Scaling Comfort in a Tradition-Heavy Market: Inside AMRAANA’s Business Playbook
New Delhi, [India]: Modern daily ethnic wear brand AMRAANA (Indido Apparel Pvt. Ltd.), founded in 2022 by garment industry professional Sunil Pandey, is steadily building a niche in India’s crowded ethnic wear market by solving one of the most common consumer problems, comfort and fit in everyday traditional clothing. Based in New Delhi, the brand focuses on suits, sarees, and blouses designed specifically for regular Indian lifestyles, not just festive occasions.
From Factory Floors to Founding a Brand
Pandey’s entrepreneurial journey is rooted in years of hands-on manufacturing experience across multiple countries. He began his career in Delhi NCR with companies such as Orient Craft, Red Cat, before being transferred to Bangladesh for garment production operations. During his stay in Dhaka, he survived a traumatic kidnapping incident, after which he left the country, carrying with him critical insights into large-scale manufacturing systems.
He later moved to Indonesia, where he handled both production and marketing roles, gaining a deeper understanding of international supply chains and buyer expectations.
Two Years Without Orders and the Breakthrough That Followed
In 2016, Pandey quit his well paid corporate career to start his own sourcing agency. For nearly two years, the business struggled to secure consistent orders. But the good thing was he kept trying, working hard and showcasing his designs and physical samples to customers, around the globe. Finally he began with trial printing jobs on T-shirts and gradually built trust with clients, eventually managing production volumes of nearly 2 lakh pieces for international brands, including projects routed through Singapore-based buyers. This phase helped him master cost control, vendor management, and large-volume execution, skills that later became the backbone of AMRAANA’s business model.
Rethinking Ethnic Wear for Daily Indian Life
AMRAANA was launched to address gaps in traditional clothing that often overlook everyday usability. The brand sources from heritage clusters such as Lucknow for Chikankari and Banaras for silk weaving, while redesigning silhouettes for better Indian body fit and reduced garment layering.
Innovations include elasticated blouses for flexibility, lighter saree drapes, and simplified suit constructions that eliminate unnecessary bulk while preserving traditional aesthetics.
AMRAANA currently sells its collections through its own website as well as leading online marketplaces, allowing customers across India to access the brand’s comfort-focused ethnic wear. The brand has also launched its first physical retail store in Green Park, New Delhi, marking its entry into offline retail and enabling customers to experience the fabrics, fits, and craftsmanship in person.
Commenting on the brand’s approach, Sunil Pandey, Founder, Divya Pandey Co-Founder of AMRAANA, said, “Indian women love ethnic wear, but comfort is often compromised. We focus on natural movement, breathable layers, and practical fits so traditional clothing becomes easy to wear every day, not just during festivals.”
AMRAANA operates in the “Mass Market Premium” segment, offering high-end design and quality at accessible price points. The brand stands out for its innovation in comfort and functionality, featuring suits with integrated/inbuilt bra fittings for a seamless silhouette and pre-draped sarees with built-in petticoats and soft inner linings for effortless wear. By blending thoughtful construction with modern styling, AMRAANA makes ethnic fashion both elegant and easy for daily wear.
Comfort, Craft and Affordability Without Compromise
By directly sourcing fabrics and working with long-standing manufacturing partners, AMRAANA maintains affordable pricing despite quality craftsmanship. Customers frequently highlight the brand’s improved fit, lighter garments, and suitability for long workdays and travel. Many repeat buyers also appreciate the blend of heritage craftsmanship with modern usability, which has helped the brand build early loyalty in a competitive category.
In addition to focusing on comfort and fit, AMRAANA also positions itself as a sustainable fashion brand, emphasizing responsible sourcing, long-lasting fabrics, and thoughtful production practices that reduce unnecessary waste while supporting traditional Indian textile clusters.
Looking ahead, AMRAANA plans to expand its everyday ethnic collections while continuing to invest in fit innovation and scalable production. With a clear focus on comfort-driven design rooted in Indian textile traditions, the brand aims to become a preferred choice for consumers seeking functional, affordable, and culturally authentic everyday ethnic wear.
