There are a very few brands in the organised sectors which have made a mark and there is one new entrant- Indian Desi, which is truly defining the ethnic wear with India’s different cultures. Launched in March 2021, this brand was launched keeping in mind the ethos and culture of India and hence in concentrating on every day wear ethnic fashion, that best reflects the vibrant pulse of the country. With sheer focus on quality and detailing, the brand aims to offer fashion that are trendy but looks ethnic at the same time.

Pic: Yogesh Shetty, Founder, YSF Global (Indian Desi)

Defining the brand and its ethos, Yogesh Shetty, Founder, YSF Global (Indian Desi) believes in Rabindranath Tagore’s  famous lines, “ In Art, man reveals himself and not his objects”, he adds, “ This is a true reason why Indian Craftsmanship influences all plethora’s of art, across the globe. Through every piece of work, we reveal our culture, deep seeded with traditions, logic, information and most of all, its enthusiasm towards art. Every farthest stretch of the Indian landscape has a Pandora’s box of artistic galore, inspired from regional history, adopted with time and being passed on through generations. Our reverence of this bountiful heritage resulted in the conception of Indian Desi.”

Indian Desi truly worked on identifying and bringing light to the noted work of art. Yogesh is full of creative instinct and explains further about his brand, “Our company recognises and commemorates Indian designs and has a singular goal of rising Indian commerce. This helps us employ labour, tailors, weavers, art & craftsmen from all over the country, encouraging regional styles and techniques which advocate support for Indian brands.”

Having said this, “We are happy to collaborate with other Indian retailers, co-op collectives in order to build our community commerce. We look forward to bring something new on the table each time. We hope that we leave a loved piece of India in every region, heart and house.”        

Product profile  

Indian Desi offers a range of traditional and contemporary styles in their ethnic wear collection. In men, it has a wide range of kurtas, churidars and pyjama, stoles, shirts in different patterns and designs, accessories and ethnic jewellery. In the women’s segment, it has kurtis and sets, sarees, palazzos and dresses. The brand is soon aiming to add more products in their offerings.

Consumer centric

The brand consumer is defined in the age group of 18 to 55 years men and women aspiring to create a fashion statement with ethnic wear.  

Indian Desi is constantly experimenting with new styles and fabrics to create a more modern and stylish look. For example, we are now using lighter fabrics, such as linen and cotton; to create a more sophisticated and contemporary look.

New collection 

Indian Desi has an enchanting range of kurtas. When it comes to colours, there is no shortage of options. From classic whites and beiges to vibrant reds and blues, there is a range of colours to choose from the brand’s new collection. Popular colours for menswear include black, navy, beige, and grey.

Indian Desi gives its products in different patterns. From traditional paisley and floral motifs to contemporary geometric and abstract patterns, there is a range of patterns to choose from. Popular patterns for menswear include stripes, checks and polka dots.

The brand offers its kurtas in fabrics like linen and cotton to silk and wool, there is a range of fabrics to suit every man’s taste. Popular fabrics for menswear include muslin, gabardine, and khadi.

In our women’s ethnic wear portfolio, we have given some popular choices for both formal and casual occasions in our new collection. It features bright colours, intricate details and unique fabrics, making it a great option for any wardrobe.

In addition to traditional styles of ethnic wear, there are also more modern interpretations of ethnic style. These modern styles often combine traditional ethnic designs with more contemporary elements. This allows women to create a unique look that is both fashionable and respectful of cultural traditions.

Retail outlook

Indian Desi is retailed through its exclusive studio in South Mumbai.  The brand is available online through its direct to consumer retail website www.ysfglobal.com.

It’s focused on expansion to other regions of India. The brand will be targeting the tier II and III towns for its retail spread. Indian Desi is also working on its online brand store www.indiandesi.store which is under process and will be launched soon. The brand is also planning its entry with exclusive marketplaces like Jaypore etc.

Brand statement  

The brand strongly believes that ethnic fashion is a great way to express personal style. As each culture has its own distinct style, men and women can choose clothing that reflects their own heritage and identity. Indian Desi truly represents and allows men and women to show off their unique style and make a statement.