Where Craftsmanship Meets Business Success

Ever since she was a teenager, Pari Choudhary was extremely passionate about fashion, and loved creating renditions of clothing that was appreciated by women across all age groups. She dreamt of becoming an entrepreneur at the age of 17, started a personal blog on fashion and styling at 21 and launched her own clothing brand at 23. 

She brought together her love for handicraft, travelling, and a professional degree in fashion branding and merchandising to curate her own brand. Today, she prides herself on being the founder of Bunaai, a Jaipur-based platform which caters to the fashion taste of the modern woman. 

The brand aims to create sustainable, stylish, and affordable clothing, manufactured by traditional Indian craftsmen. Since its inception, Bunaai has been growing from strength to strength. What started off as a team of 4 has grown to 400-plus people in four years, while serving and touching the lives of more than 3,40,000 customers. The brand launches two new designs every day and is growing at an impressive 150 per cent year on year

However, bringing business and craftsmanship on the same page comes with its own set of challenges. Says Choudhary, “The biggest challenge for us was to manage the exponential growth. In order to keep up with the demand, growing and training the team was one area where we focused a lot. I was fortunate to have the support of my family and loved ones by my side who helped me with management and expansion.” 

The brand focuses on the growth of its employees, taking into account their mental, physical, emotional, and spiritual health. It all begins with creating a culture where all ideas are welcome, and everyone can speak their mind freely. At the same time Choudhary believes in sustainability of fashion and that it should not come at an exorbitant price. It is due to these balancing principles between employee and customer that Bunaai has 40 per cent repeat buyers. They have expanded from being just a clothing e-store for women to one that caters to home linen, décor, jewellery, and accessory, all of which are handcrafted.

Bunaai eventually aims to become an international brand which is rooted in Indian culture and known for its unique design. Talking about her mantra thus far and one that will fuel future expansion, Choudhary says they are ensuring sustainability by “sticking to our ethos of people, planet and then profit. We are a very customer centric brand which focuses on the likes of our patrons (design, quality, price), invests heavily in serving them (customer service), engaging them (campaigns and social media) and ultimately aim at retaining them (our true measure of success). Almost 40per cent of our customers are repeat buyers. We aim to take this metric up to more than 65 per cent.” 

The strong grounding has enabled their business expansion to Tier 2 and Tier 3 cities in addition to Tier 1, which was their core audience.