Indian ethnic wear is invincible and the fashion trend around it seems to be immortal. Needless to mention, a woman with an outfit of ethnic wear always steals the show; it looks modern with grace and versatility together with connected to the roots. However, the process around finding the right fabric has been eliminated by Jenifry’s Indian ethnic sets that consist of an aesthetic Kurta with matching bottoms and a dupatta. Sounds interesting right? Let’s explore the brand story of Jenifry.
Jenifry is one of the admired ethnic fashion brands in India and overseas founded and Co-Founded by Lisa Ghosh and Abhijit Ghosh. As the name goes by ‘Jenifry, LOVED FOR STYLE’ stands true to its name. The brand has been named after a royal queen who never settled for her turnouts, wardrobe, and accoutrements. The mix-and-match range has a very contemporary delicacy, and the pattern range is ethnic defined by an Indian-crafted look, hand-block prints and embroideries that enhance the look of any woman who adorns it. Indian hand-looms with traditional works and other techniques are applied in producing the outfits that make it most comfortable and convenient outfits that can be worn on multiple occasions and bring out the new side of you. Women can flaunt their style with Indian ethnic sets of Jenifry on numerous occasions be it an airport look, during any family function or any casual occasion without compromising on the comfort.
How did it get started?
The co-founder Abhijit Ghosh was always inclined towards entrepreneurship from a young age. He has a demonstrated history of working with top MNCs with rich experience as a Digital marketing expert. Being passionate about building a startup of his own from scratch he was truly determined to take his skills and talents to new heights.
Jenifry came into being in the year 2016 as an offline retail outlet. However in 2018, Jenifry got into the market as an online clothing brand for women and it is at that time when their passion for jenifry.com drove them to become a true lifestyle brand offering customers across the globe with worlds most graceful and well-crafted designed outfits with their perfect online presence.
They are grateful for the love and support showered by the customers when they have transitioned Jenifry from Offline to Online. The pleasure of serving people who have accepted Jenifry with their open heart is something to be cherished forever.
“We feel much obliged to the customers for making us feel seen, heard and valued. It’s the encouragement and love of the people that is taking us forward and elevating our brand to the Zenith level” says Lisa Ghosh.
In the words of Abhijit Ghosh stating about his inspiration “My role model has always been MS Dhoni as every leader should be as cool as him during the tough times. However, I really look upto startups like Paytm, Ola, Mama Earth and Zerodha”
Impact of Covid-19 Pandemic
As a matter of fact, the Coronavirus Pandemic has taken a toll on many Industries including the Indian ethnic wear Industry and the biggest challenge faced by Jenifry was during the first phase of lockdown in the country in 2020. However with innovative marketing strategy Jenifry could deal with the unprecedented situation and evolved by hyperlocal marketing and performance marketing. Work from home became the new normal since the lockdown was imposed in the country and guided by comfort, sustainability and affordability they launched a whole new category of home wears during the pandemic named as ‘Work from home’ wears, promoting indoor fashion.
The founder’s note:
“When we started, our passion for ‘Jenifry’ drove us to become a true lifestyle brand as one of India’s leading ethnic wear brands that offer you the world’s most graceful and well-crafted designed outfits to elegant fashion. We are elated to announce that we have now expanded our brand greatly serving customers across India and are able to give wings to our passion into our store. It’s never too late or too early to elevate with something that you feel passionate about, believe in yourself and work hard with perseverance without over-thinking, sometimes it’s okay to fall miserably and then rise, but it’s only our consistency that helps us accomplish our goal.”