The Indian apparel retail industry has quietly transformed over the last few decades, moving from price-led buying to value-driven choices rooted in quality, trust, and experience. As consumers become more discerning, family-run and legacy retail brands are finding renewed relevance by offering consistency, emotional connection, and curated fashion. In cities like Hyderabad, this shift is especially visible, where loyal neighbourhood stores have grown into destination retail spaces. It is within this evolving landscape that Bonie Collections stands as a powerful example of how instinct, resilience, and deep customer understanding can build a lasting apparel brand over generations.
Founded in 1989, Bonie Collections is the result of one clear vision and decades of hands-on commitment to understanding what customers truly want.
From a Market Gap to a Meaningful Beginning
Bonie Collections was founded by Rajesh Rangwani along with his brothers Fatesh Rangwani and Dilip Rangwani, at a time when Hyderabad lacked accessible stores offering well-designed, good-quality garments. Rajesh noticed this gap early in life. Despite browsing countless garments, finding something stylish and distinctive felt rare. When he did find something he liked, the repeated questions about where it came from revealed a deeper insight into unmet demand.
At just 17, Rajesh moved to Hyderabad and opened a small store in Paradise. The early years were intense and demanding. Long 18-hour workdays, sleeping inside the store, and serving customers without breaks became routine. Those formative years shaped the foundation of Bonie Collections, instilling discipline, resilience, and an unmatched understanding of customer behaviour that continues to guide the brand today.
Challenges, Conviction, and Steady Growth.
In the early years, the demand for exclusive and fashion-forward garments was limited. Only a small segment of customers actively sought distinctive designs, making growth slow and uncertain. Despite this, the founders remained confident that customer tastes would evolve with exposure and time. That belief proved correct as Hyderabad’s fashion sensibilities matured and demand for better-designed apparel steadily increased.
Another challenge was operating on thin margins while sourcing from some of India’s best apparel brands. Quality was never compromised, even when it meant higher costs. As trust grew and footfall increased, sales volumes followed. Over time, this consistency allowed Bonie Collections to expand organically, from Paradise to Basheerbagh, and eventually to a three-storey flagship outlet in Gachibowli, now one of the brand’s most significant milestones.
A Brand Built on Trust, Quality, and Customer Voice.
Bonie Collections began as a kids’ wear destination, offering exclusive party and casual wear for newborns to children up to 12 years. With growing credibility and loyalty, the brand expanded into men’s casual and semi-formal wear, followed by ladies’ wear. Today, each category reflects the same philosophy of combining fashion, comfort, quality, and accessible pricing.
Quality control at Bonie Collections is deeply intentional. A four-layered selection process begins with customer feedback, followed by personal curation from Rajesh, review by his brothers, and final validation by the sales team. Customer feedback remains central to every decision. Products that do not resonate are discontinued immediately, regardless of personal preference. This discipline has helped Bonie build exceptional brand recall, particularly in kids’ wear, with families returning across generations. Looking ahead, the brand plans to expand across key Hyderabad locations, establish its own manufacturing unit, and strengthen its online presence through bonie.in to become a truly omnichannel apparel brand.
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