Puzzle Effect: A Brand Woven with Purpose
Puzzle Effect is not just a fashion label—it’s a movement that threads together heritage, empowerment, and self-expression. Founded by Alakhnanda Singh, a visionary NIFT graduate and creative force, the brand was born from a passion for intricate Indian handwork and a deep respect for the cultural richness of Kolkata.
Meet Alakhnanda Singh
Raised in a conservative town in Jharkhand, and having graduated in Textile Design from NIFT Kolkata, Alakhnanda chartered her path through creativity and resilience. Her exposure to Kolkata’s colorful streets, traditional artistry, and powerful feminine symbolism deeply influenced her vision.
This journey shaped the ethos of Puzzle Effect: empowering women through fashion rooted in tradition but styled for today.
The Story Behind our Logo
Every woman is a puzzle—made of stories, dreams, struggles, and strength. Puzzle Effect’s name pays homage to this beautiful complexity. Our logo, featuring a striking Red Dot, carries layered meaning. It nods to the bindi, an emblem worn by Indian women that signifies power and presence. It also honors Goddess Durga, the epitome of feminine strength in Kolkata’s cultural fabric.
The red dot isn’t just a graphic—it's a symbol of identity, individuality, and empowerment.
Crafted with Culture and Heart
Puzzle Effect specializes in ethnic wear with a strong focus on handwork traditions like Resham embroidery, Zardozi, Gotta Patti, and pearl detailing. Each piece—be it a kurti, saree, or dupatta—is a canvas of craftsmanship. Using heritage fabrics like Muslin, Chanderi, Kota Doria, and Organza, Alakhnanda combines age-old artistry with modern aesthetics.
From a humble home setup with just 3 artisans in 2018, the brand now operates from Kolkata, West Bengal empowering a team of over 15 skilled karigars and supporting Indian craftsmanship at scale.
More Than Fashion—A Feminist Voice
At its core, Puzzle Effect is a call to action. It asks women to reclaim their narrative—not just through what they wear, but how they live. Alakhnanda’s mission is to help women break stereotypes, make independent choices, and express themselves unapologetically.
She believes, “Every outfit you wear is a reflection of your spirit.” That’s why each Puzzle Effect garment is designed to make women feel seen, celebrated, and strong.
Join the Puzzle Effect Movement
Every piece you wear tells a story. With Puzzle Effect, that story is bold, beautiful, and undeniably yours. Whether you're drawn to tradition or chasing trends, Puzzle Effect lets you express your inner puzzle—flawlessly.
Our Vision
“To redefine Indian ethnic fashion by celebrating handcrafted artistry, empowering women, and making heritage wearable, expressive, and accessible for every body.”
Puzzle Effect envisions a world where every woman—regardless of shape, size, or background—can embrace her individuality through fashion rooted in tradition and reimagined for today.
We aim to lead a handwork revolution in ethnic wear by combining India’s rich textile heritage with modern silhouettes, elevating the everyday wardrobe into a canvas of self-expression.
Our brand is not just about clothes—it’s about the confidence to choose, the freedom to express, and the power to uplift. From empowering rural artisans to inspiring young women to own their stories, Puzzle Effect is committed to creating fashion with purpose.
Our Mission
“Puzzle Effect’s mission is to bring the beauty of intricate Indian handwork to every wardrobe by crafting affordable, high-quality ethnic wear that empowers women and celebrates individuality—one stitch, one story, one silhouette at a time.”
Puzzle Effect exists to make traditional Indian craftsmanship more accessible and relevant for the modern woman. We create thoughtfully designed kurtis, sarees, and ethnic ensembles that blend timeless handwork—like Zardozi, Gotta Patti, and Resham embroidery—with contemporary aesthetics.
We are committed to:
- Empowering artisans by providing dignified work and national visibility
- Uplifting women by offering fashion that fits all sizes and tells a personal story
- Preserving heritage by keeping India's textile traditions alive and thriving
- Delivering value through premium design at honest prices
At Puzzle Effect, we believe clothing should not only adorn the body—it should reflect the soul.