Ada conceptualized the art of chikankari on a different, albeit traditional platform. Ada brought together the finest artisans who were otherwise getting drawn to other professions, to craft breathtaking chikankari designs on finest fabrics, which became a delightful appreciation for the cognoscente. To break the monotony of chikankari on a dress, a fusion of ‘Zardozi’, ‘Aari’, ‘Abla’ and 'Kaamdani' with 'Muqaish' is put together to enhance the beauty of the product.
Ada took their customer’s chikankari experience to newer heights by transforming its retail outlet to a sprawling showroom decorated in a real-time Lucknawi ambience, complementing their large collection of chikankari designer wear. Ada opened its windows to the world through an online store not only to diversify into myriad cultures but also to educate people about this art 'Chikankari' which is only manufactured in Lucknow and not replicated worldwide.
Ada’s aim as a company is to deliver this handicraft globally at Lucknawi prices at everyone’s doorstep while ensuring they get an opportunity to enjoy the complete experience of Lucknawi Chikankari.
A third generation entrepreneur, Vinod Punjabi is accredited to be a pioneer in reinventing “Classical Chikankari”. The Vice President of Lucknow Vyaapar Mandal and the General Secretary of Hazratganj Trader’s Association,a charter member of TIE and a Managing Committee Member of Hari Om Mandir., he has taken up a challenge and do something for the benefit of those not receiving due credit for their hard labour and talent.
His commitment to revive, sustain and empower the Chikankari Craft led him to bring together a team of 'kashidakars' (embroiderers) to actively practice certain stitches which were declining towards oblivion, ensuring application of the best and latest marketing techniques to map this craft globally, and in the process, empowering them to improve their standard of living.
He launched Ada as a retail outlet in the upmarket high-street Hazratganj, Lucknow in 2005 and an e-commerce website in 2007.