Poonam Bhagat has carved a niche for herself in the Indian fashion industry and the artistic spark in her was ignited and she was motivated to start her own label Taika which is one of the well-known labels in the country.

The label 'Taika' established in 1991 by designer Poonam Bhagat means 'magic' in Finnish and she is endeavoring to create it in her ensembles which are marked by an understated elegance.

The designer sells the label at its own outlet in Delhi and from more than a dozen up-market boutiques in India such as Kali and Zenon in Kolkatta, Evoluzione and 7W in Chennai, Ffolio in Bangalore, Elahe and Oorja and Origins in Hyderabad.

It also has a presence in the UK and apart from this is also exporting silk jackets to Italy and fusion wear to Palm Beach, Florida, USA.

The quality control and emphasis on colors and styling have helped her to create a niche market for over the years and the fabrics used are natural and hand-woven as India is a veritable treasure trove of textiles.

Also embroideries combined with machine and hand embroideries are often combined to produce an old antique look. On the other hand, garments are often hand painted or dyed using the "Shiboori" technique of stitching the pattern onto the fabric, dyeing it and then unraveling the thread.

Stitching details and surface textures like tucking, pleating, hemming, anchor thread stitching, dori lines etc are liberally used to give the fabric a relief that is uncommon; whereas colors are vibrant but not jarring.