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FASHOR, one of India’s fastest-growing women’s ethnic and fusion-wear brands, has reported a landmark year in 2024, marked by aggressive expansion, a rapidly growing customer base, and a high-profile brand endorsement. With the addition of 1.4 lakh new customers, an expanded retail footprint, and over 400 new monthly styles, FASHOR is redefining affordable fashion for the modern Indian woman.
FASHOR successfully launched four exclusive brand outlets (EBOs) in Chennai, Bangalore, and Coimbatore. Additionally, the brand expanded its presence to over 60 large-format stores, including Shoppers Stop and Lifestyle, further strengthening its offline retail strategy. Looking ahead, FASHOR plans to open more than 100 EBOs nationwide by 2027, ensuring greater accessibility to its stylish and high-quality offerings.
In a strategic move to deepen its connection with its audience, FASHOR welcomed Bollywood actress Sara Ali Khan as its first-ever brand ambassador. Her association with the brand began with the “Dil Se Indian” campaign, which celebrates the blend of India’s cultural richness with contemporary fashion trends.
Speaking about her partnership, Sara Ali Khan said, “FASHOR’s stylish and high-quality ethnic wear has always resonated with me. I love how they blend modern silhouettes and prints with traditional Indian craftsmanship. I’m thrilled to represent a brand that empowers women to express their ethnicity in new and creative ways.”
FASHOR’s reach has grown exponentially, adding over 1.4 lakh new customers in 2024, bringing its loyal customer base to over 5 lakh. The brand’s omnichannel approach—spanning its website, mobile app, and marketplaces like Myntra, Ajio, Nykaa Fashion, and Tata Cliq—has played a crucial role in its success.
In August 2024, FASHOR secured a $5 million investment from Blume Ventures. This funding has fueled the brand’s omnichannel expansion, strengthened its supply chain, and enhanced customer experiences. The investment has also supported the brand’s marketing initiatives, including its association with Sara Ali Khan, reinforcing its commitment to blending tradition with modernity.
Reflecting on the brand’s milestones, Vikram Kankaria, Co-Founder and CEO of FASHOR, stated: “2024 has been a defining year for FASHOR. From expanding our presence across new markets to delighting millions of customers with unique styles, we remain committed to making affordable fashion a reality for every modern Indian woman. Collaborating with Sara Ali Khan has further reinforced our brand’s ethos. Her vibrant personality and deep connection to Indian traditions align perfectly with our mission of celebrating individuality and cultural pride.”
Co-Founder and Chief Product Officer Priyanka Kankaria added: “At FASHOR, every design tells a story. We strive to blend traditional craftsmanship with modern trends to create collections that resonate with today’s women. Our association with Sara has been an exciting chapter, as she embodies the elegance and strength we design for. We’re eager to see how far this partnership can take us in transforming the fashion landscape.”
As FASHOR looks ahead to 2025, the brand remains committed to its mission of celebrating Indian women through stylish, affordable, and high-quality ethnic and fusion wear.
