New York-based handbag brand, behno, has announced its expansion into the Indian market with the help of Katrina Kaif, an investor and brand ambassador. The luxury accessories label, which was founded in 2015 by Shivam Punja, operates at the intersection of ethical thinking and luxury design, with a focus on championing a new standard for Indian factory manufacturing that improves the quality of life and safety of women in the garment trade. Handcrafted with a holistic ethos, behno's India proud pieces will be available for sale on Tata CLiQ Luxury.
The brand has garnered immense accolades globally and is committed to upholding "the behno standard," which addresses garment worker health, social mobility, women’s rights, family planning, worker satisfaction, and benefits. Each handbag is crafted in top tier luxury factories committed to incrementally upholding "the behno standard" and features a consciousness-altering minimalist appeal, soft structure, and crisp silhouettes. The collaboration with Katrina Kaif is expected to further amplify the brand's global mission that inspires change, improves factory conditions, quality of life, and safety of individuals in developing countries.
Why This Trend Is Growing
- Ethical Luxury
- The partnership between behno and Katrina Kaif highlights the trend of ethical luxury, which addresses the social and environmental impact of fashion while maintaining high-end design.
- Holistic Craftsmanship
- The handcrafted and holistic approach behno takes with its production reflects a trend of consumers seeking more mindful and sustainable options in luxury goods.
- Global Consciousness
- Behno's global mission to improve factory conditions, quality of life, and safety of individuals in developing countries aligns with a trend of consumers seeking out brands with a socially conscious message and purpose.
Industries Being Reshaped
- Fashion & Accessories
- Behno's launch in the Indian market and focus on ethical manufacturing highlights disruption innovation opportunities in the fashion and accessories industry through sustainable design and socially responsible practices.
- Luxury Goods
- Behno's commitment to ethical manufacturing and sustainable design reflects the growing trend of consumers seeking out responsible luxury goods and presents opportunities for disruptive innovation in the industry.
- Global Manufacturing
- Behno's efforts to improve factory conditions in developing countries demonstrate disruptive innovation opportunities in global manufacturing through incorporating ethical and sustainable practices to ensure worker safety and quality of life.
