THE CHIC
INDIAN
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The coming of age for under-the-radar emerging and contemporary labels of India.
The Chic Indian is the new vanguard and storyteller for labels that are changing the zeitgeist - letting their designs do the speaking and their narratives shape our wardrobe futures.
As a marquee platform that brings fastidiously handpicked capsule curations from undiscovered emerging and contemporary homegrown labels, spotlighting fashion that is intentionally Indian and global in aesthetics, it is focused on building an evolved community that no longer wants to scroll hours on Instagram and be targeted by algorithms for unique finds. Therefore, as a holistic offering, our partnered designers are able to reward The Chic Indian's community through access buying - a value-driven offering that lets all members get access pricing, every time they shop from the labels on board.
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SARTORIALLY SPEAKING
We have created a platform for you to lean into your sartorial side without the need to check hundreds of posts and pages on social media and websites. How, you ask? By curating capsule collections from our labels - selecting each and every piece that serves across occasions and design sensibilities.
Pick from our curation yourself, or let our Curator’s handpicked edits guide you to that artisanal and artistic ensemble you have been looking for. We are a fashion-first brand with a community at the heart of it. Over time, our philosophy around discovery has evolved further. Alongside introducing what is next, we are also creating space to rediscover pieces that still matter.
'That’s a chic look
I was told many times over while wearing emerging Indian labels at fashion weeks across the globe.
It’s Indian would be my prompt reply.
With a vision to build an incroyable offering of chic fashion and lifestyle brands, I have imagined a modern platform that I wished were in existence in India.
Think of it as organised collaborations of the future that work to promote labels and brands in a multitude of ways - a community-first approach that invariably drives growth.
I am always asked about my preferences in brands, where to buy outfits for all kinds of occasions, to make recommendations on styling looks - and have been encouraged by my community to embrace my leanings towards the world of fashion in a broader sense. So it has been a long time (be)coming of The Chic Indian.
THAT’S A CHIC LOOK
I was told many times over while wearing emerging Indian labels at fashion weeks across the globe.
IT’S INDIAN
would be my prompt reply.
With a vision to build an incroyable offering of chic fashion and lifestyle brands, coupled with
innovation, I
have imagined a modern platform that I wished were in existence in India.
Think of it as organized collaborations of the future that work to promote labels and brands in a multitude of ways, a community-first approach that invariably drives growth.
I am always asked about my preferences in brands, where to buy outfits for all kinds of occasions, to make recommendations on styling looks and have been encouraged by my community to embrace my leanings towards the world of fashion in a broader sense, so it has been a long time (be)coming of The Chic Indian.
A NEW-AGE E-COMMERCE PLATFORM
A NEW-AGE E-COMMERCE
PLATFORM
PROJECT SECOND SEASON
At The Chic Indian, we believe great fashion should continue to be discovered beyond the season it was first introduced in.
Every year, countless thoughtfully designed pieces remain unworn - despite the creative energy, craftsmanship, resources, and intent behind them. Collections move on quickly, but relevance does not always end with the season.
Project Second Season was created to change that.
As an evolving platform for curated unworn past-season fashion, Project Second Season partners with brands and designers to give exceptional pieces a renewed space for discovery, visibility, and wear. Rather than viewing past-season fashion as obsolete, we believe many pieces still deserve to be seen, styled, and experienced by the right owner.
We have always been about discovering incredible emerging labels. With Project Second Season, we are extending that philosophy further - creating space to rediscover pieces that still matter.
Because great fashion should not go unworn.
A FORM OF SELF EXPRESSION
The Chic Indian is an extension of my personal brand, personality, and my passion for the art of fashion. I have always imagined an aesthetically designed space that fuels engaging conversations around the joy of discovering exceptional fashion with a like-minded, explorative community.
My vision is to bring Indian designers to the world - at par and with excellence in the e-commerce landscape, enabled by thoughtful curations and a considered approach to fashion discovery.
Fashion is evocative, distinctive, sentimental, and one's worldview. The Chic Indian is a bridge that connects you with style that resonates with you.
ETHICAL PRACTICES
We are committed to building a more responsible and conscious fashion ecosystem - through thoughtful partnerships, intentional curation, and a growing focus on extending the lifecycle of well-designed fashion.
Project Second Season reflects this commitment by creating continued visibility and opportunity for unworn past-season collections that still hold relevance, quality, and value.
As a dropship model, we do not add extra layers of packaging to that of the designer's, or add unnecessary lead times for deliveries. We celebrate our carbon-neutral brands that adhere to sustainable practices and are transparent across their value chains.
As we continue to evolve, we remain focused on supporting designers, encouraging mindful discovery, and creating a more considered future for fashion.
We discover what's next - and rediscover what still matters.
Ai-tisanal
With AI tech, our ongoing core goal is to match personalisation with curated suggestions, whether one is hunting for a pivotal piece from fashion history or a sustainable brand that is carbon neutral. The platform helps connect an audience with product listings and assists them to find the precise vision of the desired item they are looking for, but often a seller’s descriptions may be too brief or lack the key words to help them find it. AI is a big driver to educating algorithms about what our community truly wants.
The Chic Indian is an extension of my personal brand, personality and my
passion for the art of fashion. I have always imagined an aesthetically designed space that fuels
engaging conversations around the joy of discovering exceptional fashion with a like-minded explorative
community. My vision is to bring Indian designers to the world, at par and with excellence in the
e-commerce landscape, enabled by modern technology and thoughtful curations. Fashion is evocative,
distinctive, sentimental and one’s worldview, The Chic Indian is a bridge that connects you with style
that resonates with you.'
- Puja Goyal Sarvaiya
How AI Works
Evolutionary Tech is an enabler of fashion, it does not impede the art of curation.
PUJA GOYAL SARVAIYA
MEET THE CURATOR
Puja Goyal Sarvaiya is passionate about brand building, strategy and helping niche, first-in-India as well as corporate brands find their corridor to their target audience by architecting their journey through unique narratives and bespoke marketing. She is the founder of Goyé and has worked with over 500+ brands so far.
An alumna of University of London (LSE), Strathclyde Business School and having completed certified programs from Wharton Business School, Harvard Business School, London College of Fashion and Sotheby’s Institute of Art, Puja started her career with GQ and Vogue India, Louis Vuitton, Le Mill and Gucci to name a few brands that inspired her to co-found her first pop-up and curated experiences startup, Luxsto.
During Covid, Puja pioneered in building a solution-driven tech led beauty aggregator site for the high-touch salon industry, aiding in alleviating the fear of clients by promoting salons’ safe distancing practices through social media – a never seen before in India. She was also brand strategist for Pure Nutrition, a leading Indian nutraceutical brand which was followed by the role of Chief Marketing Officer for India’s first clean luxury makeup brand, asa Beauty.
After assisting with the brand’s acquisition, Puja’s focus turned solely to fashion. As the co-founder of L’Agence G&A, an international agency that is building a corridor between Indian homegrown labels and the international runways of Paris, London, Dubai, NYC and more, Puja discovered a dearth in the aggregation of homegrowns labels, paired with smart search functionality that reaches a niche audience looking for unique and exclusive buys.
We are mindful of our carbon footprint while enabling the use of tech ethically and mindfully for purposeful finds that reduce consumer journeys on the platform significantly. As an online marketplace, our operations continue to have a significant impact on the environment and we are actively working to mitigate that impact on a daily basis.
As a dropship model, we do not add extra layers of packaging to that of the designer’s or add unnecessary lead times for deliveries, we also celebrate our carbon neutral brands that adhere to sustainable practices and are transparent across their value chains.
