The Chic Indian — a digital discovery platform dedicated to contemporary and emerging Indian labels has debuted in India. Founded by branding and fashion strategy expert Puja Goyal Sarvaiya, the platform blends editorial curation with advanced technology to offer a refined and culturally informed shopping experience.
The Chic Indian stands out with features like an AI-powered styling assistant that provides personalised outfit recommendations and an image-based visual search tool that helps users find products using photos. The platform also offers a member-exclusive ‘Access Pricing’ model, giving shoppers up to 20% off on every purchase.
Founder Puja Goyal Sarvaiya said, “The Chic Indian was born out of a personal desire to build a platform at par with international marketplaces – one that brings resonance to the experience of shopping for premium products. It solves the real challenge of finding style-forward, unique, undiscovered pieces that align with individual aesthetics, through hyper-curated collections, some of which are rooted in my own fashion journey. With this launch, we are creating a community-first, tech-driven space that champions conscious fashion and celebrates storytelling through design.”
The platform currently showcases a curated selection of over 40 brands and more than 900 SKUs, featuring names like Elsa Nilaj, Siddhant Agrawal, Rosani, Priya Agarwal, Econock Studio, and LoveShafali. The collection includes apparel, accessories, preloved and vintage pieces, and gender-neutral options.
With an aim to grow its curated brand count to over 100 in 2025, The Chic Indian also plans showroom-style pop-up events across major Indian metros and key international cities aligned with global fashion weeks.
Positioning itself as a community-first, tech-driven platform, The Chic Indian encourages conscious consumption while helping users explore fashion through storytelling and design.
