In 2020, the coronavirus altered the way we lived and led to brands rethinking how they can meaningfully contribute during such unprecedented times. X&Zero helped coin and implement Nivedita Saboo Cares, an initiative to research and design specialised masks that are technologically advanced, sustainable and hygienic. Nivedita Saboo Couture re-tooled its production facilities to manufacture these protective masks.
Nivedita Saboo Cares is an initiative of Nivedita Saboo Couture in response to the COVID 19 pandemic. The design house created India's first Certified Breathe Safe Mask with a specially developed 3D pattern for maximum coverage and comfortable fit.
Within a month, X & Zero designed the website, aligned delivery partners and payment gateways, and established partnerships with key online retailers to sell the masks. In addition to this, managed social media communication and press engagement.
Collaborating with celebrities and humanitarians Anusha Dandekar, Harshvardhan Rane, Arjan Bajwa and more, Nivedita Saboo raised awareness and aided the families of police personnel who had been on the frontline during the pandemic. #BeAHero was a social initiative by Nivedita Saboo Cares wherein each celebrity supported this cause by illustrating art on the mask and expressing their message to society during these challenging times. All profits from the sale of these masks went towards benefiting and honouring the police personnel.
Nivedita Saboo’s formal journey in the field of fashion started at age 19, with her graduating from the National Institute of Fashion Technology (NIFT, New Delhi) as a gold medallist of the batch of 2000. Her first professional experience was working for Arvind Brands as the youngest head designer for international brands like Arrow, Lee, and Wrangler in 2001.
Nivedita launched her label Nivedita Saboo Couture in the year 2002 with the humble setup of just one tailor and one sewing machine. Driven by her creative genius, technical skills, and business acumen she has grown the label into a design house which has now received international acclaim.
Nivedita Saboo Couture opened its first flagship store on Fergusson College Road, Pune in the year 2006, followed by one in Kalyani Nagar in 2012 and on Juhu Tara Road, Mumbai in 2016. Today her stores are spread across over 10,000 square feet of luxury retail space delivering an unforgettable personalised shopping experience.
Over the years, the label has developed into a self-sustaining cosmos with more than 200 in-house skilled craftsmen, designers, merchandisers, and retail experts who bring to life innovative collections from artistically detailed sketches.