Fashion Insider: Singaporean brand Nimbu on celebrating Deepavali with sustainable childrenswear
Embracing tradition and sustainability
Sustainable fashion is no longer a novel concept, as many brands have embraced eco-friendly practices—sourcing sustainable materials, collaborating with like-minded organisations, and adopting made-to-order models. But how often do we see designers prioritise sustainability, especially during festive seasons?
This is where innovative brands step in to redefine the narrative. One such brand is Nimbu, Singapore’s first circular clothing brand for children. Known for its vibrant, hand-crafted products, Nimbu offers sustainably crafted premium cotton clothing, toys, and accessories for kids up to 14 years old.
In celebration of Deepavali, Nimbu has introduced ‘Jashn,’ a heartfelt tribute to the treasured moments created during this festive season. Each piece is lovingly handcrafted by skilled artisans in India, with every pattern—particularly the exquisite hand-blocked designs—radiating its beauty. The collection also includes matching sets for the entire family.
In this edition of Fashion Insider, we spoke with founder, Kriti Gupta, to delve deeper into the brand and the latest Deepavali collection. We uncover the inspiration behind ‘Jashn,’ her favourite piece, and her dream collaboration.
Kriti Gupta, founder of Nimbu
What was your first memory of fashion?
“My first memory of fashion isn’t tied to the runways or designer labels—it’s deeply rooted in my childhood in Kanpur, India. Every occasion, from festivals to family gatherings, is marked by beautifully crafted clothing. My mother and grandmother would carefully select fabrics, skillfully matching colours and patterns. We would visit local tailors who brought these visions into reality. Fashion became a vibrant expression of our culture, roots, and family traditions.
To me, fashion has always been about connection, expression, and storytelling, and that sentiment has stayed with me. Although I initially pursued a career in engineering, my passion for craftsmanship, vibrant designs, and sustainable practices lingered in the background.
Now, as a mum and founder of Nimbu, I see those early memories coming full circle. I have the opportunity to create beautiful, sustainable clothing for kids that honours the cultural richness of my roots while promoting a more responsible way of living.”
Who have been some of your role models or inspirations, and why?
“Some of my greatest role models and inspirations have come from different stages of my life. Growing up in India, my mother and grandmother were unwavering sources of inspiration. They were resourceful, always finding ways to extend the life of our possessions and maximise what we had—whether through repurposing fabrics or managing our household with care. They taught me the value of sustainability long before I even knew the term.
In my professional life, I’ve been inspired by leaders in sustainability, especially those who blend innovation with purpose. Working in sustainable mobility allowed me to collaborate with individuals genuinely committed to a greener future. Watching them use creativity to tackle global challenges sparked the idea of bringing that same spirit of innovation into my own life—ultimately leading to the creation of Nimbu.
Additionally, becoming a mother brought an entirely new perspective. My child inspires me daily to work toward a better, more sustainable world. Watching him grow has deepened my sense of responsibility to create a future where we value resources and make thoughtful choices—not only for ourselves but for the next generation.”
How did you get started as a designer and what inspired you to launch Nimbu?
“I have always been deeply passionate about sustainability, and for over a decade, I led sustainable mobility initiatives at the Economic Development Board of Singapore. It was my dream job—exciting, purposeful work that allowed me to champion greener solutions. However, over time, I began to feel a growing disconnect between the sustainable impact I was making at work and the reality of my life at home.
I would come home to a house overflowing with clutter, especially after my child was born. One day, I stood in the guest room, feeling completely overwhelmed by the sheer amount of items my baby had accumulated in just a year—most of it barely used. That moment hit me hard. I realised just how much waste we were unintentionally generating as a family.
I wanted to bring that sustainable philosophy I was promoting at work into my personal life. The challenge was finding an easy way to give these items a second life. That’s when the idea for Nimbu came to me—a platform designed to help families like mine embrace sustainability at home.
Nimbu became my means of aligning my values with my professional expertise, marking the beginning of my journey into fashion and sustainable products for kids.”
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Can you share more about your latest Deepavali collection, Jashn? What was the inspiration and what was the creative process behind it?
“Jashn is a celebration of joy, culture, and the festive spirit. The name itself means ‘celebration,’ perfectly capturing the essence of Deepavali—a time filled with family gatherings, rituals, and traditions. I wanted the collection to embody this essence, honouring our heritage while offering pieces that are comfortable, modern, and versatile.
The creative process was inspired by my childhood memories of Deepavali in India—the vibrant colours, the intricate patterns of rangoli, and the way everyone would don their finest attire to celebrate together. I wanted to capture that sense of festive warmth in each piece while adding a fresh, modern twist that reflects the multicultural vibes of Southeast Asia.
Our collection features rich, sustainable fabrics such as premium cotton, with designs that merge traditional Indian motifs and playful, contemporary touches. Whether it’s flowy lehengas for little girls or kurta pyjama sets for boys, each piece is crafted to be as comfortable as it is festive. This collection is designed not only for Deepavali but also to be worn and cherished long after the celebrations have ended.”
What is your favourite piece from the collection, and how will you style it?
“My top pick from the ‘Jashn’ collection is the Zoya Women’s straight-fit kurti with pants. I find its simplicity incredibly elegant, and I’m particularly drawn to the white gold colour. It’s beautifully muted, giving off a refined, understated charm without being overly flashy. The light tones are perfect for our hot weather, ensuring breathability, and comfort while still looking stylish. I love the versatility of this piece, as it can easily be paired with statement earrings and traditional juttis, or kept casual for a day out with simple flats and minimal jewellery.”
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What is the biggest lesson that you have learned since you started Nimbu?
“The biggest lesson I’ve learned since starting Nimbu is the importance of patience and adaptability. Building a business centred on sustainability isn’t a straight path. There are constant challenges—whether it’s sourcing the right artisans, ensuring high-quality products, or educating customers on the value of circular fashion. Progress can sometimes feel slow, but I’ve come to realise that staying committed to your vision, even in the face of setbacks, is crucial.
Other than that, I strongly believe in the power of community. I’m grateful for partners like Dia Guild, who share the same ethos and commitment to sustainability and artisan craftsmanship that Nimbu stands for. Collaborating with like-minded brands has strengthened my belief that together we can achieve more, reach a broader audience, and make a positive impact.
Above all, I’ve learned that success isn’t solely measured by numbers; it’s about fostering meaningful connections and staying true to the core values that inspired me to launch Nimbu. This journey has taught me that by prioritising ethics and community, I can create something that resonates far beyond simply selling clothes.”
What is your dream collaboration?
“My dream collaboration would be with a brand or designer who shares a profound commitment to sustainability and cultural storytelling. I envision partnering with an artisan collective specialising in traditional crafts, enabling us to create a unique collection that celebrates our heritage.
Collaborating with an organisation like Dia Guild is particularly exciting. Their dedication to honouring and promoting ethical brands aligns perfectly with our values. They have been instrumental in helping us expand our presence beyond Singapore to Malaysia and beyond. Moving forward, we hope to partner with other platforms to stock our products and broaden our reach, connecting with more families who value sustainable fashion.”
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