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Fariha DaqraviChief Product Officer

Personal correspondence

The best layout must respect the fabric

Chief Product Officer India

A pattern that looks efficient on screen still has to respect the fabric and the person making the cut.

I completed a design degree at Talquni Design College in May 2000 and joined Zemvuli Design Tools in Surat the following month. My first role was design-tool support. I helped users explain what they were trying to do and worked with the support manager to reproduce difficulties. The work was close to a customer's practical task. A screen could appear correct while the result sent to a printer or another person no longer carried the same meaning. I learned to ask where the output would be used before deciding that an operation had succeeded.

I want the product to make a constraint visible before it makes a recommendation persuasive. A layout can use less space by turning a piece the fabric will not permit, or a printed pattern can look complete while its scale has changed. Product leadership means choosing which decisions the software may make and which assumptions a person must see and confirm.

Fariha Daqravi

Open to Board appointments · Executive opportunities

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Product, research and design colleagues
28
Three leads; ₹7.9 crore annual function expense
Company revenue
₹112 crore
FY 2025–26; 260 employees in March 2026
Design-software experience
26 years
Support through research and product leadership

My product decisions begin where a convincing digital layout meets the conditions of physical work.

I lead product at Selquvi Pattern Software in Surat. We build tools for garment-pattern preparation and fabric layout. My twenty-eight product, research and design colleagues work through three leads within ₹7.9 crore annual expense. Engineering has its own leadership under our CTO, Maya Lenquri. I report to CEO Naveen Pervaqi. The company employed 260 people in March 2026 and recorded ₹112 crore revenue in FY 2025–26. Our product can help organise a design decision, but it does not replace the customer's judgement about fabric, construction or manufacturing acceptance.

I began in design-tool support after completing my degree in 2000. A user often described the problem from the workbench rather than from the interface: a line did not arrive where expected, a piece had been turned, or the paper copy no longer matched the intended size. Research and product roles taught me to follow that whole task before deciding that a cleaner screen represented an improvement. I became CPO in April 2022. I now have to choose which problems deserve investment and which appealing shortcuts the product should refuse.

The decisions here concern usable fabric width, direction constraints and printed scale. We changed a layout proposal that fitted the entered roll width but crossed the usable boundary. We withheld automated suggestions that ignored a user's locked orientation. We separated illustrative printing from output intended to preserve pattern scale. These changes cost money and delayed capabilities. I keep those consequences visible because a narrower or less compact result can be the correct product outcome. I am interested in software that helps an experienced user exercise judgement, including when the right next step is to inspect or reject what the system proposes.

The entered roll width was not all usable fabric

Twenty-two of 60 reviewed layouts crossed the customer-defined usable boundary. A 152 cm nominal width with 1 cm excluded on each side left 150 cm; we funded ₹23 lakh of product correction.

The shortest layout had turned pieces against the constraint

Nine of 36 reviewed suggestions ignored a locked one-way orientation. Six were repaired under the constraint; three remained unavailable. We retained the longer valid result instead of advertising the invalid saving.

A complete printed outline could still be the wrong size

In an 80-person task review, 29 users did not notice a fit-to-page export had changed a 100 mm reference to 97 mm. We separated illustrative output from scale-preserving preparation and spent ₹31 lakh on redesign.

Current focus

I am making the assumptions behind a layout inspectable at the moment a user accepts it, including the limits of automation and the checks needed outside the screen.

Conversations I welcome

I welcome product-leadership conversations in specialist design software and a first board discussion about investment in tools used for physical work.

The leadership record

Trusted with consequential decisions.

Formation

  • Bachelor of Design in Product and Interaction DesignTalquni Design College · 2000
Fariha kept the three unavailable suggestions in the release account. The product plan became more credible because the constraint stayed visible alongside the commercial ambition.
Naveen PervaqiCEO, Selquvi Pattern Software
The full record ↗

Contact

I welcome product-leadership conversations in specialist design software and a first board discussion about investment in tools used for physical work.

  • Board appointments
  • Executive opportunities
Write to Fariha Contact page