In the rapidly evolving landscape of women’s fashion, Varanga has carved a niche that stands as a testament to visionary leadership and strategic ingenuity. Founded in 2014 by Mrs. Ragini Mishra Roy and Mr. Shrikant Dinesh Kumar Chandak, Varanga has grown from a small startup into an industry leader, boasting an annual turnover of ₹200 crores and a customer base that spans over 15 million women across four countries. This journey is not just a story of numbers—it’s a narrative of bold decisions, innovative strategies, and an unyielding commitment to redefining ethnic fashion.
Strategic Inception and Early Challenges
The inception of Varanga was driven by a singular vision: to offer contemporary ethnic wear that resonated with the modern Indian woman. Ragini and Shrikant, coming from diverse professional backgrounds, saw an opportunity to merge creativity with business acumen. With an initial investment of ₹25 lakhs and a meticulously curated collection of 100 products, they set out to challenge the status quo. Their vision was clear from the start—Varanga would not be just another fashion brand but a movement that celebrated the unique blend of traditional elegance and modern style.
In a market saturated with established players, the founders faced the daunting task of creating a distinct identity. The early days were marked by relentless efforts to understand consumer behavior, fine-tune product offerings, and position Varanga as a brand that delivered both quality and style. Their commitment to bootstrapping allowed them to focus on organic growth, where every rupee and every decision was carefully measured to build long-term value.
Innovative Product Offerings and Customer-Centric Design
Varanga’s product range is a masterful blend of traditional and contemporary aesthetics. The brand’s collection includes an array of women’s clothing—elegant kurtas, versatile kurta sets, stylish coords, chic dresses, and smart bottom wear—each piece designed with the modern, empowered woman in mind. The design philosophy centers on the idea that fashion should be both expressive and comfortable, enabling women to seamlessly transition from boardroom meetings to festive celebrations.
Ragini’s expertise in understanding fashion trends and customer preferences has been instrumental in shaping the brand’s offerings. Her approach is deeply customer-centric, ensuring that every collection is not only trendy but also practical for the day-to-day lives of working professionals. Shrikant’s analytical mindset complements this creative vision, enabling the founders to adopt a data-driven approach that streamlines production, optimizes supply chains, and ensures impeccable quality control.
Building a Resilient Organization
Behind Varanga’s soaring success lies a resilient organization built on the principles of empowerment and innovation. With a team of 150 employees, including 80 women who bring creativity and dynamism to the company, Varanga thrives on a culture of collaboration and excellence. The founders have meticulously built an environment where every team member feels valued and empowered to contribute to the brand’s success.
One of the most significant challenges during the scaling phase was maintaining consistency in quality while rapidly expanding operations. Ragini and Shrikant tackled this head-on by refining internal processes, investing in state-of-the-art technology, and establishing robust quality control measures. Their strategic approach ensured that even as Varanga expanded its footprint across four countries, the essence of the brand—its commitment to quality and customer satisfaction—remained intact.
Embracing Digital Transformation and Future-Forward Strategies
In today’s digital age, a strong online presence is paramount. The founders recognized early on that digital transformation was key to reaching a broader audience. Varanga’s aggressive digital marketing strategy, paired with a user-friendly e-commerce platform, has significantly amplified the brand’s reach. The use of social media and targeted campaigns has not only driven sales but also created a vibrant community of loyal customers who are deeply connected to the brand’s story.
Looking forward, Varanga is poised for further expansion. The strategic blueprint for the coming months includes the launch of exclusive seasonal collections, enhancements to the online shopping experience, and the development of an omni-channel retail strategy. These initiatives are aimed at tapping into emerging market trends and solidifying Varanga’s position as a leader in the ethnic fashion segment.
A Vision for the Future
The journey of Varanga is an ongoing mission—a mission to empower women through fashion that reflects both their cultural heritage and modern aspirations. Their vision extends beyond business metrics; it is about creating a legacy that inspires future generations of entrepreneurs. The founders are actively seeking strategic partnerships to fuel the next phase of growth, with an eye on expanding Varanga’s global footprint and introducing innovative product lines that cater to evolving consumer needs.
Their story is a shining example of what can be achieved when passion meets strategy. By staying true to their core values while embracing new opportunities, founders have transformed Varanga into a fashion powerhouse that not only sets trends but also redefines them.
In the ever-changing world of fashion, Varanga’s rise is a powerful reminder that success is built on vision, resilience, and the courage to challenge conventional boundaries. As the brand continues its upward trajectory, its founders remain steadfast in their commitment to empowering women, one stylish garment at a time.
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