In a fashion landscape often dominated by muted tones and minimalistic silhouettes, Nishorama has emerged as a vibrant and distinctly desi voice. What began as an idea from two friends quickly evolved into one of India’s most talked-about young fashion startups.
Ramnek Chhipa and Ria Mehta , then just 20 and 21 years old, met at a gym and bonded over shared failures. They had tried and abandoned six different business ideas before finding their purpose in fashion. Using early crypto profits and support from their families, they launched Nishorama’s online store, determined to create something both culturally rooted and boldly modern. The brand’s name, Nishorama, is a made-up term formed by blending the names of family members as a tribute to those who supported them in the early days.
Nishorama’s collections draw heavily on traditional Indian craft techniques, from intricate block printing to handcrafted embroidery, but reinterpret them with fresh silhouettes that appeal to Gen-Z consumers. This mix of heritage craft and modern design has helped the brand stand out in a crowded market. Behind the scenes, their manufacturing setup spans multiple units in Indian cities like Jaipur and Mumbai, where they manage quality control, finishing, and packaging, focusing on balancing traditional techniques with efficient production lines.
Growth & Market Impact In less than a year since launch, Nishorama has served over 20,000 customers worldwide and achieved a major milestone: crossing ₹5 crore in revenue in just eight months. This rapid growth shows the market's demand for culturally rooted brands that communicate with authenticity and strong personality. Their success isn’t just about product design. Nishorama’s founders have used platforms like Instagram as strategic tools, not just for marketing but for storytelling. Through raw, behind-the-scenes content, candid reels, and founder-led narratives, they’ve built a community around the brand’s ethos of being unapologetically desi and culturally expressive.
Nishorama is more than a label; it’s a movement. The founders aim to challenge the view that Indian ethnic wear is only for festivals or formal occasions. Instead, they celebrate everyday cultural pride, encouraging men to wear kurtas for no special reason and women to combine traditional pieces with modern styles. Rejecting the neutral colors dominating current fashion, Nishorama embraces bold hues, striking prints, and handcrafted block-printed designs that connect with youth culture while honoring heritage aesthetics. Each collection serves as a cultural statement rather than just clothing.
With rapid growth comes scrutiny. Some customer feedback shared online points to inconsistent sizing, frustrations with the return policy, and perceived discrepancies in value for money. These reactions highlight the growing pains of a young direct-to-consumer fashion brand navigating scale and customer experience. However, the brand’s cultural resonance and outspoken identity have helped it build loyalty among many young consumers who connect with its bold aesthetic and narrative direction. Looking Ahead Nishorama’s journey represents a new breed of Indian startups, where authenticity, cultural pride, and digital-first engagement matter just as much as revenue and growth. By redefining how people see and wear ethnic wear, the brand is not only selling clothes but also reshaping how a generation expresses its identity through fashion.
Nishorama’s journey is emblematic of a new breed of Indian startups — where authenticity, cultural pride, and digital-first engagement are as important as revenue and growth. By redefining how ethnic wear is perceived and worn, the brand is not only selling clothes but reshaping how a generation expresses identity through fashion.
Whether regarded as a style movement or a savvy business success, Nishorama’s story signals that traditional craft and grassroots branding can thrive together in the modern marketplace.
Bold colours, unapologetic style, and raw storytelling — Nishorama isn’t just clothes, it’s a movement where jhumkas meet jeans and tradition feels totally now.
“Wear Indian, wear it loud” — and millions are listening.
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