2018, their nani maa suggested turning Desidhaga into a venture. They had butterflies in their stomach at the thought of running their own business, but decided to take the plunge.
Efforts to save the indigenous artisans of India
They have always preferred the carefully crafted hand-woven fabrics over the ones made from power-loom. And that’s why they decided to work with the local artisans in Banaras. They carry with them generations of expertise and their art truly represents the cultural heritage of India. Sarees are not just six yards of fabric; they are a cultural capital.
With fast fashion and synthetic fabrics becoming the new trend, Tanya and Soumya wanted to do their bit to save the environment. That is why they decided to only work with fabrics that are 100% sustainable and organic. Desidhaga stands for fashion that is evergreen and long lasting.
The Singh Sisters
Tanya was working as a graphic designer in a well-established firm and in March 2019, she quit her job to work for Desidhaga full time. Just like Tanya, the younger sibling Soumya also decided to fully commit herself to Desidhaga after completing her studies. It is an entirely home run business and their team consists of the two sisters, Tanya Singh and Soumya Singh, their mother and grandmother.
Though you will mostly see Tanya Singh in all the photo shoots, products descriptions and social media posts, Soumya hustles behind the scenes. From helping in photo shoots, to handling finances and operations, she is literally Desidhaga's backbone. She is also the developer for Desidhaga's
website and needless to say, manages the website on a daily basis.
Desidhaga has been able to grow into a business from just being an Instagram page because the two sisters, Tanya Singh and Soumya Singh became each other's strength.
Reflection of Banaras
Born and bought up in Banaras, Desidhaga reflects the rich cultural traditions of this small city situated on the banks of the holy river Ganga. And this is how they started their journey, a journey towards elegance, six yards at a time.