Devina Malhotra Chadha
Devina Malhotra Chadha is the creator behind GuiltyBytes, sharing saree styling, beauty and home ideas while building the hand-painted clothing label Label Devina.
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Latest
Devina’s happenings, collected from public sources, plus their backstory and Starbook, where fans write.
Known for
Instagram
Label DevinaOverview
- Known online as
- GuiltyBytes / @guiltybytes
- Started
- GuiltyBytes, 2012
- Work
- Fashion and lifestyle creator; founder of Label Devina
- Signature series
- #sareestyling101
Mini bio
How it started.
Before GuiltyBytes, Devina worked in PR and media. Launched in 2012, the blog became a place for fashion, beauty and everyday-life stories. Their saree styling series, #sareestyling101, later became an audience favourite, according to a 2019 interview with The Asian Age.
From content to clothing.
After becoming a parent, Devina founded Label Devina, bringing a love of art into hand-painted clothing. In May 2025, Indulge featured the label’s Every Drape is a Dialogue collection, built around individually painted sarees and a slower approach to making clothes.
Building beyond the feed.
Devina’s own professional biography lists content collaborations with Samsung, L’Oréal, Nykaa and FabIndia. Their Topmate offerings now include brand guidance and business mentoring, including sessions for women seeking to build an income from home.
Creditschronological, newest first
- 2025Every Drape is a DialogueFounder, Label Devina
- 2019WeddingBytesPart of the team launching the ecommerce venture
- 2017How I planned my big fat mehendi function under INR 3 lakhsFirst-person contributor
- 2012GuiltyBytesFounder
Awards
Quotes
I want to help you build something people actually want to buy.Devina Malhotra, Topmate
Explaining the purpose of their business mentoring.
Trivia
- Devina’s first-person WedMeGood story explains how personal details shaped a mehendi celebration with a budget below INR 3 lakhs.
- The #sareestyling101 series focuses on ways to style sarees, including making more use of clothing people already own.
- Devina says their love of art helped inspire Label Devina.
Find Devina
Find Devina’s styling stories, videos and hand-painted pieces.
Are you Devina Malhotra Chadha?
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