ABRAKH FASHION LLP

In their own words

ABRAKH is a women’s ready-to-wear clothing label, established with an aim to bridge the gap between traditional handcrafted artistry and its accessibility to modern, conscious consumers. The brand is incorporated with a vision to make India’s rich cultural heritage, hidden in the hands of its handloom weavers, artisans and craftsmen, more accessible to the modern woman, through a digital first retail approach.In a market saturated by fast fashion and mechanised production, ABRAKH seeks to redefine the luxury mindset by shifting the focus back to HANDWOVEN fabrics, HAND-EMBROIDERED detailing and HANDCRAFTED clothing, to ensure that the ancient techniques survive the machine age and our craftsmen get a platform to turn ‘anonymous labour’ into ‘celebrated artistry’.The brand emphasises on handcrafted ensembles that are sustainable for both everyday wear and special occasions. By sourcing fabrics from GI-certified weavers across India and exclusively using traditional handcraft techniques, the brand strives to preserves the country’s rich cultural heritage and ensures that the skills of traditional artisans are not lost to modern technology. Operating as a B2C entity via its dedicated website, ABRAKH has successfully carved out a niche for 'accessible luxury'; currently generating a monthly revenue of approximately INR 1-1.5 lacs. ABRAKH addresses the void in the fashion industry where handcrafted clothing is either scarce or highly overpriced. A key differentiator in its business model is its artisan-first approach. Rather than providing standard lump-sum salaries, the brand compensates its artisans and craftsmen with a direct percentage of the retail price for each product. This unique approach ensures that the immense effort and skill required to create each individual piece are fairly rewarded. ABRAKH leverages technology to save a craft that technology has threatened.

Written by the company on its public Startup India profile. Not verified by us.