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Hajra Mohd Yusuf Payak speaks about launching her fashion brand ‘Kashish India’ during COVID-19 pandemic

When we say fashion, the first thing that comes to our mind is quality outfits which are in the latest trends. Be it casual outfits, ethnic wear or ready to wear outfits, one fashion label that offers the best of everything is ‘Kashish India’. The brainchild behind this brand is none other than Hajra Mohd Yusuf Payak, a fashion enthusiast who has always been passionate about garments and textiles. Since a very long time, she has had a plan of launching a fashion label of her own and it finally came to life in January 2020.

Fashion has been something the entrepreneur always had a flair about and being a fashion enthusiast she designed garments before launching her brand. While ‘Kashish India’ majorly has its exquisite collection of ethnic wear for girls and women, it also offers premium quality outfits for men. “The fabric used for shirts, kurtis, lehengas, sarees and other outfits are of best quality and are tested in lab before we get our hands on designing them”, said Hajra. Offering a variety of outfits including office wear, daily wear and traditional wear; the outfits are sold at an affordable price to the customers.

The main vision of the brand is to bring the best fashion at the forefront for men, women and kids. It has not even been a year and the brand has successfully managed to garner appreciation from its clients for its quality products at a very reasonable rate. Despite the year being a major challenge for everyone due to the pandemic, Hajra’s fashion label has seen a good growth in terms of sales.

Speaking about the same, the 43-year old said, “The year kicked off with great enthusiasm when we launched ‘Kashish India’. Little did we know, that the month of March awaited for a nationwide lockdown due to the coronavirus outbreak. Things were pretty messed up for 4 months since March, but now, the situation is better and I am glad that the customers have showered immense love over my brand during the dire times like these.” Adding to it, she stated that her team is working in bringing new outfits collection and they are sure that it will be loved by one and all.

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