Witnessing a humble beginning from just a room in her house, Neha Madan’s journey towards owning a most-talked-about boutique in the capital city, is an example of how passion for fashion led this woman-of-substance to run ‘Couture by Neha’, fully equipped with in-house embroiders, tailors and dyers who design customised outfits for women, men and children
“Fashion isn’t just clothes; it is a medium of expressing your true self,” believes Neha Madan who was born with fashion in her DNA. Her mother owned a boutique studio, and as a kid Neha spent long hours helping her mom while her sisters went out to play. From a young age, she knew she wanted to do something in the fashion industry. She started off designing for her own self and wore what she was comfortable with, not bothering about what someone else was wearing and this was the philosophy foremost on her mind while starting ‘Couture by Neha’.
Neha initially pursued interior design, but it didn’t excite her. So to gain foundational skills in fashion, she completed a diploma in fashion designing which helped her explore garment creation and styling. The honours degree she holds in Psychology has been instrumental in understanding customer behaviour and fashion choices. She primarily customises outfits based on client preferences, covering a wide range of styles – casual, party wear, ethnic, festive, wedding attire, and more, catering to all age groups and genders.
Neha always had an interest in fashion. Friends and relatives loved her dressing style, and some would even steal her clothes! When she moved to Goa, she started designing and procuring her outfits to match her style. That’s when friends started asking her to make clothes for their special occasions, and that was the spark for ‘Couture by Neha’, reveals the now 42-year-old Neha whose husband Dhruv motivated her to take the leap and open her own store in Panaji thus taking the next step in her journey.
Years back, Neha’s first client was a friend who admired her outfit. Initially, the friend asked where she bought it from, but after learning that Neha had designed it, she immediately requested the same design for herself. As Nehal recalls, “I was at a party, and one of my friends came up to me and asked me which designer I was wearing. I told her I designed it myself, and she immediately told me to recreate the exact same dress in her size. That was my first order! From there, word of mouth has helped me expand immensely.”
Neha initially worked from home for six months before renting a small studio apartment, where she operated for more than five years. Eventually, she took the leap and opened her own store eight years ago in Panaji. “Back when I started, social media was not as prominent—rather, just Google Ads—but I didn't want to spend too much money initially, so I relied on word-of-mouth marketing. Over the years, I have built a loyal customer base. Now that I understand there is a clear need in the market, I intend on building my own website and launching various marketing campaigns too,” she asserts.
Initially, Neha’s clientele consisted of friends, acquaintances, and referrals. After opening the store, it has become a lot more diverse, including clients who saw her content on social media, walk-ins, tourists, and more. “We have loyal customers from around India who visit my shop once-a-year to get a collection made. Alongside this, we’ve also had customers travel all the way from the US and UK to get Indian clothes made,” states Neha who ensures that her designs cater to a broad audience, focussing on custom orders and personal styling, currently.
Neha has seen that foreign clients often prefer traditional Indian wear, embracing cultural designs, while local clients are more trend-driven, influenced by Instagram and global fashion movements. Her team of 10 includes two girls at the store and eight tailors. For quality control and efficiency, Neha manages to do all processes, including dyeing and embroidery, in-house. While some level of industry knowledge is expected, Neha also provides on-the-job training to her team for maintaining high-quality craftsmanship.
Neha and her team ensure that budget isn’t a problem; pricing and affordability are among many factors that differentiates the store from the rest of the fashion houses. The team is ever-ready to accept challenges. Neha shares an incident that gifted her a joyful moment. It was one of her most memorable outfits – wedding attire, designed for a bride. The bride had been working with another designer, and was not happy with the outfit as it was not up to the mark. She rushed to Neha at the eleventh hour. And Neha’s team succeeded in creating an outfit that met the bride’s expectations. “It was wonderful being able to help the bride feel confident and on top of the world on her special day,” smiles Neha.
Fashion trends are largely dictated by global fashion shows, but Neha believes that her generation, as well as the younger generation, wants to wear what makes them feel comfortable and confident. “I see immense potential for Goa as a fashion hub. With increasing tourism, destination weddings, and baby moons, the demand for customised outfits is growing rapidly,” exclaims Neha who has a tip for the youngsters who wish to carve a niche in the fashion industry.
“Stay informed about fashion trends, be innovative, and offer unique perspectives. Understanding client preferences and staying adaptable is the key to success in the fashion industry,” she advises and reveals her own plans of expansion. “I wish to expand my brand by participating in fashion exhibitions and strengthening my online presence through social media and a website to reach a broader audience.” Indeed, being new to the retail market is a challenge or rather a stepping stone in the journey to dressing up all of India. From the small flat from where she started out to this store, Neha has come a long way, and has yet to cross many more milestones till she reaches her targeted destination.
