Crafting a Sustainable Fashion Dream Komal Kaur and Stanley George, the Innovators Behind Bohemian Dream

In the bustling world of ecommerce, where trends evolve rapidly, two visionary professionals, Komal Kaur and Stanley George, observed a growing gap that needed bridging. Having worked in the apparel industry, they noticed the gradual fading away of traditional Indian crafts from the market. These crafts were either confined to local markets or offered at premium prices under niche designer labels. This realization led to the birth of Bohemian Dream in 2017, a label based in Gurugram that is redefining Indian crafts through contemporary and affordable Indie-Bohemian clothing.

The duo, both alumni of the National Institute of Fashion Technology (NIFT), recognized the need to preserve and rejuvenate Indian crafts while making them more accessible to a wider audience. Komal Kaur, Co-founder, shares, “Bohemian Dream was started with an idea to bridge this gap and increase the acceptability of these crafts among a wider audience.” The start-up’s mission is centred on bringing Indian crafts and textiles to life in a new avatar, capturing the imagination of the youth.

Innovators with a Purpose: Komal Kaur and Stanley George

Komal Kaur and Stanley George, with their strong backgrounds in ecommerce and sustainability, embarked on this journey to revive and redefine traditional Indian crafts. Both founders quit their positions at Myntra in 2017 to embark on their entrepreneurial venture. With a combined experience of over six years in retail and ecommerce, they identified a gap in the industry – sustainable fashion brands existed, but their price points often limited their accessibility to the masses.

The co-founders took it upon themselves to bridge this gap. Operating with a lean team of 16 members, they oversee every aspect of the business in-house, from design and creation to dispatch. Their commitment to quality control and innovative design shines through in every piece they offer.

The Bohemian Dream Essence: Weaving Traditions into Modern Fashion

Bohemian Dream offers a diverse range of products under three main categories: clothing, bags, and gift cards. Their clothing line features dresses, jumpsuits, tops, and overlays, all crafted using handloom fabrics adorned with traditional prints like ikat and kantha work. The bag collection showcases embroidered sling bags and clutch bags, each flaunting vibrant and colourful designs.

One of the brand’s standout features is its commitment to sustainability and zero waste. The start-up up cycles fabric wastage to create accessories, masks, and shopping bags. The founders also emphasize the elimination of plastics from their packaging, targeting a zero-plastic approach by the end of the year.

A Trailblazing Journey: Growth, Values, and Future Prospects

Bohemian Dream’s unique value proposition lies in its design language and competitive pricing, setting it apart from competitors. The start-up’s in-house manufacturing unit allows for greater control over product quality and design innovation. With an ever-refreshing range of styles introduced weekly, they ensure that returning customers experience a sense of novelty.

The venture, bootstrapped with the founders’ personal savings of Rs 8 lakh, proved successful and achieved cash positivity by the end of its first fiscal year. Clocking a remarkable revenue of Rs 4 crore in the last financial year, the start-up has set its sights on reaching Rs 8 crore this year.

Notably, Bohemian Dream has carved a niche for itself on Instagram, with direct sales from the platform accounting for 50 percent of their business. Their customer-centric approach is evident from the 46 percent repeat business rate they have achieved.

With a presence in 97 countries, the brand’s global reach is undeniable. They have served over 50,000 orders and aim to expand their footprint further. Their journey includes plans to open a store in Delhi/NCR by the end of the coming year. Additionally, Bohemian Dream intends to broaden its product range and collaborate with more crafts across India.

In the face of the COVID-19 pandemic, Bohemian Dream stood resilient, ensuring business continuity and supporting employees, artisans, and their families. This perseverance resulted in an impressive growth of 220 percent in the last quarter of 2020. Komal Kaur and Stanley George‘s Bohemian Dream is a beacon of sustainable fashion, seamlessly blending Indian crafts with modern aesthetics, and offering accessible and innovative choices for a conscious consumer base.