10 niche and luxury homegrown brands to look out for in 2025

Amid a global appetite for the bespoke and the quietly rare, a crop of Indian brands is crafting its lexicon of luxury—not by logos, but by lineage and material integrity. These names aren’t vying for attention; they’re commanding it.

Their appeal lies in the details—less like purchases, more like possessions. In a world accelerating toward the trending and the temporary, these brands offer something slower, stranger, and far more intimate, and in 2025, they’ll be impossible to overlook.

Gazal Gupta Couture

Gazal Gupta, a name synonymous with timeless Indian couture, has spent over a decade weaving heritage into fashion. With seven stores across Delhi, Mumbai, and Hyderabad, her brand stands as a celebration of artistry, tradition, and the modern Indian woman. Deeply inspired by architecture, culture, nature, and vibrant colours, Gazal’s design philosophy bridges the richness of Indian craft with contemporary elegance.

Her Spring/Summer 2025 collection, Tana Bana, draws from the sun-drenched deserts and festive rhythms of Kutch, Gujarat. Infused with summer’s radiance and the intricate textile legacy of the region, the collection captures the evolving essence of Indian wedding celebrations, particularly the rise of carnival-style festivities. Fluid silhouettes, handcrafted details, rich colours, and a playful energy that’s equal parts tradition and modernity.

With Tana Bana, Gazal reinvents festive couture with a sense of joy, tailored for the new-age bride and wedding guest: bold, expressive, and unafraid to mix tradition with personal flair. From handwork to fluid drapes and unique pairings, every ensemble is made to move, celebrate, and stand out. For Gazal, this collection isn’t just about clothing, it's about mood, moment, and memory.

Varq Jewels

Rooted in heritage yet refreshingly modern, Varq Jewels reimagines heirloom jewellery for today’s woman. Founded by Niharika Jain, the brand blends traditional Indian craftsmanship with a contemporary design language, offering Moissanite polkis set in sterling silver with 18kt gold plating. From statement wedding pieces to everyday essentials, Varq celebrates thoughtful luxury that’s both meaningful and wearable. With a growing presence and a loyal clientele, the brand is carving its place as India’s next global accessory label - where beauty, value, and story come together in every creation. With nostalgic design language that moms love and modern styling that daughters take inspiration from, Varq caters to all age groups who are looking for something for a special occasion or for their personal collection. Must check out their highly curated catalogue with the entire range from a quintessential polki string or a statement choker.

Studio Moda India

Studio Moda India, a conscious resort-wear label, blends distinctive design with social responsibility. Founded by Devina Salarpuria, the label is committed to circularity in design, partnering with local artisans and utilising resources regionally to boost the local economy. Studio Moda India uses only natural, luxurious fabrics and locally handcrafted plastic-free embellishments. Studio Moda India urges consumers to make responsible fashion choices, considering its long-term impact. Timeless styles with fabrics that last, Studio Moda India, also develops all its prints in-house with limited drops. Studio Moda India's ethos extends to social impact, with proceeds supporting NGOs and showcasing their skills through ‘Elemental Shift'—a passion project. Each collection, like the latest "Wildflower" line inspired by India's floral diversity and secular harmony, tells a story, celebrating the country's rich heritage.

Aggunj

Aggunj captures the spirit of Indian craftsmanship through modern silhouettes, where soulful design meets contemporary versatility. At its core, Aggunj is not just a fashion brand- it’s a philosophy. A celebration of the Indian woman who is passionate, spiritual, dynamic and deeply rooted, yet globally aware. Founder Gunjan Arora, the creative force behind Aggunj, believes in storytelling through textures and craftsmanship. “For me, the finishing inside a garment is just as important as the outside- it reflects respect for the craft and the wearer,” says Gunjan, who pays close attention to how a garment feels & flows.

Aggunj’s signature floral appliqué embroidery, made using leftover sequins, threads, glass-cut beads and fabric cuttings, is a testimony to its commitment to sustainability. “The idea of giving discarded elements a second life and making them part of something exquisite, resonates deeply with my larger purpose of mindful design,” Gunjan adds. This unique approach has shaped Aggunj’s visual language into one that’s richly layered and quietly bold. Employing and uplifting women artisans remains a central focus. With a growing clientele that seeks handcrafted luxury with purpose, Aggunj is now poised for a global journey. The vision is clear: to take Indian craftsmanship to international runways while staying true to its ethos of elegance, empowerment and conscious fashion.

