In an industry often criticized for its unsustainable practices, ADA has emerged as a torchbearer of ethical fashion in India. The brand’s focus on chikankari embroidery isn’t just about preserving a craft—it’s about empowering the artisans behind it.
Each ADA garment is handcrafted, reflecting the skill and dedication of the artisans who create them. The brand ensures that these craftsmen are paid fairly and work under humane conditions, setting an example for the industry at large. “We believe that every stitch tells a story, and our artisans are the storytellers,” says an ADA spokesperson.
In addition to its ethical approach, ADA’s innovative designs have made it a favorite among consumers. By combining traditional chikankari with modern elements like kaamdani and abla work, ADA creates pieces that are both timeless and trendy. This unique fusion has helped the brand build a loyal customer base, both in India and abroad.
As the world moves towards conscious consumption, ADA’s model of blending heritage, innovation, and ethics is a blueprint for the future of fashion. The brand’s success proves that it’s possible to honor tradition while embracing modern values, making it a pioneer in the journey towards sustainable fashion.
