Amidst the tremendous business possibilities that birthed during the lockdown, 6 women entrepreneurs blended the idea of sustainability with comfort and affordability to launch their fashion brand, Effy. Co-founded by Vandana Advani, Radha Sawlani, Malikka Advani, Karishmma Advani, Hitikshaa Kundnani and Aliya Kamran, Effy is a brand of eco-friendly, organic, and comfortable knitted western wear for women, men, and kids, offering sustainable yet affordable clothing for eco-conscious fashion connoisseurs.

The idea is to create a brand that would play a responsible part in saving the environment and build a sustainable future by making organic fashion affordable to the masses. The name ‘Effy’ comes from the word ‘effervescent’ meaning lively and enthusiastic, which represents the vibrance and pep that the brand transpires through their clothing.

Vandana Advani brings in forty years of expertise in manufacturing and exports, running Sona Enterprises, a traditional garment manufacturing and export business. Starting with making masks for garment factory staff during the lockdown, backed by three generations of experience, the family enterprise, and their garment manufacturing know-how, Effy is armed to innovate products that are 100% ethical & sustainable.

With their blend of modern ideas and rich experience, these women entrepreneurs are creating a niche with Effy, launching it as India’s first ever affordable organic fashion brand.