Behno, a New York-based handbag brand, is expanding its 'Made in India' concept to the Indian market. Behno, meaning 'sisters' in Hindi, offers a range of statement pieces, while pioneering sustainable standards for the manufacturing industry by changing the way artisans are viewed, employed and treated. Founder Shivam Punjya decided to expand into India after noticing high consumer engagement from the country. Behno's new collection includes exclusive styles for the Indian audience, which will roll out globally over the next year. The brand's signature teardrop silhouette has been adapted into a potli, a modernised version of a bag traditionally worn by South Asian women.
Behno, a label that prides itself on the ‘Made in India’ concept, was established eight years ago with the intention of challenging the prevailing assumptions about homegrown manufacturing brands in the fashion industry. Behno, which means ‘sisters’ in Hindi, not only provides a range of statement pieces that transform any outfit from dull to dazzling, but also pioneers a new sustainable standard for manufacturing in the industry by revolutionizing the way artisans are viewed, employed, and treated.
Since debuting its first ready-to-wear collection in February 2015 in Mumbai, this New York-based brand has been making its way from one fashion capital to another. Two years ago, during a team meeting, Behno noticed the high consumer engagement it was receiving from India, prompting them to take a deep dive and explore the possibility of an Indian expansion. According to Shivam Punjya, founder and creative director of the label, “a ‘Made in India’ brand had to also be available for the Indian market,” and hence Behno “came home” this year.
Behno Releases A New Collection Tailored To Fit Desi Lifestyle
Before the pandemic, the team visited India to expand the brand, and Shivam met with Katrina Kaif, one of the most popular B-town celebs, who now joins their team as the brand ambassador. Behno’s homecoming also marks the launch of a new collection of bags, which showcase the brand’s design sensibility and functionality required for the modern citizen’s lifestyle. The creative director explains, “We looked up how people travel in India in their day-to-day lives, whether it’s by car or by train, by rickshaw or by foot, and what are the various functional elements that make sense for each mode.”
The new arrivals launching in India reflect the signature elements that carry through their handbags globally, such as the iconic knot, rope handles, edge painting, and asymmetrical flaps. According to Punjya, “Our design elements aren’t just visually appealing, they’re largely rooted in symbolism.” Behno’s handbags are crafted from materials that come from a tannery that maintains rigorous protocols to assess the environmental compliance and performance capabilities of leather manufacturers to promote sustainability and transparency.
Behno’s latest edit features some exclusive styles for the Indian audience, which will gradually roll out globally over the next year. Among the highlights is the Ina Potli, a modernized version of the nostalgic bag that almost every South Asian woman has in her wardrobe. The Ina Potli promises to traverse the multifaceted lifestyle that the modern citizen lives from day to night.
Behno’s collections are seasonless, and hence, they don’t name them by season. Nevertheless, they attribute the name of their collections to their inspiration occasionally. The brand’s bags come in a wide range of colours, including neutral colours such as pebble almond, pop hues like pebble red, and pastels like milled blush. The brand is known for reintroducing its staple colours season after season, and some of its notable offerings include the Frida mini crossbody bag, Mary bag, and Elizabeth baguettes.
Behno is a fashion label based in New York that specializes in crafting sustainable and ethically-made handbags. The brand was founded in 2014 with the aim of challenging the preconceived notions surrounding homegrown manufacturing brands in India and has since expanded globally while maintaining its commitment to ethical and environmentally responsible practices.
At ChulDaily, we’re here to help you navigate this overwhelming world of stuff. All of our market picks are independently selected and curated by the editorial team. All product details reflect the price and availability at the time of publication. If you buy something we link to on our site, Truoosh may earn commission.