Nidhi Munim has noticed that the Indian women have started accepting swimwear as a definite category and now work towards building their wardrobe with it and also ensuring that their figures are just right
There was a time a few decades ago when shopping for swimwear was an expensive exercise – one had to go abroad for a good brand and fit. All that has now changed and how?
One of the popular swimwear brands belongs to a petit, dynamic, designer, Nidhi Munim who has created quite a stir by turning women into Aqua Queens with her stunning swimsuits. Her debut collection in 2012 at India Resort Fashion Week created an instant impact. From then onwards Nidhi’s climb up the ladder of success has been phenomenal.
The models for the iconic Kingfisher calendar look stunning in Nidhi’s swimwear. Then it is dressing the contestants for the FBB Femina Miss India Pageant, as well as Karan Johar’s Lakmé School of Style for which Nidhi created glamorous swimwear.
Bollywood beauties like Deepika Padukone, Sunny Leone, Ileana D’Cruz, Evelyn Sharma, Aishwarya Rai Bachchan and champions Sania Mirza and P V Sidhu have been featured in Nidhi’s swim, beach and athleisure wear. She was also the panelist at the Miss India universe 2017 event, as well as the official designer for travel shows worldwide.
Nidhi’s USP is adding an exquisite touch to the idea of luxury yet affordable travel wear, besides curating honeymoon wardrobes for newly weds.
Nidhi’s colour palette moves from white to vibrant hues and then onto tropical and colourful prints. Bikinis, monokinis, tankinis and one-piece swimwear are accessorised with sheer pareos or cool cover-ups. The beachwear collections are feminine, fluid and very sensuous. Nidhi offers four collections a year keeping in mind the festive and travel seasons. Her specialty is the ikat prints, which are seen regularly in varied hues and sizes.
The target customer profile moves from teenagers to mature women in any age or size as long as they are aware and confident with a lot of body positivity. Nidhi has noticed that the Indian women have started accepting swimwear as a definite category and now work towards building their wardrobe with it and also ensuring that their figures are just right.
Since 2012, Nidhi’s brand has moved very rapidly turning it into one of the most desired “Made in India” swimwear brands not only in the country but also abroad. The label is distributed in over 10 countries across the globe and Nidhi is in the process of launching shop-in-shop outlets in luxury hotels and resorts in India.
With Goa being a popular holiday resort, Nidhi’s brand is available at Morjim, Casa Playa and Silver Sans Serenity. Besides that it is seen at the Taj Khazana outlets in Goa at Taj Exotica, Taj Fort Aguada and Taj Holiday Village. In Mumbai it’s at the Taj Khazana in Taj Land’s End; while in the Andaman and Nicobar Islands it’s at the Taj Khazana, Taj Exotica.
Prices range from Rs 1,800-6,000. Nidhi is available six days a week 10am to 7pm at her studio in Mumbai.
Nidhi Munim India
511 Business Point, B Wing, Sahar Road, Near Cargo Complex, Andheri East, Mumbai 400 099
Rating: 4 Stars
Meher Castelino is one of India’s best known fashion journalists and commentators. Long before India was recognised as the home of style and beauty queens, Meher was crowned Miss India. Way, way back in 1964! She has also mentored many emerging divas, including a certain Aishwarya Rai. Meher writes in many Indian and international publications. For Xyngr, she stylegazes every Wednesday.