The Vision and Impact of Aliyana by Meena Bazaar in North India's Ethnic Wear Industry

The Indian ethnic wear industry boasts a legacy that stretches back millennia. Each region possesses its unique styles and weaves, a testament to the country's rich diversity. Every stitch tells a story from the Kanchipuram sarees of Tamil Nadu, adorned with intricate zari work, to the mirror-embellished Phulkari dupattas of Punjab. A report by Statista estimates the Indian ethnic wear market to be valued at a staggering ₹1.75 trillion (USD 21.8 billion) in 2023 is likely to increase to 1.68 trillion rupees in the financial year 2025. These figures signify the industry's size and its deep-rooted significance in Indian culture.

The Indian ethnic wear industry is experiencing a dynamic transformation, fueled by rising disposable incomes and a burgeoning middle class. Deloitte projects India's middle-class population to reach 547 million by 2025, leading to a larger customer base investing in high-quality, intricately designed traditional attire. The intricate handwork and artistry behind ethnic wear are gaining recognition, with a renewed appreciation for skilled artisans. Government initiatives like the "Khadi and Village Industries Commission (KVIC)" are crucial in promoting traditional crafts and empowering artisans. Simultaneously, there is a growing demand for sustainable fashion as consumers become more environmentally conscious. This includes the use of organic fabrics, eco-friendly dyes, and ethical production practices. 

Amidst this ever-evolving sector, Aliyana by Meena Bazaar has emerged as a trailblazer, redefining ethnic luxury shopping in North India.

The story of Aliyana traces back to the visionary leadership of the late Shri SP Jain, who in the early 1970s, with his hard work and dedication, built a successful export garment business, Meena Bazaar, in Chandigarh. Joining in 1993, Rajnish Jain's passion for fashion and acute foresight in anticipating shifts toward fashion and trends led to the inception of Aliyana by Meena Bazaar. Recognizing the potential for growth and innovation in the fashion industry, Rajnish envisioned a brand that aimed to redefine luxury shopping in North India.

Aliyana Today

Today, Aliyana boasts two physical stores. The flagship store in Chandigarh spans 7,000 square feet, while the Mohali store, inaugurated by Jacqueline Fernandez, is spread across 5,000 square feet. These spaces offer a curated selection of high-end couture, from designer sarees to Indo-western ensembles, meticulously crafted by a team of creative designers from across the country. Over the years, renowned personalities such as Amy Jackson and Athiya Shetty have graced the stores, adding to their allure and prestige.

In 2021, Aliyana embarked on a digital journey, leveraging the power of social media to connect with a global audience. With a rapidly growing family of 275k+ followers on Instagram, Aliyana now delivers fashion beyond borders. Collaborations with celebrities like Kriti Kharbanda, Palak Tiwari, Jasmin Bhasin, and Tejaswi Prakash, among others, have further elevated the brand's profile. Numerous high-end magazine shoots have also solidified its reputation as a beacon of luxury fashion.

Rajnish Jain, Managing Partner of Aliyana, elaborates on this philosophy: "We endeavor to offer every customer an experience that makes them feel special and awestruck as if they belong to a fairy tale."

A first in North India, located on the first floor of the Mohali showroom, the Aliyana Designer Studio is the epitome of high-end couture. It boasts an array of clothing sourced from talented designers across the country, offering a unique blend of traditional and contemporary styles. 

"Our brand Aliyana is an answer to women's fantasy to charm by their looks. It's all about 'the beautiful you'," Manish Jain adds.

Aliyana by Meena Bazaar’s dedication to celebrating femininity is evident in every aspect of their stores. The Mohali outlet, with its five extravagant floors, each dedicated to a different style, is a testament to this commitment. From neon pop colors to classic bling, the store's exquisite interiors make it a haven for every woman seeking to indulge in the pleasures of glamour.

Rajnish and Manish Jain aspire to expand Aliyana by Meena Bazaar's footprint beyond Chandigarh, bringing their unique brand of luxury to new markets.