We caught up with the brilliant and insightful Noopur Luthra a few weeks ago and have shared our conversation below.

Alright, Noopur thanks for taking the time to share your stories and insights with us today. So let’s jump to your mission – what’s the backstory behind how you developed the mission that drives your brand?

At NAZARAA, we’re reimagining traditional South Asian clothing for today’s free-spirited individuals. Our mission is to make culturally-inspired fashion more accessible & relatable, celebrating roots while bridging cultural gaps in a fresh and inclusive way.

I was born in India, raised in America, and I’m deeply connected to both.

I’ve always been into fusion styling and heavily connected to my Indian roots, but I felt like I never had great options for homegrown labels (especially price accessible ones) cultivating a *casual* fusion aesthetic for us to appreciate proudly. Since college, I’ve wanted to create something that not only reflects my culture, but also something that could be worn beyond the boundaries of those spaces.

Growing up between two cultures, I’ve always identified as a “hybrid” (as I know so many others do), and I wanted to create something that embraces my roots while reflecting who I am today—while also opening up that space to others. Comfort has always been a personal priority, so it was equally important to me that these designs be practical for everyday wear.

Ultimately, I want to make South Asian fashion accessible, not exclusive. I want these pieces to feel effortless no matter where you wear them—whether it’s a birthday party, date night, or anything in between. But above all, I hope that when people wear NAZARAA, they feel confident, comfortable, and truly at home in themselves. :)

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

Honestly, I never thought I’d be here. Even though I had the idea for Nazaraa in college, I was a 20-year-old biology major at the time, fully convinced I was going to be an optometrist. I hated all of my science classes, but I had never imagined a creative career path for myself (and, unsurprisingly, neither did my Indian parents lol). Ironically, I even declared a studio art minor just to get a break from cells and molecules.

There’s always been a creative side to me, so after some exploration and discovering a passion for marketing, I finally decided to turn my original dream into reality. I told my parents I was taking a “gap year” before applying to optometry school, and that gap year pretty much turned into my marketing career. I started at a boutique agency in Atlanta, never looked back down the healthcare path, and eventually moved to SF, where I became a marketing director at a tech startup. Most recently, I also led marketing efforts as the CMO for the first-ever South Asian New York Fashion Week in 2022. That was one of the most insane experiences of my life, but it showed me just how much creativity and innovation exists in South Asian fashion today. Seeing so many incredible designers bring their vision to life really inspired me to take the leap with Nazaraa.

I’d always felt like there was a gap in South Asian-inspired fashion—something that felt culturally rooted but still modern and wearable for everyday life. Indo-western designs (gowns, pant sarees, embellished jumpsuits, etc.) are beautiful, but they’re still investment pieces that you only wear a handful of times (at most). I wanted to create something that was affordable, accessible, and practical for everyday wear—so long story short, Nazaraa is my way of bridging that gap. These styles feel effortless, creative, and true to who we are today—something I personally wished existed growing up.

Fast forward to 2023: I left my full-time job, flew straight to India, and started experimenting with my designs. I’ve been traveling back and forth ever since, most recently spending around six months there working on Collection 1. It’s been a process for sure, but Nazaraa officially launched in July 2024, and as I answer this, I’m back in India working on Collection 2.

At its core, Nazaraa is about making South Asian fashion more approachable, comfortable, and seamlessly integrated into our daily lives. What sets us apart is that we’re not just making one-off outfits for special occasions—we’re designing pieces that can be styled up or down, worn to a festival or on a random Tuesday, and ultimately, whether it’s about staying connected to your roots or appreciating a culture beyond your own, Nazaraa is about celebrating cultural expression through fashion—without feeling confined by it or worrying about getting it “wrong.”

This entire journey has been a complete switch-up from what I thought my life would be, but I’m excited for this era. I always feel like I’m kind of winging it, but the support I’ve received so far has been incredible. I’m grateful for every step, every mental breakdown, and every lesson along the way. Excited to keep sharing as I figure it all out (although, does that ever actually happen?).

We’d really appreciate if you could talk to us about how you figured out the manufacturing process.

Oh man…yes, I do manufacture my products, and honestly, this part of the process has been the bane of my existence. I love the creative aspect of designing, but actually producing these pieces is a whole other side of the story.

Everything so far has been produced in India because I knew I wanted to work with Indian fabrics, but in a way that made them more practical. I love the intricate patterns, mirrorwork, embroideries, and textures of traditional Indian designs, but the biggest issue I’ve run into is that they’re not always the most wearable. A lot of these fabrics bleed color, shrink easily, and most are dry-clean only, which doesn’t really fit into an everyday wardrobe.

Since I’m designing for a Western market, I also want to solve some of these problems. My goal is to take the elements I love about Indian textiles and bring them into pieces that are comfortable, ideally machine-washable, and practical (also, a plug for the pockets in every single piece!). I haven’t fully solved this yet—since I’m still a small brand, meeting MOQs (minimum order quantities) for custom fabric processing is tricky—but I’m working to find the best balance between traditional craftsmanship and modern wearability.

Right now, I’m testing things out with a few different vendors, and honestly, everyone’s process is a little different. It’s been a lot of trial and error as I figure out what works, but I’ve definitely learned more than I ever expected about fabric dyeing, processing, and production. Some of the lessons have been expensive (RIP to the fabrics that didn’t pan out), but hey, it’s all part of the process—just taking it one step (and fabric mishap?) at a time.

How did you put together the initial capital you needed to start your business?

I’m completely bootstrapped at the moment—everything is coming straight out of my personal savings account, and honestly, it feels like that account is evaporating. 😅

Like any product-based business, I knew there would be a big upfront cost and that it would take some time to make it back (we’re getting there! I believe it). This has been years of savings that I’m now pouring into Nazaraa. My dad has always drilled into me to save at least 20% of every paycheck since I started working, and I feel like that pro tip is the only reason I’m even able to do this right now.

Of course, I don’t want to blow all of my personal savings on this either (and they’re definitely not unlimited haha :’) ), so I’m also applying to grants when I can. We actually got a small one from the Pinterest India Inclusion Fund last year, and I’m actively looking for more funding opportunities this year. This is my first time down the entrepreneurial path, so I’m also learning more on this side along the way!

Money is definitely a big part of all of this, and while it’s stressful (and my mom definitely wishes I’d used it for something more practical, like a down payment on a house), I’ve mentally prepared myself to be in this phase. I want to give Nazaraa a real shot and do everything I can within my means to make it work.

Contact Info:

• Website: https://nazaraa.com/
• Instagram: https://www.instagram.com/wear.nazaraa/
• Facebook: https://www.facebook.com/share/17x9LJPT14/?mibextid=LQQJ4d
• Linkedin: https://www.linkedin.com/company/nazaraa/
• Youtube: https://www.youtube.com/@wear.nazaraa
• Other: https://www.tiktok.com/@wear.nazaraa

Image Credits

Shantanu Sharma, Shabad Sarin