The luxury Indian fashion industry is renowned for its exquisite craftsmanship, vibrant textiles, and intricate embroidery, blending traditional aesthetics with contemporary designs. Celebrated globally, Indian luxury fashion thrives on its rich cultural heritage and innovative vision. Devangi Nishar Parekh, Managing Director of Aza Fashions, has been pivotal in this industry. Founded by her mother, Dr. Alka Nishar, in 2005, Aza boasts nine luxurious boutiques across major Indian cities and a global e-commerce platform. Devangi's educational background includes a Bachelor of Science degree from Cornell University and an MBA from The Wharton School at the University of Pennsylvania. Under her leadership, Aza has transitioned from a brick-and-mortar brand to a global digital presence, expanding through new stores and private labels. Devangi's expertise in omni-channel retail, e-commerce strategy, business development, and marketing has been instrumental in Aza's rapid growth. Devangi's vision and leadership continue to empower the luxury Indian fashion industry, making it accessible and appealing to a global audience. Let’s hear more from her in the interview snippets.

Can you give us an overview of your professional journey in the retail space, highlighting some of the crucial moments?

When I moved back to India, the digital space for luxury goods was still nascent. Aza was the first Indian multi-designer store to venture onto social media. In 2011, I launched a Facebook page for the brand, and as Instagram gained popularity, I also created an Instagram page. After completing my MBA, I launched an e-commerce website for the brand in 2015. At that time, many luxury brands were hesitant to sell online, questioning whether people would spend large amounts of money on the internet rather than visiting physical stores. However, having experienced the significant demand for fashionable, high-quality ethnic wear outside India, as well as the dearth of options available, I strongly believed in the potential of this model. Convincing designers to join our online platform was challenging. Many doubted the viability of selling Indian wear online and feared issues like copying. It took significant effort to get them on board and share my vision. Back then, buying Indian wear online was a novel concept, but it eventually proved successful. When the COVID-19 pandemic struck, many brands scrambled to establish an online presence, but we were already prepared. We had an app and had solved logistical challenges to ship globally. Today, we serve clients in 75 countries and can ship anywhere in the world.

We are focused on building an omni-channel presence, with stores in Mumbai, Delhi, Kolkata, Ahmedabad, and Hyderabad, and new stores opening in Surat and Delhi. We're also rapidly expanding our e-commerce platform to create a seamless global experience. For example, if you're in New Jersey planning a trip to India, you can check if the outfit you like is readily available at an Aza store and book an appointment for a trial. You can also consult with one of our trained fashion stylists to select the best possible outfit for your important event or milestone celebration. We're integrating more tech-enabled capabilities to enhance the shopping experience for customers – one such example is image search. If you like an outfit someone is wearing at a wedding, just upload a photo on the Aza app, and it will show you the exact outfit (if it’s by one of our 1500+ designers), or at least something similar. We're making shopping easier and more enjoyable for our customers.

Can you tell us what inspired you to join and scale Aza Fashions, and explain the core idea behind the venture and its main areas of expertise?

My mother Dr. Alka Nishar founded Aza Fashions in 2005. Her vision was to make luxury fashion more approachable by creating an inviting space where anyone could find the perfect outfit and to build a pan- India platform to showcase creations by talented Indian designers. Aza broke away from the standoffish luxury store model, offering a welcoming environment where customers could have an open conversation around finding the perfect color, fit, and style for their individual body type within their budget and working with fashion consultants to find ‘the one.’ Our team of merchandisers carefully curates collections by designers across the country, ensuring a delightful selection for our clients.

I moved back to India from the US, where I spent 16 years because I wanted to take Aza, the amazing brand my mother had built, global through a digital presence. Growing up, I witnessed first-hand the importance of celebrating cultural events for Indian communities living abroad; dressing up in ethnic wear was an integral part of feeling connected to our roots. At the time, there were no options available; locally a few vendors retailed outdated fashion at steep prices. That was the genesis of my idea to found the e-commerce platform. Our website and app connect Indian designers with customers across the world. In India, they complement our in-store offerings with an extensive portfolio of designers. If customers don’t find something within their budget or as per their taste in-store, they can explore an additional portfolio of brands online as well as lower-priced alternates, ensuring Aza meets all client's needs.

Can you take us through the growth journey of your brand so far, and what is your vision for the brand moving forward?

Our growth journey over the last 18 years has been remarkable and rewarding. We have nine stores across five cities, with more on the way. Our online presence serves clients in over 75 countries. We collaborate with 1500 designers, a number that continues to grow. Aza’s social media family includes 2.5 million followers across channels and 10M+ monthly views on Pinterest. With the Indian economy booming, now is an excellent time for growth.

"My Mission Is To Make Aza The Go-To One-Stop Shop For Luxury Fashion & Accessories Crafted In India"

Aza’s vision is to take Indian design to the forefront of global fashion. Today, Indian designers are taking center stage at global events like the Cannes Film Festival and the Met Gala. My mission is to make Aza the go-to one-stop shop for luxury fashion and accessories crafted in India. Aza provides a platform that helps emerging designers scale. We promote and invest in designers, supporting their growth. Many who began their journey at Aza are now thriving, and we continue to support new talent through partnerships like Lakme Fashion Week’s Gen Next program. This ongoing support helps build the future of fashion.

Can you let us know some of the key responsibilities in your current role as the Managing Director of Aza Fashions?

My primary responsibilities include leading the brand's strategic growth and direction, scaling our e-commerce presence, and creating a seamless omnichannel experience for our customers. We plan to scale the business 10x over the next five years, creating value and meaningful opportunities for all stakeholders, including our customers and employees. We want to ensure our efforts benefit everyone involved.

How do you see women’s representation in the Indian retail landscape evolving, and how can the industry foster a more diverse and inclusive workforce?

Aza is a female-led company, with my mother as the Founder and Chairperson, and me as the Managing Director. Currently, 52 percent of our workforce is female. Equal representation is crucial for diversity of thought, especially within management. Women need role models in executive positions to see that balancing personal and professional goals is possible. I had two children while working at Aza, demonstrating that women can pursue both, a personal life path as well as professional dreams. Companies should facilitate women's career aspirations, as women add immense value and create a balanced, holistic thought process. To achieve this, companies need to track and monitor their gender stats. Many are unaware of the gender distribution in different departments or why women are leaving. At Aza, we remain cognizant; for example, we recently noticed lower female representation in one department, and are actively working to improve it. Having relatable peers is important, and we strive to be conscious and proactive about gender balance.

Devangi Nishar Parekh, Managing Director, Aza Fashions

Devangi Nishar Parekh Is The Managing Director Of Aza Fashions. A Visionary Leader In Indian Luxury Fashion, Devangi Has A Background In Business From Cornell And Wharton. Over The Years She Has Transformed Aza Into A Global Brand With Over 1000 Designers. Her Expertise In Omni-Channel Retail And E-Commerce Has Propelled Aza's Digital Success In The Industry.