Founded by designer Shahbaaz Ahmed, Erach India creates the complete fashion identity for the cast of Soumava Banerjee’s Bengali feature film AUTOBI
Kolkata (West Bengal) [India]: Fashion and cinema have always shared a powerful relationship, with costume and styling playing an important role in defining characters, mood and visual storytelling. Bringing this connection into the spotlight, Erach India, operated under Warsi De Creation, has come on board as the Fashion Partner for the Bengali feature film AUTOBI, directed by Soumava Banerjee and presented by DK Bharti.
Founded by Shahbaaz Ahmed, Erach India is a modern apparel brand built around the idea of bridging everyday comfort with distinctive personal style. The brand focuses on clothing that allows the wearer to express individuality while maintaining effortless wearability.
Rather than relying solely on short-lived fast-fashion trends, Erach India places emphasis on attention to detail, versatile silhouettes and quality fabrics designed to transition naturally between casual and elevated looks.
Erach India’s Fashion Contribution to AUTOBI
For AUTOBI, Erach India took on an extensive fashion responsibility, creating the complete looks for several key members of the film’s cast.
The brand’s fashion contribution extends across Madhumita Sarcar, Shaheb Chatterjee, Aryann Bhowmik, Inaaya Chowdhury, Susmita Roy, late Rahul Arunoday Banerjee and Sonali Maity.
Through these looks, designer Shahbaaz Ahmed worked to create clothing that complements the individual characters while fitting into the film’s overall visual world.
The collaboration also extends to the film’s music and performance segments. Prantika Das’s item song features three distinct looks created by Shahbaaz Ahmed, adding another fashion-focused dimension to the film’s visual presentation.
This association places Erach India within a cinematic environment where clothing becomes part of the storytelling rather than functioning simply as an additional visual element.
From Digital Fashion to the Big Screen
Erach India has been steadily building its digital presence, with the brand establishing its footprint across major e-commerce platforms including Flipkart and Myntra.
The association with AUTOBI represents another step in the brand’s journey, connecting its contemporary apparel identity with the wider entertainment and creative ecosystem.
For an emerging fashion label, collaborations with cinema can create an opportunity to introduce its design language to audiences beyond conventional fashion platforms. In the case of Erach India, the AUTOBI collaboration brings together apparel, character styling, music and cinematic storytelling under one creative vision.
Shahbaaz Ahmed’s Vision
At the centre of Erach India’s creative direction is founder and designer Shahbaaz Ahmed, whose approach focuses on creating fashion that balances individuality with practicality.
His work on AUTOBI demonstrates the broader role a designer can play within a film production—developing looks that work not only as standalone outfits but also as elements of character creation and visual continuity.
From the principal cast to the film’s music sequences, the collaboration gives Erach India an opportunity to showcase different aspects of its design sensibility within a Bengali cinematic setting.
Its partnership with AUTOBI brings the brand into a space where fashion and storytelling meet, while highlighting the creative direction of Shahbaaz Ahmed.
As regional cinema continues to create new opportunities for fashion and lifestyle brands, collaborations such as Erach India and AUTOBI demonstrate how apparel can become an integral part of a film’s visual identity.
For Erach India, AUTOBI marks a significant fashion collaboration—one that brings its philosophy of comfort, individuality and contemporary design from the digital fashion space onto the cinematic screen.
The brand is available through major e-commerce platforms including Flipkart and Myntra.
