What began as simple stitching and embroidery techniques taught by Ankita’s mother Sunita to empower war widows, turned into a quaint in house boutique where Ankita grasped the intricacies of sewing, stitching, patterning among various other skills that she would later go on to using in designing garments for Saaj. The label was established in 2005 with Sunita being the core of the fashion house, who handled all the merchandising and production of goods, Avantica who used her extensive knowledge of business management to delicately steer the interface between the financials and supply chains, in order for complete transparency and accuracy and Ankita whose creative vision, designs, expertise in marketing and balancing inter personal buyer relationships created a wonderful synergy which is still present. The trio worked long hours, exchanging creative insights with one another, utilising their individual set of skills, capitalising on their collective experience with immense tact, to steer Saaj on the path to success.

SAAJ today is empanelled in the Fashion Design Council of India amongst many profound designer brands. The flagship store is located in New Delhi and the designer label houses its collections in 40 designer boutiques as well as multi designer stores across the country. The label also retails through stores all over London, New York, L.A, Australia, Canada, France, Spain, South Africa, Kenya, Singapore and the Middle East. It’s been an interesting journey from the start up till now, from their first Wills India Fashion Week showcasing in March 2010, a collection called ‘The Sounds of Leh’, which was an instant revelation of the artistic potential of the brand and from it paved the way for their next show which was held in October 2011 and brought about one of the biggest changes to the world of Indian fashion by introducing bold futuristic neon’s in their collection ‘Tangy Candy, that became an instant rage.