What Aashni + Co does

Aashni + Co is a privately held, founder-operated luxury Indian fashion retailer founded in 2012, headquartered via its flagship boutique in Notting Hill, London. The company operates as an authorized multi-designer e-commerce platform curating collections from 40+ (and in some sources 70+) Indian designers spanning heritage bridal (JJ Valaya, Tarun Tahiliani, Manish Malhotra, Anamika Khanna, Gaurav Gupta) and contemporary labels (Torani, Masaba, Safaa, PAYAL SINGHAL). It sells women's, men's, and children's clothing, jewelry, and accessories, with bridal and wedding occasion wear as a primary revenue driver alongside a "Ready to Ship" sub-line for faster delivery. Customer segments include Indian diaspora and globally mobile Indian women across the UK, India, UAE, US, Canada, Australia, Singapore, and Europe, served primarily for high-value occasion-driven purchases including weddings, festivals, and trousseau building.

The underlying technology stack is conventional e-commerce rather than differentiated: a Magento storefront with Gumlet image CDN, supplemented by WhatsApp consultation channels and standard payment processors (Visa, MasterCard, American Express, PayPal). Distribution is omnichannel but e-commerce-led, with the Notting Hill boutique serving as a brand anchor and consultation point rather than a primary revenue driver; cross-border logistics — fully tracked, insured international shipping with destination-specific duty guidance — constitute the company's most defensible operational capability, refined over 12+ years of serving high-value cross-border purchases.

The business model is direct-to-consumer one-time transactional sales of premium Indian designer fashion at price points ranging from approximately US$47 for entry-level accessories to US$2,352+ for designer clothing, with heritage bridal pieces reaching ₹10 lakh and above. Complimentary shipping kicks in above INR 50,000 per order. Go-to-market combines organic social (Instagram, Facebook, Pinterest, Twitter), content marketing via an extensive editorial journal, email newsletters, and paid search. The company is founder-owned with no disclosed institutional investors, funding rounds, M&A activity, or leadership changes in the source data, and does not disclose revenue or headcount.

Name

Aashni + Co

Legal name

Aashni + Co

Website

https://aashniandco.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Aashni + Co is a founder-owned luxury Indian fashion retailer, founded in 2012 in London, operating a curated multi-designer e-commerce platform and Notting Hill flagship, serving global Indian diaspora and bridal customers across 60+ countries.

Ownership category

akta.pro rank

Product category

Luxury Indian Designer Fashion Retail

NAICS

Clothing and Clothing Accessories Retailers (45811), Clothing and Clothing Accessories Retailers (458110), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458), Clothing and Clothing Accessories Retailers (4581)

SIC

Retail-Women's Clothing Stores (5621), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Luxury & Designer Apparel Retail (CRAAABAI)

akta.pro secondary industries

Luxury Fashion (Ready-to-Wear & Couture) (CRAKAFAE), Modest & Religious Apparel Retail (CRAAABAK)

Keywords

• Luxury Indian fashion
• Designer ethnic wear
• Indian bridal couture
• Luxury fashion ecommerce
• Occasion wear retail

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Direct E-commerce Sales: One-time transaction sales of luxury Indian designer fashion products through the company's e-commerce platform. Products include clothing, accessories, jewelry for women, men, and kids across occasion wear, bridal, and contemporary categories.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Aashni + Co is a curated luxury Indian fashion retailer selling designer clothing, bridal wear, jewelry, and accessories through its own e-commerce platform and Notting Hill flagship boutique. The company operates as an authorised international stockist for 40+ Indian designers, offering women's, men's, and kids' collections alongside specialised wedding and occasion wear, with cross-border shipping to 60+ countries.

Product overview

Aashni + Co operates as an online luxury Indian fashion marketplace and boutique platform featuring over 70 Indian designer brands. The core product is a curated e-commerce platform offering women's clothing (lehengas, sarees, anarkalis, gowns, kurtas), men's clothing (sherwanis, kurta sets, bandis), kids' clothing, jewelry, accessories, and specialized wedding wear. The platform also features a Ready to Ship sub-brand for immediately available pieces and operates as an authorized stockist for major Indian designers including Tarun Tahiliani, Sabyasachi, Manish Malhotra, JJ Valaya, and Gaurav Gupta. Customers are served across UK, India, UAE, US, Canada, Australia, Singapore, and Europe.

Differentiator

Problem solved

Functional benefit

Products and services

• Women's Clothing

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature2 records

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Tata CLiQ Luxury: Broader Indian luxury e-commerce platform operated by Tata Group, offering luxury fashion including Indian designers alongside international brands. Larger and more diversified than Aashni + Co but overlaps in Indian luxury designer assortment and cross-border serving.
• Nykaa Fashion: Major Indian fashion e-commerce platform owned by FSN E-Commerce, offering multi-designer fashion with cross-border ambitions. Much broader assortment and significantly larger scale than Aashni + Co but overlaps in Indian designer curation.
• Farfetch: Global luxury fashion marketplace serving cross-border customers worldwide; not focused on Indian designers but competes for the same global luxury e-commerce customer wallet and demonstrates the scale benchmark Aashni + Co would need to reach for premium valuation.

Emerging players

• House of Masaba: Indian contemporary designer label building DTC e-commerce and physical retail; represents the type of designer brand that Aashni + Co stocks and competes with at the designer-DTC level as designers disintermediate retail partners.

Direct peers

• Aza Fashions: Multi-designer luxury Indian fashion retailer with both physical boutiques and e-commerce, carrying many of the same designer brands (Sabyasachi, Manish Malhotra, Anamika Khanna). Most directly comparable in business model, customer base, and curated luxury Indian designer assortment.
• Pernia's Pop-Up Shop: Online luxury Indian designer fashion platform offering multi-designer curation and bridal occasion wear; overlaps directly with Aashni + Co in target customers (Indian diaspora, bridal customers) and product categories (lehengas, sarees, gowns from premium designers).
• Jaypore: Curated Indian fashion e-commerce platform featuring designer and craft-led Indian apparel; comparable in multi-designer curation and target customer, though positioned slightly more toward contemporary Indian wear versus Aashni + Co's luxury bridal focus.
• Ogaan: Established Indian luxury multi-designer retailer with both physical stores and online presence, carrying overlapping designer roster and targeting similar bridal/occasion customers in India and internationally.
• Carma Online Shop: Indian luxury fashion e-commerce platform carrying multiple premium designers with cross-border shipping; directly comparable in category and customer base for international Indian fashion purchases.

Regional players

• Ounass: Middle East luxury fashion platform serving UAE and broader GCC with premium designer assortment; comparable in luxury positioning and cross-border Indian/South Asian diaspora customer overlap, but primarily Gulf-focused rather than globally distributed.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/AashniUK
• Facebookfacebook.com/aashniandco
• Instagraminstagram.com/aashniandco
• Pinterestin.pinterest.com/aashninco
• LinkedInlinkedin.com/company/aashniandco

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Aashni + Co