Jashn expanding EBO network in India and overseas

A modern ethnic wear brand Jashn caters to modern and trendy fashion consumers. The company is looking forward to growth of 30 percent in its turnover this season. Jashn plans to open 25 to 30 exclusive stores this year within India along with three to four stores in international locations like South-east Asia.

Tapping unexplored regions

The brand has close to 80 stores across 33 cities in India and three in the Middle-East, all of these are company-owned. The family has been in business since 1937. The company decided to launch Jashn having seen the tremendous opportunities for ethnic wear brand in the organised retail space. “At that point, Indian retail industry was witnessing a great revolution, with large format stores and other similar retail channels mushrooming all across the country. At that time we thought that it is a virgin segment and unorganised market. So we opened our first family-owned store in Lucknow and then partnered Shoppers Stop in 1999,” says Rahuul Jashnani, Managing Director, Jashn, elaborating on the brand’s journey.

The first exclusive store of Jashn opened in Mumbai in 2003. The company has once again joined hands with Shoppers Stop to establish brand presence. “The reason behind only following the EBO route since 2006 was to create an identity before spreading wings to other retail formats,” explains Jashnani, adding, “Now, we find ourselves in a comfortable space, and plan to expand across all formats whether MBOs, large formats or ecommerce.”

“Online has changed the dynamics of retail. It plays a vital role in apparel business. We are present on Jabong, Myntra, Snapdeal and Flipkart. We are also in the process of launching our own website,” informs Jashnani.

Trendy ethnics for modern women

The company caters to modern trendy women with a wide range of saris in cotton, georgette, chiffon, and woven fabrics. The company works with craftsmen in Varanasi and Lucknow to offer an exclusive collection.

“Apart from saris, we also offer kurtis . Salwar-suits and blouses are also part of our range. We use lots of metallic fabrics, lots of variations in terms of cuts and designs in salwar-suits . We do many innovations on embroidery. Colour pallet consists of wine, coral, green and all other seasonal colours. Floral prints and light weight embroidery are in trend at the moment,” he exclaims.