Indian designers were left stranded as retail stores remained closed during the lockdown phase. While some are re-opening stores, many had to seek innovative ways to keep their businesses running.
Gaurang from his eponymous label, states that the opening of his e-store ensured the label’s survival during such critical times.
He also said, “We have launched our e-store and for the first time created a wide range of fashion clothing covering casual, formal and bridalwear. This strategy also helped us to tap those markets where our physical presence is non-existent, both in India and the global marketplace.”
And this seems to have worked!
Several new customers, who would have been forced to visit physical stores, are now approaching the e-store for their purchases. A special line of clothing has been specifically launched by the label for the e-store clients.
The designer has also enabled appointment-only visits which enable social distancing guidelines to be followed after the lockdown rules eased down. He adds, “In our stores, we have put together strict protocols adhering to social distancing and other aspects to ensure that our clients and our staff are safe and protected. Trial of garments will not be permitted. A few samples can be tried on, and these will be rapidly disinfected. We will have few pieces on display as samples and orders will be taken for new outfits.”
Notably, the Delhi and Hyderabad stores have been reopened; however, rest of the stores are expected to open only when Government guidelines are in place.
Ever since Gaurang launched his first own label ‘GAURANG’ in the Jubilee Hills area in Hyderabad in 2012, the label store has established its presence in 7 cities – 2 in Mumbai (Vaya by Heritage), and Chennai, Kolkata, Delhi in prime fashion streets.
Bharat Tex Special Report 2026 
