Bunai’s Pari Choudhary Reveals the Growth Strategy Behind Its Premium Ethnic Wear Expansion

Founded in 2016 by Pari Choudhary, Bunai has grown from a Jaipur-based ethnic wear label into a contemporary fashion brand rooted in Indian craftsmanship. The brand focuses on bringing traditional techniques into modern silhouettes across suits, kurtas, dresses, sarees, menswear and home linen, creating a broader proposition for today’s consumers.

Choudhary identified a gap between expensive designer Indian wear and mass-produced ethnic fashion, leading Bunai towards an accessible premium positioning. With a strong digital-first presence and demand across more than 10 prominent Indian cities, the brand has built visibility across leading online channels while continuing to explore offline retail expansion. Its approach reflects the changing opportunity for fashion brands seeking to combine heritage, accessibility and contemporary design.

The brand’s portfolio spans multiple everyday and occasion-led categories, while its positioning targets the premium end of the market. Bunai and its sister brand Mulmul.com serve the ethnic and fusion we

ar segment, with the presentation highlighting the segment’s growth potential and increasing demand for women’s apparel. This creates a compelling proposition for entrepreneurs exploring an ethnic wear franchise.

Bunai’s expansion model is designed around premium multi-brand outlets and selected locations across Rajasthan and Tier 1 cities, including Jaipur, Alwar, Jodhpur, Udaipur, Bikaner, Kota, Delhi NCR, Kolkata and Lucknow. The proposed format requires around 600 sq. ft., with a total investment of approximately ₹36.2 lakh. For the combined Bunai and Mulmul.com format, the requirement rises to 750 sq. ft. with an estimated investment of ₹44.9 lakh. This positions the concept among emerging womens fashion franchise opportunities.

The model outlines a 35% gross margin, an estimated payback period of around 30 months for Bunai and 29 months for the combined format, with a five-year agreement period renewable for another five years.

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With its focus on Indian craftsmanship, premium positioning, digital reach and structured retail expansion, Bunai is presenting a clear roadmap for entrepreneurs looking to enter the evolving ethnic and contemporary fashion market.