Our Story

We have planted a seed. A sapling from the seed, grows and branches out to create a new life that gives life to the next generation to begin with a new life. GAACH is a ‘tree’ in Bengali which we believe is the universe. Gaach symbolises family through its intricate network of branches and showing continuity through all generations.

Gaach is a metamorphosis which is imperfect but beautiful in nature. We at Gaach believe in connecting the souls of artisans, craftsmen, and consumers through our valuable products.

Founder

Pranita Choudhury hailed from lower valley of Assam, a fashion graduate from Whistling Woods International. “As a 90’s kid raised with 5 siblings. We used to wear hand down clothes from my elder sister to my younger sister. We bought clothes twice a year during festivals. I have grown up wearing sweater knitted by my mother and aunt. The thought behind sustainability and slow fashion has been imbibed in me since childhood at my home. The idea behind Gaach is to offer product coming from Indian soil and join the wave of slow revolution.”

Design Philosophy

We make clean garments that have a low environmental impact and last a long time with the help of local artisans recognizing and respecting style, talent, and culture.

      We strive to create simple yet contemporary designs that emphasis the importance of the gradual process.

Deeply rooted in culture

The idea behind Gaach is to be a story teller of Indian artisans through our product to the world by joining the wave of slow revolution. As a travel enthusiast, I have covered various parts of India. One thing which can’t be ignored are the mix of cultures and crafts in India. Every few kilometer there are new crafts, which are unexplored.

At Gaach, designs are inspired from nature, culture, travel and nostalgic elements. We believe in design which are seasonless with minimum wastage without losing its quality and mindful small-batch production. We don’t sell just a product, we sell value. Buy not just a product, buy value.

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