About Us
About Us
Hella Fashions is a contemporary Indian ethnic wear brand that celebrates traditional textiles designs while embracing modern style. The brand offers a wide range of sarees, dupattas, and ethnic apparel designed for women who love trendy, fashion-forward looks.
Focused on affordable, fast fashion, Hella Fashions creates pocket-friendly styles that cater to women across age groups. The designs are versatile, stylish, and easy to wear, making them perfect for today’s dynamic lifestyle.
With collections suited for everyday elegance, festive occasions, and weddings, Hella Fashions aims to make ethnic fashion accessible, stylish, and relevant for the modern woman.
About our founders
Apurvi
Apurvi brings over 23 years of experience in launching, scaling, and managing some of India’s most iconic fashion brands, including Levi’s, Allen Solly, Myntra, and Paytm. With a strong background in category management, marketing, and business strategy, she has honed her expertise across multiple facets of the fashion industry. At Hella Fashions, she oversees the business, category development, and marketing, ensuring the brand stays true to its vision of blending India’s rich cultural heritage with modern aesthetics.
Nicholas Dias
Nicholas has 25 years of extensive experience in the fashion retail industry, having worked with renowned brands like Allen Solly, Louis Philippe, Van Heusen, and Peter England. Specializing in retail and warehouse operations, he plays a key role in streamlining Hella Fashions' logistics and ensuring efficient warehouse management. His expertise ensures that every Hella Fashions product reaches customers with the utmost care and quality.
The Founders’ Vision
Together, Apurvi and Nicholas bring almost 50 years of combined industry experience to Hella Fashions. Their shared vision is to preserve India’s rich artistic traditions while making them accessible to modern women worldwide. Hella Fashions is their passion project, combining their individual strengths to celebrate India’s timeless art forms and ensure their legacy lives on.
