A fashion design graduate from NIFT, Kolkata, Nupur Kanoi started her career as a fashion stylist and writer with luxury lifestyle magazine Verve. Her love for fashion and drive to do things differently, led to the start of her eponymous label in 2006. Her label is available across leading multi-designer stores such as Ogaan, Aza, Carma, Collage and Azra. March 2012 marked Nupur’s national runway début at Lakme Fashion Week. Celebrities like Alia Bhatt, Aishwarya Rai, Sonam Kapoor, Karisma Kapoor, Kareena Kapoor, Neha Dhupia, Kangana Ranaut, Priyanka Chopra, Aditi Rao Hydari, Freida Pinto, Shilpa Shetty, Sara Ali Khan, Parineeti Chopra and Chitrangada Singh have actively endorsed the label since then.