Paridhan: Go desi in style with this mother daughter duo’s ethnic brand.

India is a land known for its handmade textiles and plethora of fabrics. Being an agrarian economy, Indian cottons and silks have dominated the market. Various handlooms have given India its rich history making it an integral part of Indian culture and attire.

Chanderi silk is a traditional, ethnic fabric known for its lightweight, sheer texture and for its fine luxurious feel. Currently, with fusion of traditional and modern weaving techniques, chanderi fabric is used to create tunics, tops and indo-western dresses. Chanderi sarees are best for summer wear because of its texture.

This chanderi silk fabric can be classified in three types- Chanderi silk cotton, pure silk and chanderi cotton. Colour palette of chanderi fabric was initially ruled by soft pastel hues however, vibrant colour combinations are also available. Chanderi fabric needs special care because of its gauzy texture. With a fabric that is as versatile and well loved, founders Sangeeta and Shravani Desai have curated a colourful collection of chanderi silk fabrics for Indian women.

Lightweight and Luxurious

This mother daughter duo began their brand Paridhan with an initial investment of Rs 5 lakh in 2017. Based in Goa the brand looks to provide quality fabrics to the locals at an affordable price range. Cotton and chanderi silk fabrics are available in every colour of the rainbow which are embellished with block prints. These fabrics can be creatively used for dress materials, sarees as well as western wear.

While Paridhan has created a name for itself, we asked the founders how they began their entrepreneurial journey. “Earlier, we were based in Mumbai and as you know, Mumbai is a hub for all things fashion. We used to look at a lot of fabrics especially cotton and chanderi from the various markets located in Mumbai. When we moved to Goa we also took with us lots of apparel from these markets. All our friends loved our pieces and kept asking us to buy fabrics for them as well. So we realized that there is great demand for this kind of fashion in Goa and decided to start a business of cotton as well as chanderi textiles,” reveals Sangeeta.

Goa to Gurgaon

Paridhan would earlier operate through its offline boutique, however during the global pandemic, the brand had to switch to online sales and close down the shop. “Now we process more than 20 orders per month and undertake orders through our Instagram page,” shares Shravani.

Currently it’s the mother Sangeeta who handles the bulk of the work, however, it is Shravani, the daughter who hopes to expand the brand across the country through its social media channels. With a product as versatile and globally loved as textiles, the duo hopes to reach every corner of the country and even expand overseas with their multi-hued and lightweight fabrics.


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