Founded in 2014 by Nahiyan Naser and Rafe Rais Hannan, Gorur Ghash was conceived as a Facebook page that sold posters. Come 2017, the brand transitioned into the apparel segment when Nahiyan ‘joined forces’ with Ali Sakhi and Fahim Sehtab, upon Rafe’s exit.
A Bangladesh-based Direct-to-Consumer (DTC) start-up, Gorur Ghash is an online lifestyle and clothing brand which stands out in the market owing to its catchy name and fusion of comedy with fashion.
During its initial phase as a clothing brand, Gorur Ghash’s first trial was somewhat disheartening. Reality struck the trio when their first products were not up to the mark. But working with multiple suppliers, strict adherence to quality control and considering other people’s opinions on their products helped strengthen the brand’s foundation.
Nahiyan Naser, Managing Director; Ali Sakhi Khan, Chairman and Fahim Islam Shetab, Director of Gorur Ghash rose the brand to prominence in 2018, mainly with the successof their in-house videos. The brand today provides high-quality products at lightning speed all the while tickling consumers’ funny bones.
PRODUCT ASSORTMENT AND PRICING
Gorur Ghash offers a wide range of products ranging from kimonos, cord jackets, hoodies, velvet jackets, turtlenecks, regal silk tops, wrap tops, anti-hairfall pants, button down shirts, band collar shirts, cuban collar shirts to T-shirts and accessories.
The T-shirts and accessories are priced onwards from BDT 400, whilst the remainder of their products start at BDT 1000 for all segments.
Targeting teens and young adults aged between 15 and 30 years old, Gorur Ghash’s branding and marketing strategy projects the brand to be a fun and relatable label which is known for its quirky prints and off beat slogans.
Apart from offering the standard range of sizes including S, M, L, XL and XXL, Gorur Ghash also manufactures XS, free and plus sizes for some of their products.
“We rely heavily on our product design. We try to experiment with unique prints, form factors and fabric. For instance, the corduroy jackets we launched in 2017 stood out in the Bangladeshi market back then because of the use of cord in that specific form factor. On top of all that, humour is an essential element to everything that we do, starting with naming products, creating videos, responding to customers and so on,” Fahim Islam Shetab, Director of Gorur Ghash told Apparel Resources (AR), in an exclusive interview.
Humour and reliability serve as the basis of Gorur Ghash’s efforts to make their pieces stand out in the market. The brand further aims at incorporating the latest trends and pop culture references for added relatability.
MANUFACTURING AND SOURCING
The brand outsources the production and manufacturing of all its garments and accessories, all the while working closely with their partner factories to bring Gorur Ghash’s design sensibilities to life. All their partner factories are based inDhaka, Bangladesh.
“We work with a huge variety of fabrics, including but not limited to, viscose, varieties of cotton, silk, georgette, linen, flannel, corduroy and fleece,” Fahim highlighted, adding, “We do not own and operate facilities to create these. However, we closely work with textiles and other partners to source these.”
In order to ensure quality for the quantities Gorur Ghash produces, the brand works with export-oriented textiles and factories to source majority of their raw materials.
Additionally, the brand sources its fabrics from the markets located in Gazipur and Narayanganj that offer a wide variety of textiles for production.
Coming out with around 8 collections per season, Gorur Ghash goes through a maximum of 2 rounds of restocking, based on consumer demand.
THE PANDEMIC EFFECT
As the aftermath of COVID-19, Gorur Ghash has been working closely with their supply chain partners, particularly in delivery and payment, to ensure contactless delivery and payment options for their ‘disciples’ (in sync with the element of humour that the brand stands for, this is how Gorur Ghash likes to address its customers).
“This helped in creating a sense of safety amidst our disciples and helped continue sales during the lockdown. Besides, we tried to keep our online audience as engaged as possible via informative videos, in order to encourage browsing and purchasing from Gorur Ghash,” Fahim explained.
The brand also offers quick doorstep delivery of their products.
The brand has a proper inventory management system, which allows them to be efficient and cut down on operational costs. Gorur Ghash stocks its products in Bangladesh at their own warehouse. Additionally, for their Amazon US operations, the brand stocks its products in Amazon’s warehouse facility.
Gorur Ghash aims to become the benchmark for DTC brands based in Bangladesh as well as for quality in the online fashion space.
Currently, Gorur Ghash operates online via their official e-commerce store www.gorurghash.com and also through their Facebook page and Instagram account.