9899

At 9899, it all begins with one simple thought: when you dream of your next holiday, you think of us. Co-founded by Pooja Gouti and Vedika Fomra Madhogaria, the name is a reflection of who they are: ‘98’ for Vedika, ‘99’ for Pooja, two friends with distinct yet complementary visions of fashion. Together, they bring contrasting perspectives to the table: Vedika’s love for flattering, wearable design meets Gouti’s creative, artistic instinct. The result? Collections that strike a balance between structure and spontaneity, minimalism and bold, with a touch of personality. Designed for the woman who embraces feminine aesthetics, 9899's silhouettes flatter, flow and are made to move with you from brunches to getaways and everything in between. Made to order and never overproduced, every piece is carefully crafted. As seasons shift, so do we, with timeless designs and our signature love for flare in every piece.

Aarti Sethia

Known for its signature Gota Patti Jaal Saree, hand-embroidered in real gota by master artisans, label Aarti Sethia, rooted in Jaipur, transforms tradition into heirloom pieces. This year, the collection expands to include drape sarees, offering a modern, effortless twist to classic silhouettes. With a mission to take Indian textiles global, the label stands for more than fashion; it’s a celebration of culture, creativity, and conscious luxury. Each piece is designed with enduring value in mind, bridging generations through craft. From bridal couture to everyday elegance, the label continues to redefine how tradition meets contemporary living.

Rangaari

For those who value comfort, affordability and thoughtful fashion, Rangaari is a homegrown label that checks every box. From breezy kurta sets and cosy loungewear sets to elegant kaftans and summer-ready tunics. Rangaari has something for everyone. Founded by Niharika Agarwal, Rangaari was born out of a simple yet powerful vision: to create clothing that’s easy on the eyes, gentle on the skin and kind to your pocket. The brand emphasises on quality—especially when it comes to choosing fabrics that can withstand the sweltering Indian heat while still feeling soft and breathable.

Rangaari also believes that fashion should adapt to your life—not the other way around. That’s why they offer customisable, feeding-friendly outfits designed for new mothers who don’t want to compromise on comfort or style. So, in turn each piece is made in-house in small batches, ensuring quality craftsmanship without the waste of mass production. They also convert the Katran (leftover fabric) into scrunchies and fabric buttons.

Nauvab

NAUVAB is taking the country by storm with its bold reinterpretation of the classic Peshawari sandal. Designed for the modern Indian man, NAUVAB blends traditional craftsmanship with contemporary design, creating footwear that feels both rooted and refined. Each pair features premium materials, supple leather uppers, soft inner linings, and durable soles—engineered to offer breathability and comfort in the Indian summer heat. The sleek silhouette, accented with modern elastic details, makes it versatile enough to pair with ethnic or casual wear. With its fusion of style, substance, and cultural pride, NAUVAB’s modern-day Peshawaris are poised to become this summer’s breakout trend in men’s fashion.

Petticoat Lane

Petticoat Lane by Divya Sahaya Aggarwal is a love letter to vintage romance where old-world charm meets modern-day muse. Under Aggarwal’s thoughtful direction, the collection is an interplay of heritage and modernity, marked by free-spirited silhouettes and artisanal detail. Each piece whispers timeless grace, designed for the woman who moves through life’s celebrations with effortless elegance and quiet confidence. Drawing inspiration from India’s storied craft traditions, Petticoat Lane reimagines classic flora and motifs in a palette of soft, enchanting hues. The signature thread embroidery, meticulously handcrafted, serves as narrative: a revival of iconic blooms, a reinvention of heirloom artistry.

This is fashion with feeling where every drape tells a story, every detail holds intention. It is an expression of feminine poise rooted in tradition, yet alive in the now. From fabric to finish, Petticoat Lane is a celebration of craftsmanship and culture, a tactile tribute to India’s artistic legacy. These are garments not just worn, but lived in, meant for women who carry their heritage with pride and their style with ease.

Earth by Blancora

Earth by Blancora is a brand founded in 2022, launched by the creative head, Sneh Nandu. Earth is an eco-friendly and sustainable womenswear brand with natural hues, minimalistic silhouettes, and fluid fits that elevate your wardrobe staples. The collection uses fabrics like linen, cotton jacquards and crinkled cottons that are long lasting, making it perfect for the modern woman who makes conscious choices for herself and the planet. Inspired by her travels, the founder blends various elements from nature and culture into her designs, creating affordable luxury. Sneh Nandu, creative head and founder of Earth by Blancora, started her journey in fashion with her family's textile business which eventually diversified to a sustainable initiative.

Lead image: Varq Jewels, Gazal Gupta Couture

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