In recent years, there has been a significant shift in fashion preferences towards comfortable clothing, with versatility being key, allowing consumers to seamlessly transition between home relaxation and dressing up for various occasions.
While traditional office attire like pencil skirts and shirts remain a timeless classic, Jisora, a homegrown brand, has challenged traditional fashion norms, particularly with the rise of ‘Lockdown Dressing’. This trend highlights the growing demand for variety, a demand that Jisora, as a customer-centric brand, fully embraces.
Jisora recognises the role of fashion as a means of escapism, blending comfort and style in its designs whilst curating products that effortlessly blend elements of home and officewear. The brand prioritises pure cotton fabric to cater to the increasing consciousness of consumers who seek both comfort and style in their clothing choices.
“Our designs embody a harmonious blend of modern and traditional aesthetics, drawing inspiration from vibrant Indian colours and prints while infusing modern silhouettes. This unique approach has allowed us to tap into previously unexplored market segments, offering a fresh perspective on contemporary fashion,” Kavya Sethi, Co-Founder of Jisora told Apparel Resources, in an exclusive interview.
Founded in 2020 by four siblings, Jisora originated from the aspirations of Kavya Sethi, Mehul Sethi, Tushar Sethi and Khushboo Sethi. Fuelled by a longstanding desire to create something meaningful, the siblings seized the opportunity presented in 2020 and established the brand.
“Drawing on our passion and our family’s expertise, we saw a gap in the market and took the leap to start Jisora. The foundation of Jisora was built on our collective strengths, shared aspirations and unwavering commitment to success. Despite the challenges, we embraced the opportunity and worked together to bring Jisora to life,” Kavya highlighted.
Jisora employs a multifaceted approach to make womenswear fashion more affordable without compromising on quality. By optimising its supply chain, implementing a direct-to-consumer model and leveraging economies of scale, Jisora reduces production costs and eliminates unnecessary mark-ups, offering competitive prices to customers.
Product categories and pricing
Jisora offers a range of loungewear, Westernwear and co-ord options for women aged 20 to 45.
Loungewear pieces retail onwards of Rs. 999, with an average of Rs. 1399 and feature comfortable and stylish pieces. Westernwear, encompassing dresses, jumpsuits, tops and pants, start as low as Rs. 699 for trendy and versatile fashion choices and feature an average price of Rs. 1399. Co-ords, on the other hand, have a starting price of Rs. 1299, with an average price of Rs. 1399 and present coordinated sets that blend fashion and comfort seamlessly.
Jisora’s designs and craftsmanship are characterised by a blend of timeless elegance, meticulous attention to detail and innovative fabric combinations that set them apart. Each garment exemplifies flawless finishing, showcasing fine stitching and refined touches that reflect a commitment to quality.
What makes the brand stand out
At Jisora, the brand’s commitment to comfortwear is deeply ingrained in its ethos. Premium cotton is meticulously chosen for clothing, providing a luxurious and soft feel that prioritises customer comfort. This commitment to comfort is supported by a diverse range of products available at competitive prices, upholding uncompromising quality standards that distinguish Jisora in the market. In addition to this, Jisora enhances its offerings with unique prints, introducing a touch of individuality that resonates with customers who are looking for both affordability and distinctive style.
Commenting on the same, Kavya said, “By focusing on quality control and prioritising customer satisfaction, we aim to cultivate a loyal following that values both comfort and style that Jisora provides. Through strategic marketing initiatives, our goal is to establish Jisora as a prominent and recognisable brand within the industry, known for its commitment to quality, comfort and unique style.”
The brand’s signature prints and patterns add a touch of artistry, drawing inspiration from cultural motifs and nature. Versatile styling options allow for personalised looks, while a focus on comfortable fit ensures that Jisora’s pieces are not only stylish but also easy to wear all day.
The brand’s focus on timeless design, smart fabric selection and efficient inventory management further enhances its ability to provide accessible price points while maintaining high-quality standards. |
A blend of tradition and modernity
Jisora skillfully navigates the delicate balance between tradition and modernity by preserving the essence of traditional craftsmanship while infusing its designs with a contemporary edge.
The brand carefully selects traditional motifs, techniques and textiles as the foundation of its creations, paying homage to cultural heritage and artisanal roots. At the same time, Jisora embraces modern design trends, innovative cuts and fresh colour palettes to bring a current and forward-thinking touch to its collections.
By blending elements of the past with the spirit of the present, Jisora creates a seamless fusion that resonates with customers seeking a harmonious blend of classic sophistication and modern flair.
Materials, manufacturing and sourcing
Established in 2020, Jisora has grown into a family of 100 members today.
The brand operates its main manufacturing unit in Jaipur, where the entire production and manufacturing process is carried out in-house. The brand is dedicated to using high-quality pure cotton exclusively in its products, sourcing raw materials from different regions across India. The printing process is managed by the in-house team, with fabric primarily sourced from South India and Bhiwandi.
Jisora introduces a thoughtfully curated collection of around 40-50 designs every month as part of its seasonal edition collections, with regular stock replenishment. The brand ensures exclusive storage of its product inventory within its warehouse in India, extending online availability to customers worldwide.
A brand with a heart
Jisora demonstrates a commitment to sustainable and ethical business practices, through a range of initiatives. From prioritising ethical sourcing with a focus on fair labour practices to striving for the use of environmentally friendly materials and processes that reduce the brand’s environmental footprint, Jisora is dedicated to responsible production. The implementation of waste reduction practices, alongside a commitment to recycling and upcycling, further underscores the brand’s dedication to minimising its impact on the environment.
Actively supporting local communities by providing fair wages and fostering opportunities for growth and maintaining transparency about its supply chain and production processes ensures that the brand is accountable and its processes traceable. Through these comprehensive practices, Jisora seeks to make a positive contribution to both the environment and society while consistently delivering high-quality products to its customers.
Opting for natural fabrics like cotton addresses common issues such as sweat, itching and rashes often associated with synthetic materials. |
The secret ingredient
With a steadfast commitment to customer satisfaction, Jisora goes above and beyond by engaging in personalised interactions and promptly addressing customer needs. The company’s dedication to swift delivery not only reinforces trust and reliability but also emphasises a hassle-free return and exchange process, showcasing a focus on customer convenience and a seamless shopping experience.
Furthermore, Jisora’s competitive pricing for high quality products appeals to customers looking for value, nurturing loyalty and satisfaction. Through exceptional service and premium product quality, the brand harnesses word-of-mouth marketing, organically expanding its customer base and building a robust brand reputation.
Additionally, the provision of freebies further enhances the customer experience and adds value to the overall shopping experience of customers, solidifying Jisora’s position as a brand that prioritises customer satisfaction and value in the dynamic fashion market.