Papa Don't Preach by Shubhika | Biography | Label

Shubhika

“I’m Punjabi, hence living in the present is the boon and the bane of my existence,” says the designer. Shubhika flew off to London for a 7-month short course in fashion post her graduation in the field of journalism. She flew back right away with the belief that India needed her. India didn’t know it just yet – but she felt she had to bring high street fashion to her home country. Over and beyond her ten-year journey, she has both gone with the flow and against the grain with equal ease.

Shubhika Image Gallery

Birthplace

Mumbai

Birthdate

3rd July 1987

Educational Qualification

Journalism graduate & diploma in Fashion Design.

Founding date/year of the brand

2011

The beginning…

Shubhika was 19 and in her second year of Mass Media from Jai Hind, Churchgate when she simultaneously ran her own tailoring shop/boutique called Firefly. She clocked in a travel time of 3 hours everyday between Churchgate and her house in Nerul to attend college in the morning and get back to her boutique by lunch. Shubhika used to stitch matching satin petticoats for INR 140 and ‘heavily designed’ blouses for sarees with a team of 1 master and 2 tailors in a 200 sq. ft shop in Vashi, Navi Mumbai. This is how she started teaching herself on the job! In the year 2011, she launched Papa Don’t Preach as one of India’s first independent high street ecommerce labels.