House of Napius launches a first of its kind line of radiation safe maternity wear using path breaking NESA technology (?Non-Ionizing Electromagnetic Shielding Alternatives?)?. House of Napius believes that it is their social responsibility to protect the mother and baby.
The brand realizes that the expectant mother and the unborn child are most susceptible to the harmful hazards of cell phones and cell tower radiation since a large number of these towers are near residential buildings, schools, hospitals, and office complexes. When Founder Priti, heard about the NESA technology of radiation shielding solutions for homes in form of curtains, wall papers and glass, she knew she had to amalgamate this technology with fashion. Being married with children herself, she envisaged increasing needs and awareness of radiation safe garments and hence House of Napius was founded.
With patents in India, House of Napius will be applying for patents in USA, Europe and the Middle East. The brand aims at penetrating into Tier 1 and 2 cities in India as well as international supplies and expansions in their first year. House of Napius offers apparel at reasonable prices of INR 2800 - INR 5500 per garment with the inner layer of the fabric tried and tested with detailed R&D and certified to being the first ever shield to radiation?. The yarn is specially created to absorb and convert h??armful radiation into harmless energy which is released back to the environment. This keeps the mother and the environment safe, therefore protecting the womb from the ill effects of radiation.
Talking about the launch Director Nehal Mehta who comes with a years of experience in banking and wealth management sector says, ‘’Today we cannot live a gadget or appliance free lifestyle. At House of Napius, we have created a solution to protect you from these gadgets which we use on a daily basis such as cellphones, microwaves, laptops, scanners and ipads. We are launching our first product category of maternity wear and will be expanding into other categories such a kidswear, womenswear and menswear in the future.’’
The maternity wear market is pegged at Rs 1,000 crore by experts and this number is growing rapidly. With a lack of choice and distinctive brand presence in this segment, House of Napius aims at being the leader in this space. House of Napius has identified that their consumer's primary concern is safety of the child and comfort for the to-be mother. "We have paid great attention to comfort for pregnant women it plays a key role while buying clothes. At the same time the collection is fashionable and trendy to make a mother look and feel beautiful.’’ says,Founder and Creative Director Priti Shah.
India has more than 900 Million cell phone users and over 1 million cell towers. With our modern changing lifestyle these products have formed an eminent part of our daily needs making us forget the harm that it could cause such as heart related problems, miscarriages, cancer, brain tumor and other diseases.
A pregnant woman and the fetus both are vulnerable because of the fact that these radiations continuously react with the developing embryo and increasing cells.The Russian National Committee on Non-Ionizing Radiation Protection says that use of mobile phones by both pregnant women and children should be limited. In a recent finding, an association was found between a mother’s cell phone use during pregnancy and greater likelihood for spontaneous abortion, congenital malformations and behavioral problems in their children..