Traditional Offerings, Modern Methods

Pune-based two-year old ethnic wear brand, Pareha is employing new-age channels and strategies to win more customers and market share

- Sandeep Kumar

The ethnic wear market in India encompasses a diverse array of garments, including sarees, salwar suits, lehengas and kurta-pajamas. Due to its resilience and enduring popularity, ethnic wear continues to hold a pivotal role in shaping India's fashion industry and cultural identity, despite the growing influence of western fashion trends. 

While popular players often have greater visibility, resources, and market reach, new and upcoming brands are known for offering unique advantages such as agility, niche appeal, and personalised offerings.

Launched in April 2022, Pareha is one such ethnic player from Pune, specialising in curated collections for occasions from engagements to weddings. Driven by the singular aim of becoming one of the top wedding attire players, the brand is slowly making its presence felt regionally with its design, quality, supply chain and experience.

"Running a small business isn't easy. We've had challenges like figuring out how to sell in a busy market and dealing with delivery issues. But our beliefs are simple: We value tradition, honesty, and making our customers happy," said Mehul Jain, Co-founder, Pareha.

The USP