Ada conceptualized the art of chikankari on a different, albeit traditional platform. Ada brought together the finest artisans who were otherwise getting drawn to other professions, to craft breathtaking chikankari designs on finest fabrics, which became a delightful appreciation for the cognoscente. To break the monotony of chikankari on a dress, a fusion of ‘Zardozi’, ‘Aari’, ‘Abla’ and 'Kaamdani' with 'Muqaish' is put together to enhance the beauty of the product.
Ada took their customer’s chikankari experience to newer heights by transforming its retail outlet to a sprawling showroom decorated in a real-time Lucknawi ambience, complementing their large collection of chikankari designer wear. Ada opened its windows to the world through an online store not only to diversify into myriad cultures but also to educate people about this art 'Chikankari' which is only manufactured in Lucknow and not replicated worldwide.
Ada’s aim as a company has been to deliver this unique handicraft globally at Lucknowi prices at everyone’s doorstep while ensuring they get an opportunity to enjoy the complete experience of Lucknawi Chikankari. This effort extends to support the 30,000+ women artisans that are associated with Ada to ensure they have an equal opportunity at self reliance and financial independence.
A third generation entrepreneur, Vinod K Punjabi is accredited to be a pioneer in reinventing “Classical Chikankari” for today's audience.
Vinod has over thirty years of experience in the ethnic retail industry in India. He started his professional jounrey by revamping his family business when he founded the new creative direction for Saree Bhawan, (1939-2018) a curation oriented retail brand popularly located in the high-street for women's formal and bridal wear.
He has contributed to his local trade community in various capacities including as Senior Vice President, Lucknow Vyaapar Mandal; the President of Hazratganj Trader’s Association; and a Charter Member of TIE (The Indus Entrepreneurs, not-for-profit entrepreneurs organization from Silicon Valley) that have allowed him to pave new avenues to improve and streamlining unorganized ethnic markets.
As an active member of the Managing Committee of Hari Om Mandir Lucknow, Vinod affirms his steadfast devotion to giving back to society.
His commitment to revive, sustain and empower the Chikankari Craft led him to bring together a team of 'kashidakars' (embroiderers) to actively practice certain stitches which were declining towards oblivion, ensuring application of the best and latest marketing techniques to map this craft globally, and in the process, empowering them to improve their standard of living. As Senior Vice President, Lucknow Chikankari Handicraft Association, he has successfully powered trough momumental chnages for the handicraft on a global platform. He was instrumental in coordinating with government institutions to allow for Lucknow Chikan Craft to recieve GI Tag and an HSN code.
Rhea has played a pivotal role in digitalizing the craft of Luckow Chikankari by enhancing available content surrounding the craft of Lucknow Chikan. She took on the responsibility of raising awareness about the labor-intensive nature of the craft at a time when the internet was blurring the lines between authentic and machine made alternatives.
Ada began to create and garner their social media presence in 2008 under her guidance, and has a tremendously growing digital presence across social media platforms, published media articles and press coverage. She has worked with Meta India on various published projects to document and comment on the impact of social media and e-commerce business in India.
A proactive member at TIE (The Indus Entrepreneurs, not-for-profit entrepreneurs organization from Silicon Valley) and Ficci Flo (a division of the Federation of Indian Chambers of Commerce and industry, the apex body of industry and commerce in India) Rhea has participated actively in various initiatives and workshops conducted to foster entrepreneurship and social impact.
Her goal is to digitize information on the craft and the communities who create it and to continue finding new ways to empower those who truly represent the craft, the hard working 'kashidars’ and the 'artisans'. To share the craft's labor-intensive processes with the end-consumers to communicate the complexities of of fabric shaping, block printing followed by embroidering, washing and finally, finishing garments to make them shelf ready.
Our flagship store expanses over 20,000 sq ft to cover a wide range of products across categories. We re-create an elaborate all-encompassing royal Awadhi feel at our stores to enhance our customer’s shopping experience while picking out their favourite Lucknowi outfit or accessory.
Ada is proud to share that we are associated with over 30,000+ artisans and have already delivered Lucknowi craft products to over 10,000 pin codes within India and to over 60 countries globally.