About Us

Armed with a degree in Fashion Design from the Design & Arts College of New Zealand, and prestigious posting as Creative Director at the New Zealand Wool Growers Marketing Ltd, Pranay Baidya returned to his roots in Bengal and established his eponymous label "Atelier Pranay Baidya".

The Calcutta born designer crafts his fashion built on the vision of fusing old with the new, blending tradition with innovation while deeply
embodying the cultural values of India and his own bengali upbringing.

The Menswear, Womenswear and Jewelry collections retail globally through leading multi-designer stores and online portals like Aza Fashions, Pernias Pop Up Shop, Carma, Aashni & Co London, Tata Cliq Luxury, Reliance Ajio Luxe, Ogaan, Curato, Baro Market and many others.

The "Atelier Pranay Baidya" label supports ethical fashion in India. “We work with artisanal communities across regional India to embrace many traditional craft techniques such as weaving, embroidery, printing and dyeing to create the individual pieces. Through this, we work on ensuring that we can bring benefits to improve the daily lives of local artisans and our environment in as many steps as possible.”

Modern, mindful and effortlessly Indian,
"Pranay Baidya" delivers a refreshing take on traditional Indian fashion. The 'New Season': #PB2020 collection is fresh, easy-to-wear, and celebrates a relaxed attitude.

The Womenswear collection focuses on a season of ease - staying home - intimate gatherings. A curated range of Chanderi and Maheshwari Sarees reimagined in  eye-catching prints and metallic textures infuses a modern edge to the label's signature #SareeStyle.

The Menswear range is joyful, understated, and easy — an array of inspired by India, brightly hued, mughal floral and botanical prints in handwoven Chanderi and Muslin, promises to refresh the wearer's #KurtaStyle. Pair with salwars or relaxed dhoti pants for a doze of edgy charm.

Pranay Baidya launched "TANT" a Saree & Textile Foundation in January 2020, with an aim to give India and Bengal’s handlooms its due place in the spotlight – "The hands that weave magic, need to be celebrated. Tant is a sustainable, homegrown initiative with an unclouded dedication to our indigenous crafts-people and weavers." Follow the journey on Instagram at @tantbengal.

Atelier Pranay Baidya is pivoting into a label immersed in timeless Fashion but also a holistic and mindful luxury brand. Our lifestyle label, "India Through Craft" is a design library celebrating handcrafted objects, art, jewelry & textiles. It showcases  #handmadeinindia, handcrafted everyday object d'art for modern spaces. Celebrating stories and legends dating back to thousands of years, delivering unique handmade pieces, offering timelessness in a fast paced world. Supporting artisanal communities across regional India.

“For me, luxury means enjoying everyday mindful living through the richness, culture and unmatched artisanal skills of our Indian craftspeople. Experiencing the timelessness and design excellence of India, through its crafts.” - Pranay Baidya