'Masaba' a diffusion line – unique and revolutionary in essence is one of India’s most successful fashion labels under Masaba Gupta. ‘Masaba’, launched in 2009 has created waves in the Indian fashion scene showcasing outfits for women from 18-50 years of age. The strength of the label lies in the ability to marry traditional Indian sensibilities and aesthetics while keeping the modern context alive. The label currently retails in India from 3 stores in Mumbai, Delhi. Masaba designed an all new, affordable line ‘Masaba Lite’ to reach out to her teenage audience. It is a vibrant, young, peppy but pocket friendly line of chic and affordable clothing and accessories, catering to “young girls on tight budgets”. Masaba's style is always fierce & bold with a strong play of color and cut, but traditionally rooted. Since its inception the label has worked intensively with prints, and the ability to turn mundane everyday objects into prints has been the strongest USP of the label which have translated into huge trends in the country. Masaba works with organic fabrics, bright colors and the classical Indian weaves. In the year 2014, Masaba announced a sportswear line as an extension of her own label titled ‘Masaba Sprint’.