Rida Tharana Turns Her Love for Everyday Sarees Into a New Label, Built on Craft, Affordability and Limited-Edition Collections with Nari

The content creator ventures into fashion with a saree label rooted in timeless colours, thoughtful craftsmanship and a deliberately intimate approach to production

Mumbai, August 20, 2026: Rida Tharana is stepping into a new creative chapter with the launch of her own saree label called ‘Nari’, a venture born out of her longstanding love for simple, elegant Indian dressing and a desire to build something that feels personal rather than mass-produced.

The idea of starting a brand had been on Rida’s mind for some time, but she knew she did not want to build it alone. The turning point came when she met Navya Varma, whose existing work with sarees immediately resonated with her. What began as a casual conversation about building something together soon evolved into a business partnership, with the duo combining their sensibilities to create a label centred around sarees that are easy to wear, timeless and accessible.

For Rida, the brand is also an extension of her own relationship with Indian clothing. Drawn towards staples, understated silhouettes and beautiful colours rather than heavily embellished pieces.

The process took the duo beyond designing from a distance. Rida and Navya travelled together to Kolkata to understand the craft and the people behind the sarees, visiting villages where weaving is deeply embedded into everyday life and meeting vendors and artisans firsthand. The experience became an important part of shaping the label and its approach to production.

“I’ve always wanted to start a brand, but I knew I wanted to do it with somebody. When I met Navya, I found someone whose sensibility I genuinely loved and whose journey felt very close to mine. I’m incredibly excited, but I’m also nervous because this is new for me. More than anything, I want this to feel like something we’ve built with intention, rather than just another influencer brand.” — Rida Tharana

A key part of the brand’s philosophy is accessibility. Despite being founded by a creator with a large digital following, the label has consciously avoided positioning itself as a premium “celebrity brand”. Rida and Navya want the sarees to remain affordable and approachable, allowing customers to invest in pieces they can genuinely wear and enjoy.

The first offering will feature sarees in a selection of staple colours, with every saree carrying its own distinct name. The opening collection focuses on tissue and cotton, with the founders choosing fabrics and colour palettes based on what they themselves would want to wear.

The label will also take a deliberately limited approach to production. Rather than moving towards large-scale manufacturing, Rida and Navya plan to introduce small capsule collections around seasons, festivals and occasions, with limited quantities produced for each drop. Once a collection sells out, the focus will shift towards developing the next capsule rather than immediately reproducing it at scale.

While the launch begins with sarees, the founders see the label as something that can organically evolve over time, with plans to explore additional categories and techniques in future collections.

For Rida, the venture marks a move from being the face of brands to building one from the ground up, from discovering the right partners and vendors to choosing colours, fabrics and the philosophy behind how each collection reaches its audience.

“I don’t want us to look at this as ‘what do we need to drop next?’ I want us to enjoy building it. If that means smaller collections, fewer pieces and taking more time to get things right, I’m okay with that. I’d rather people feel the thought behind what they’re buying than lose that connection because we were trying to produce more and more,” Rida adds.