Bindnee - By Deepika Saini

This is my first time reviewing an e-commerce website. But the mere concept behind this startup, a home-grown jewel by two of my friends Deepika and Rajesh, calls for a dedicated appreciation post. So here it goes..

With ever-growing aspects of e-commerce, we see various.. frankly quite many websites selling clothes that appease your eyes, but have you yet came across one that appeases your thoughts as well?

Bindnee - as the brand name goes, is dedicated to the married woman of Indian society also called Patni / Bahu / Lugaai in various cultures. The founder, Deepika Saini, has used the very word which society uses to bind a woman in a certain role, to break free of those norms. This Bindnee is here to turn the tables. The founder herself is a fashion designer and curates her own designs through Bindnee. The brand aims to rebuild the image of an Indian daughter in law, who is tired of being in the veil. Personally, the whole concept behind the branding and designs is inspiring enough for women like myself. 

Also, If you go through their brand's bio, this brand is not only here to raise the bar for women in terms of freedom to dress but also have thoughts about the environment and sustainability in their agenda. They aim to use sustainable, organic materials without all the toxic chemicals that go into the making of fabrics in the fast-fashion industry. It's highly commendable for an individual to put the environment before their profits.

Coming on to the merchandise, they have a varied variety of Tops, dresses, Kurtas, Bottoms, dupattas, Sarees, Juttis and Jewellery. My personal favourite is their range of Handcrafted Jewellery from Chhatisgarh. The intricate design on the handmade ornaments together with the colourful threads is something I haven't seen anywhere else. I am attaching a screenshot here for the reference of what i am fawning over...

 

All in all, ‘Bindnee’ is a really great effort to break the shackles and to bring about a positive change in society through freedom of expression, women empowerment and sustainable fashion. In a society where the life of a married woman is shackled by unwritten guidelines, seeing someone dare to dream is like seeing candlelight in the pitch-black darkness. 

I wish the dreamer, Deepika Saini, congratulations on being able to materialize her dreams through hard work and enthusiastic diligence. I am quite sure that the world will be able to see the awesomeness behind the concept and the brand will touch the hearts of millions in no time. I wish you all the best for this great business venture. One thing I can say is, Bindnee is here to stay. Kudos!