Accessories By Nupur (ABN), as the name suggests, is owned and run by Nupur (Batra), a young and educated entrepreneur which is rare in the apparel and textile manufacturing and export business; but what is even more interesting is the positive attitude, total grit and compassion with which Nupur is running the export house for the last four years. This commitment has resulted in her recently shifting to a bigger factory located in Noida (Delhi-NCR). She even got SA8000, an environmental compliance certification, so as to handle 30 buyers from matured markets like the US, Japan, Australia and Spain. And her next target is Dubai. Quality is her aptitude and designs are in her DNA.
Experimenting with a variety of raw material, ABN exports shawls/scarves in pashmina with tie & dye, ikat weaving, cut work with crystal applications, different motifs (more European motifs) in their weaving. “Such developments are difficult to achieve regularly but we manage by exploring remote areas for new techniques, like Pulwama in Jammu & Kashmir where some of our fabric-related developments take place. It is a process of hit-and-trial but finally something does come out which motivates buyers to work with us and fetches us better price in return,” says Nupur. Nupur knows and prefers to get the job done from particular hubs which are specialized for one particular craft and for this her education in textiles helps to explore best solutions which are unique. ABN focuses majorly on high-value business and refuses to entertain low-price, volume orders. This allows Nupur to work with lesser number of workers and concentrate on quality output for higher price points. She also connects it with the overall higher profitability which fetches her 20 to 30 per cent margin.
Running two stores in Hong Kong and one in Bangkok by its own brand name ‘ANANAYA’, Nupur also has the Indian retail market on her radar. Currently, her products are being sold online@indianroots.in
Being industry-informed and having an aptitude to design, Nupur handles design development herself, and has support from two design interns. US-based buyers accept most of her designs, while Japanese buyers do suggest some changes.
“We do not have fear of our products getting copied; buyers know that ABN aspires to do a better job than the last; more beautifully and perfectly, that too in low price, and on time. No one can copy your passion!,” says Nupur
Nupur has achieved 40 per cent growth year-on-year in her last three years and same is expected in coming years as well, as she strongly believes that only two things – mass/very basic and luxury items will survive in the market. “In fact, luxury market has consistently seen growth even in the peak of recessionary downturns. Our increased experience of working with the world’s best luxury brands and newer markets like Dubai will help us to grow further,” she averred. Focus on quality and having an attitude to serve its buyers better, also helped Nupur to earn the confidence of the buyers to continue with her and at times agree to give better price without any fuss. “We count every bead to give perfect design, and stitch every bead to ensure quality. We even prepare cartons accordingly to the shipment size for perfect packaging,” she shares.
ABN has its own work centre in Agra, offering regular employment to almost 80 people (expert in hand work) rather than allowing the work to be done at home which she thinks helps in maintaining the production target and also the quality. Nupur, sitting at her Noida office, herself monitors the work in progress through webcam. While Agra is the main hub, the company also has an arrangement for the same in Govindpuri (Delhi) when work is urgent or critical.
Bharat Tex Special Report 2026 
