American ethnic wear label ‘Behno’ enters India

With Narendra Modi’s call to boost goods manufactured in India under ‘Make in India’ initiative, many Indian entrepreneurs are working towards promoting Brand India at the global level. One such initiative saw New York-based Shivam Punjya, the Founder and CEO of ethnic wear label ‘Behno’ bring it to India with the debut collection on showcase at the Chatterjee and Lal gallery at Mumbai’s Kala Ghoda area.

Behno, a Hindi word meaning 'sisters' was launched with discussions on fashion and its social impact, with award-winning filmmaker Andrew Morgan taking to the stage as the keynote speaker. He spoke about his experiences while creating 'The True Cost' an international documentary exploring the impact of fashion on people and the planet. The discussion also highlighted Behno’s efforts towards the 'Make in India' campaign.

The Fall/Winter 2015 collection launched in India showcases manufacturing skills of garment workers from rural Gujarat who were supported and trained by Behno's New York-based design team and its India factory partner- MSA Ethos. The collection takes cues from Le Corbusier's interpretation of Chandigarh, and displays his ability to create a space where art and architecture blend to create something that’s magical and fascinating.