Introduction

I am Dia Ajmera, the founder of Pasha India, an Indo-Western fashion brand that seamlessly blends traditional Indian craftsmanship with contemporary silhouettes. My journey is one of passion, resilience, and the desire to create globally relevant styles rooted in the rich heritage of India. Born and brought up in the vibrant city of Bangkok, I moved to Jaipur in 2007, where the cultural shift and the city’s rich artistic heritage further fueled my passion for fashion.

From a young age, I was always drawn to design. Fashion, with its power to shape identities, express individuality, and reflect culture, intrigued me. After completing my studies in fashion and textiles at Lasalle College of the Arts, Singapore, I decided to turn my passion into a business. This led to the launch of Pasha India, a brand designed for women who seek versatile, statement-making pieces that carry the essence of India while embracing the world’s modern sensibilities.

Challenges Along the Way

Starting a fashion brand is never a smooth journey, and Pasha India was no exception. As with any venture, the path to success was paved with challenges, from market penetration to logistics, quality control, and sustainability.

Market Penetration

One of the most significant challenges I faced early on was establishing Pasha’s niche in the competitive fashion industry. The market was flooded with fast fashion brands, which often catered to quick, disposable trends. Pasha, on the other hand, was built on a vision of creating timeless, high-quality designs that blended Indian craftsmanship with contemporary global styles. Standing out in such a saturated market required careful positioning and a commitment to authenticity, which meant offering unique designs that told a story and embodied the spirit of both tradition and modernity.

Supply Chain Issues

As Pasha began to grow, managing production, logistics, and quality control became increasingly complex. Expanding internationally, especially in regions like Singapore, Bangkok, Nairobi, the USA, and Canada, presented its own set of hurdles. Managing production quality while ensuring timely deliveries across various geographies required meticulous planning and constant monitoring of the entire supply chain. This experience taught me how important it is to build strong relationships with suppliers and partners who share the same commitment to quality and integrity.

Scaling E-Commerce

As Pasha expanded its reach, scaling e-commerce became another major challenge. Platforms like Myntra became crucial for reaching a wider audience, but navigating the e-commerce space, with its technical and operational hurdles, was not always straightforward. From managing inventories and providing seamless customer experiences to dealing with returns and ensuring prompt deliveries, scaling the business online was a continuous learning process. However, overcoming these obstacles has allowed me to serve a global clientele, making Pasha India more accessible to fashion-forward women worldwide.

Sustainability vs. Affordability

Another delicate balance I had to strike was between maintaining the high quality of craftsmanship while making the brand accessible to a wider audience. While sustainability was always a part of Pasha’s vision, it wasn’t always easy to incorporate eco-friendly materials without compromising on pricing. Ensuring that we maintained our commitment to quality while keeping prices affordable for our customers was an ongoing challenge, but I remained steadfast in pursuing both goals. Pasha’s journey toward sustainability continues to evolve, as I explore innovative ways to create more eco-conscious collections without sacrificing design.

Achievements and Recognition

Despite the challenges, Pasha India has achieved significant milestones that have reinforced my belief in the brand’s potential to succeed on the global stage. Over the years, Pasha has grown into an internationally recognized name, thanks to its commitment to excellence, innovation, and authenticity.

Awards

Pasha India’s journey has been celebrated with numerous awards, which have further motivated me to keep pushing the boundaries of what we can achieve. Some of the most notable recognitions include:

• Patrika Designer of the Year
• FM Tadka Best Designer

These awards not only reflect the quality and appeal of our designs but also validate the vision and hard work behind the brand’s growth.

Recognition

In addition to the awards, Pasha India was honored to be featured in 99 Achievers of India by The Indian Achievers Club. This recognition, alongside our steady growth in international markets, has given the brand more credibility and visibility, further solidifying its position in the global fashion scene.

Milestones

Pasha India has come a long way since its inception, and today, it is a brand that retails in 30 online stores across various international markets, including Singapore, Bangkok, Nairobi, the USA, Canada, and more. Our international reach is a testament to the unique blend of Indian heritage and modern style that Pasha offers. The demand for Indo-Western fashion is growing worldwide, and Pasha’s designs have resonated with women from all corners of the globe.

Giving Back

Beyond the business, I have always believed in giving back to society. As part of Pasha’s commitment to social responsibility, I have organized an annual sanitary napkin drive in association with the Chahat Foundation, aimed at supporting menstrual hygiene initiatives in underserved communities. This initiative not only promotes awareness about menstrual hygiene but also contributes to the well-being of women who lack access to basic sanitary products.

Larger Goal and Vision

As Pasha India continues to grow, my larger goal is to make it a globally recognized name in Indo-Western fashion. My vision for the brand goes beyond just selling clothes—it is about creating designs that empower women and celebrate the beauty of Indian craftsmanship on the world stage.

Sustainable Fashion

In the future, Pasha is also committed to expanding into sustainable and conscious fashion. I am continuously researching and exploring eco-friendly materials and production techniques that will help Pasha reduce its environmental impact. The goal is to merge style, sustainability, and affordability without compromising the aesthetic quality of the garments.

Promoting Indian Craftsmanship

Another crucial aspect of Pasha’s vision is the promotion of Indian craftsmanship. I want Pasha to be a platform that not only showcases the best of Indian design but also supports and provides employment to local artisans and craftspeople. By creating job opportunities for skilled workers and promoting traditional techniques, Pasha aims to contribute to the preservation of India’s rich cultural heritage.

Products and Services

Pasha India offers a wide range of products designed to cater to the diverse tastes of modern women. Each piece is meticulously crafted to combine traditional Indian elements with contemporary silhouettes, resulting in Indo-Western clothing that is elegant, versatile, and perfect for any occasion.

Indo-Western Clothing

Pasha’s collection features statement pieces that blend the vibrancy and artistry of India with contemporary styles. These designs cater to women looking for distinctive, globally relevant fashion that still maintains strong ties to cultural heritage.

Versatile Occasion Wear

From casual daywear to festive evening looks, Pasha’s versatile occasion wear is designed to transition effortlessly across various events. Whether it’s a casual lunch, a wedding, or a formal gathering, Pasha offers clothing that suits every occasion.

Custom & Limited Edition Pieces

Pasha also offers custom and limited edition pieces for women who desire unique, thoughtfully crafted designs. These pieces are tailored to fit individual preferences and provide an opportunity for women to stand out with exclusive, one-of-a-kind outfits.

Target Market

Pasha India caters to a wide audience of women who appreciate modern, culturally rooted fashion. Our target market includes:

• Women who appreciate modern yet culturally rooted fashion
• Customers seeking budget-friendly yet premium-looking styles
• Individuals preferring versatile, statement-making outfits over fast fashion trends
• A growing base of international customers seeking Indo-fusion styles

Conclusion

The journey of Pasha India is one of passion, perseverance, and a vision to bring the best of Indian fashion to the global stage. While the road has been full of challenges, the brand’s growth and success validate the hard work and dedication put into it. As Pasha continues to expand, my mission remains to empower women, promote sustainability, and celebrate the beauty of Indian craftsmanship, all while offering versatile and unique designs that make women feel confident and elegant.

Connect with Dia Ajmera
Instagram: https://www.instagram.com/pashaindialabel