Zardozi is not just a name but an immersive experience. Known for its curated collection of
Indian and Indo-fusion fashion, it blends tradition with contemporary elegance, earning a loyal
following in Pune’s upscale circles. When we came on board, the vision was clear yet
challenging: to make this beloved local gem shine on a national stage.
We were entrusted with crafting the brand from the ground up. It included a complete 360°
branding and digital transformation exercise that spanned over a year, during the uncertainty of
the 2020 lockdown.
Location: Pune, India
Client: Zardozi
- Creating a compelling brand identity and digital presence
- Building online footfall and community during the lockdown
- Transitioning this presence into physical footfall post-pandemic
- Designing and developing the brand’s website with a strong focus on lead generation
- Running digital campaigns across festive and wedding seasons
- Executing full-fledged branding and marketing collaterals
- Conducting market research to carve space in an oversaturated ethnic fashion landscape
The Indian fashion market is rich in terms of culture, choice, and competition. Our biggest challenge
was not just about standing out in a cluttered space, but doing so without the tactile experience that
defines Indian retail.
The lockdown changed the rules. For a segment that thrives on touch, drape, and trial we had to build
trust and familiarity purely online. Reimagining Zardozi’s experience without ever stepping foot into
the store.
Our north star was this: how do you create a sensory experience in a digital world?
We leaned into storytelling, building an emotional and visual universe that brought Zardozi’s pieces to
life. Rich imagery. Poetic language. Campaigns rooted in cultural moments.
And while the old store curated physical crowds, we curated digital ones — carefully and intentionally.
We observed buying patterns, understood the pan-India aspirational audience, and positioned Zardozi as a
luxury-yet-approachable Indian fashion label for the discerning millennial.
The results speak in woven threads and rising numbers.
Zardozi transitioned beautifully from being an offline-first boutique to one of Pune’s most sought-after
ethnic fashion labels which now has a pan-India digital audience.
Today, the store sees consistent footfall from both loyalists and new patrons, many of whom discovered
the brand in their Instagram scrolls during lockdown. It is, quite simply, a brand reborn. And we are
proud to have been a part of its transformation.
