Behno reaffirms focus on Indian market and local artisans

Sustainable accessories brand Behno has reaffirmed its focus on the Indian market. The US-based brand aims to partner with local artisans to create designs which resonate with the country’s shoppers.

“Made in India is a statement we’re proudly championing, while staying resolute in our values of ethical production,” said Behno’s founder Shivam Punjya, Homegrown India reported. “It’s about revisiting where we started and understanding our role within that space… Everything we do on the backend is powered by the ethos and manifesto we set in place in the beginning. It’s just how we operate.”
 
Behno is currently focusing on forging deeper connections with its Indian customers to build a dedicated following in the country. The brand is also working to uplift local artisans through its India production methods.
 
The label launched in the Indian market in June last year with Bollywood celebrity Katrina Kaif brought on board as an investor, The Hindu reported. The label aims to promote sustainable and minimalist fashion in the country while supporting the ‘Make in India’ initiative.
 
Behno’s handbags are designed in New York, US and manufactured in India, according to the label’s Facebook page. The brand has a modern, minimalist aesthetic and retails in the Indian market through its direct to customer e-commerce store as well as on multi-brand e-commerce platforms including Tata Cliq Luxury and Ajio Luxe.