NISHORAMA's Collections Bring A Street-Like Edge To Conventional Indian Silhouettes

As someone who went to college in a place where wearing kurtas every day was the norm, I learnt much later that the idea of wearing traditional clothes outside of festivals and family functions was not considered “cool.” To dismantle this very notion, Ria Mehta and Ramnek Chhipa came together to found 'NISHORAMA' — a brand rooted in youthfulness and a colourful celebration of ‘desi’ pride.

At just 20 and 21, they transformed a scrappy ambition into a label that now serves over 20,000 customers worldwide. NISHORAMA aims to be a brand "for Indian Gen-Zers and by Indian Gen-Zers." Their garments — handcrafted, block-printed, and often inspired by regional artisan techniques — blend heritage with a streetwise modern edge. Rejecting minimalism and neutral palettes, the brand champions vibrant colour and unapologetic cultural pride. Even the name 'NISHORAMA' carries emotional weight, a coined word combining the names of family members, paying tribute to the support system behind the brand.

Its direct-to-consumer model allows the founders to stay nimble, overseeing everything from fabric sourcing to customer dialogue. But what truly sets NISHORAMA apart is its transparency. The brand wears its failures as openly as its successes. On social media, Ramnek and Ria document design missteps, logistical challenges, and the daily realities of building a homegrown label in an inherently Gen Z way that doesn’t make NISHORAMA intimidating like other upscale Indian-wear brands. Their Instagram page functions like a digital diary, chronicling their growth and positioning within India’s evolving fashion landscape. The result is a raw, refreshingly human approach in an industry often obsessed with perfection.

At its core, NISHORAMA’s philosophy is about reclaiming cultural pride through everyday wear. “Jhumkas with jeans, kurtas without occasion,” reads one of their taglines, a line that doubles as a manifesto for a generation redefining what it means to be Indian. Their latest Diwali collection, 'Tyoharcore 3', is a loud, joyful explosion of colour, prints, and silhouettes. From sharara sets to men’s kurtas, there’s something for everyone this festive season.

As a clothing label, NISHORAMA asks its wearers to express something deeper than style: identity. It invites a new generation to reclaim their culture through the motifs of their everyday wear. It’s a reminder that fashion doesn’t need to chase Western validation to feel modern — that sometimes, the future of style looks a lot like the past, just reimagined. NISHORAMA stands as proof that identity can be both loud and rooted, and that sometimes, the most radical thing you can do is wear your culture in full colour.

You can check out their online store here, and follow them on Instagram here.

If you enjoyed reading this, here’s more from Homegrown:

Raw Mango's New Festival Collection Is A Surreal Blend Of Culture, Craft, & Creativity

Irani Cafés & Art Deco Dreams: ASAII's Latest Collection Paints Bombay in Motion

Darjeeling's P.E.L.L.A Is Ushering In A Slow & Radically Rooted Era Across Indian Fashion