There are some words that transcend the language barrier, some that resonate with multitude of cultures regardless of the boundaries; where the word in itself becomes the source of joi de vivre.


‘Msafiri’ is one such word. It means a ‘traveler’ in Swahili, Urdu and Hindi.

Saniya, the petite and effervescent design graduate from Institute of Apparel Management, started her label ‘Msafiri’ in September 2016. The label has opened the doors of its first retail studio in an unassuming building in Jodhpur area now. The studio exteriors are flanked with green plants all around whereas the interiors are done up in stark white lending it a tropical feel. The love for vintage classic is visible through their selection of pale blue floral upholstery. Once you enter the studio, brace yourself for the visual delight brought in by the rich textiles from across the country.

In an exclusive conversation with Saniya, we found that the label was born out of her passion for travelling and exploring different culture, heritage and textiles of India. Her love for aesthetics and design is hereditary; her mom used to design and stitch all her clothes when she was a kid. Her latent interest soon became the primary focus and pushed her to switch from science background to design domain. After her graduation from the Institute of Apparel Management, Saniya worked with a fashion start-up called Rugberry. She was instrumental in brand building and designing of their image on their digital platform as well. Later she worked with ace designers Gauri & Nainika for a period of 2 years plus where she honed her skills as a designer, stylist and photographer. Her stint in the capital city Delhi gave her immense exposure in terms of working in Fashion weeks and attending celebrity clientele.

Cut short to 2016. Entrepreneurial bug took the lead and Saniya conceptualised on her label ‘Msafiri’. She aims at creating and curating timeless pieces of apparels and accessories for women; the ones which remind you to breathe and reminiscence the slow life in the rigmarole of everyday chaos. We often follow fashion trends but do not find modern cuts in traditional textiles. Saniya is working on creating interesting cuts with these textiles. We totally digged on her kantha work cape top that can not only work as a top but also act as a substitute for blouse for a saree and lehenga.

What does one find at Msafiri Store?

Products – Tops, stoles, dupatta, pants, sharara, palazzo, kurta that can also be worn as dress, sarees in chanderi, eri silk , linen, chikankari, tussar silk, bohemian jewellery, travel pouches and colourful juttis

Textile Craft – Phulkari from Punjab, Kaantha from West Bengal, Tussar from Chattisgarh, Chanderi from Madhya Pradesh, Chikankari from Uttar Pradesh, Ajrakh from Gujarat, Juttis from Punjab, Organic cotton from Bhuj, Block print from Jaipur and Linen from Bhagalpur.

The label will keep adding more textile rich apparels in coming months from different regions of the country.

Sizes – XS to XXL

Customization – Only in available styles

Price range – Rs 600 to Rs 18000

Our Verdict – It is an emerging affordable luxury brand where the focus is on maintaining the richness of fabric to lend a classic vibe to the apparels. They will be adding new collection every 3 months while adding new pieces to same collection every month. What are you waiting for? Head to Msafiri and pick your favourite textile from their classic collection.

Address – 22, Shyam Tirth, Jodhpur Gam Rd, Jodhpur, Ahmedabad, Gujarat 380015

Hours: 11:30 AM– 8.00 PM

September 30, 2022 — CICERONI TEAM

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