About us
Brand Identity
SAFEDRANG:
A DREAM WOVEN INTO REALITY
Safedrang isn’t just my dream anymore—it belongs to every woman who believes in the magic of a saree. We’re here to break the notion that sarees are only for special occasions. To us, a saree is meant to be lived in, cherished, and worn effortlessly—because looking beautiful should never feel like a challenge.
At its core, Safedrang is a tribute to purity, tradition, and timeless elegance. The name itself, meaning “white” in Hindi, reflects simplicity, grace, and an unspoken sophistication. Our collection embodies these qualities, blending heritage craftsmanship with a modern touch.
SUSHMA SINGH
Since childhood, I’ve been enchanted by the elegance of sarees—their grace, their stories, and the way they carry a piece of tradition with them. To me, a saree is more than just attire; it’s an experience, a feeling of being effortlessly graceful. I dreamed of sarees that weren’t just beautiful but easy to wear—something that could move with you from morning to night, from work to celebrations. And that dream gave birth to Safedrang—a brand woven with love, where every piece is designed to be as versatile as the women who wear them.
Chikankari:
The Heartbeat of Safedrang
Chikankari embroidery, born in the cultural richness of Lucknow, is an art that speaks through its stitches. Traditionally done with white thread on fabrics like muslin, cotton, and silk, its patterns draw inspiration from nature and Mughal artistry.
Every stitch—phanda, jaali, bilimbi, murri—is a whisper of history, passed down through generations of skilled artisans. It’s more than embroidery; it’s a labor of love, an heirloom of craftsmanship.
At Safedrang, we’re not just reviving this tradition; we’re making it a part of everyday life. A saree that feels as light as a whisper, as elegant as a dream—because true beauty is meant to be effortless.