New Delhi [India], January 18: Indidha’s journey began with a critical look at the e-commerce landscape. The founders identified that many direct-to-consumer (D2C) brands failed to deliver on their promises of affordability and quality. D2C brands save on expenses by eliminating intermediaries and many other costs that brick-and-mortar brands incur. However, these brands often pocketed the difference instead of passing savings to customers, resulting in overpriced products.


The other reason was the growing concerns around fabric authenticity in the textile industry. Handloom sarees, in particular, were frequently marketed as artisanal but were often synthetic. This lack of transparency drove Indidha to create a platform to restore trust and fairness by delivering genuine handloom products at fair prices.


“We couldn’t stand by while customers were being misled,” Praveen Kumar, Founder, explains. “Our goal was to build a brand that values authenticity, fair pricing, and true craftsmanship.”


Indidha also took on the educator role by tackling fabric misrepresentation and empowering consumers to make informed choices. The brand commits to transparency at every step, from sourcing materials to pricing, ensuring customers receive what they’re promised.


Indidha’s Mission: Incredibly Authentic. Insanely Affordable.


Its mantra is at the heart of Indidha’s philosophy: “Incredibly Authentic. Insanely Affordable.” It reflects the brand’s mission to offer genuine handloom sarees at prices that make them accessible to all.


What Makes Indidha Insanely Affordable?



  1. Customer-Centric Approach: Indidha prioritizes customer satisfaction over profit margins. By focusing on building long-term relationships, the brand offers its products at 30%–60% lower prices than other equally good brands, ensuring customers return for more.

  2. Latest Technology: The brand leverages modern technology to streamline operations and reduce unnecessary costs. It ensures high standards are maintained while keeping prices incredibly affordable.

  3. Minimal Marketing: Indidha relies on word-of-mouth recommendations and organic social media reach rather than extensive advertising campaigns. This cost-saving approach allows the brand to maintain low prices while still reaching its loyal customer base.

  4. Efficient Sourcing: The brand’s streamlined sourcing processes reduce costs without compromising quality. Indidha works directly with artisans and weavers, ensuring fair compensation while passing savings on to customers.

  5. Lean Operations: Indidha runs a lean business model, focusing on small-batch production and minimal overheads. This approach ensures better quality control and helps maintain fair pricing.


“We’ve stripped away unnecessary costs,” Praveen Kumar, founder of Indidha explains. He adds, “What you pay for is what you get—beautiful, handwoven sarees at prices that respect both the artisan and the customer.


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