About us

NUPI’s journey began after a series of setbacks in our earlier ventures. In 2022, our crocheting and knitting brand, ‘Woollylove’, pivoted into what is now NUPI — marking a shift not just in product, but in purpose.

We reimagined ourselves as a contemporary women’s wear brand — a fusion of ethnic styles inspired by Northeast India, expressed through modern silhouettes. Our intention was to create pieces that bridge cultures — designed for women across the country, while thoughtfully drawing from Northeast motifs and textiles.

What followed was a turning point. NUPI found resonance, with a growing demand for our sarees and designs. Today, the brand has a flagship store in Imphal and a studio in Guwahati. What began as trial and error has evolved into a journey of clarity — and we’re only just getting started.

NUPI stands apart as one of the few brands in Northeast India bringing premium ethnic fusion contemporary women’s wear to the world of fashion retail. We don’t design traditional attire like others — we create modern pieces that take motifs and styles from Northeast India and make them accessible — through contemporary silhouettes and designs that any woman, anywhere in India, can effortlessly wear. This is what truly sets us apart.

Moving away from traditional wear and choosing to celebrate Northeast aesthetics on widely adopted ubiquitous garments such as a saree is a deliberate and strategic choice — one that gently dissolves barriers of drape and silhouette — to invite a wider audience into the rich world of exquisite Northeast designs. By reimagining form without diluting essence, we create pathways for those who may have long admired from a distance, yet hesitated to wear owing to the unfamiliar form and drape of the traditional wear.

Our mission at NUPI is to become a leading success story from Northeast India — a region still underrepresented in the national fashion scene. We aim to be known across the country as a brand from the Northeast that offers a fusion of Northeast Indian and India’s broader ethnic wear — not just clothes, but a cultural blend made effortlessly wearable by women everywhere. At the end of the day, we aim to bridge the gap between Northeast India and the rest of the nation.

Our vision is to become the ‘W’ or ‘Biba’ of Northeast India — expanding into premium malls with retail stores across the country, bringing this vision to every corner of India.

We’re known for a ‘signature use of color’ — starting from minimal, elegant tones to occasional vibrant pops — so much so that we’re celebrated for the love women have for our color palettes. Beyond color, we focus on fabrics that are breathable, soft, and light — designed for the active, ambitious woman. Every piece is created with comfort at its core, ensuring that she feels confident, stylish, and free to move through her day.

We offer a diverse collection of sarees — office wear, occasional, and classic basics — alongside curated kurti sets, co-ord sets, and elegant one-piece dresses. Additionally, we specialize in office wear blouses — both ready-to-wear and bespoke, custom-stitched in our physical stores.

The women we design for are dynamic, ambitious, and aged 25 to 55 — whether they’re young professionals, established leaders, or active homemakers. They seek fashion that supports their ambition — blending elegance, comfort, and cultural inspiration for every part of their life.

There is a deep cultural connection at the heart of NUPI. We recognize that Northeast India’s textiles, motifs, and designs have largely stayed within their own borders. That’s why we’re committed to sharing this rich regional artistry with the world. While we are proudly rooted in Manipur, where we began, we envision expanding gradually — bringing the beauty of all Northeast India to the broader world.

As of May 2026, over 5,000 NUPI sarees have been worn and counting, more than 1,000 blouses have been stitched, and over 500 kurti pieces have been worn — all as we continue to grow and connect with women across the country.

Our present focus for NUPI is to continue growing steadily at a considered pace. Right now, we’re focusing on opening a beautiful, premium store in Guwahati, and as we build, we have aspirations to expand to cities like Hyderabad, Bangalore, and Delhi — step by step, bringing NUPI to more women across India.