Jaipur: The Indian fashion industry is witnessing a shift in the way apparel businesses are building and scaling their brands. While manufacturing continues to remain the backbone of the industry, an increasing number of businesses are exploring opportunities to move closer to the consumer and build their own fashion identities.
Vani Lifestyle, a women’s apparel manufacturing company founded by Avi Gupta, is taking a similar path. After establishing itself in the B2B segment over the past four to five years, the company has now entered the direct-to-consumer space with the launch of Baano Studio, a consumer-facing fashion brand led by Co-founder Shivani Rawat.
The move marks an important evolution for the company—from primarily manufacturing for other businesses to also building a brand that can directly engage with consumers.
A Manufacturing Foundation
Vani Lifestyle began its journey with a focus on manufacturing women’s apparel for the B2B market. Its product portfolio includes categories such as kurtis, palazzos, coordinated sets and other women’s garments, serving retailers, wholesalers, distributors and fashion businesses.
Over the years, the company has expanded its manufacturing operations and moved to a two-factory setup, allowing it to build a larger production infrastructure and cater to growing business requirements.
For founder Avi Gupta, the manufacturing business has provided the foundation for the company’s next stage of growth. Rather than remaining limited to supplying products to other brands and retailers, Vani Lifestyle is now using its experience within the apparel ecosystem to explore the consumer side of the industry.
Entering the D2C Fashion Space
The launch of Baano Studio represents this new direction.
Led by Co-founder Shivani Rawat, Baano Studio has been established as a D2C fashion brand with a focus on connecting directly with consumers. The venture gives the group an opportunity to create its own brand identity, understand consumer preferences firsthand and participate in the rapidly evolving digital fashion market.
For Shivani Rawat, leading Baano Studio represents a different side of the fashion business—one that goes beyond production and focuses on how consumers discover, experience and connect with a brand.
The D2C model also allows the company to gain direct insights into consumer behaviour, including preferences around designs, styles, collections and purchasing patterns. These insights can potentially complement the manufacturing expertise that Vani Lifestyle has developed through its B2B operations.
Two Sides of the Same Fashion Business
The development of Baano Studio does not replace Vani Lifestyle’s B2B operations. Instead, the two businesses represent different sides of the same fashion ecosystem.
Vani Lifestyle continues to operate as a manufacturing-focused business, working with other businesses and supplying women’s apparel across categories. Baano Studio, on the other hand, gives the group a direct connection with the end consumer.
This combination creates an interesting model for an apparel company—one that has visibility across manufacturing, wholesale and increasingly, the consumer market.
It also reflects how the boundaries between manufacturers and fashion brands are becoming less defined. With access to production capabilities, market understanding and digital distribution, manufacturers have an opportunity to develop their own brands and establish a direct presence in the market.
Looking Beyond Manufacturing
Vani Lifestyle’s journey over the last four to five years has been centred around building its manufacturing business. Its recent expansion into the D2C segment signals a broader ambition.
Under Avi Gupta’s leadership, the company is exploring opportunities not only within the B2B apparel ecosystem but also in international markets, including business connections with Dubai and the USA.
At the same time, Shivani Rawat’s leadership of Baano Studio brings a consumer-focused dimension to the group’s growth strategy.
The combination of these two directions—strengthening the manufacturing business while developing a consumer-facing fashion brand—could allow the company to participate across multiple stages of the apparel value chain.
The Next Chapter for Vani Lifestyle
For Vani Lifestyle, the launch of Baano Studio represents more than the introduction of another fashion label. It marks a shift in the company’s vision—from being primarily behind the scenes in the apparel supply chain to also building a direct relationship with consumers.
With Avi Gupta continuing to drive the company’s manufacturing and B2B journey and Shivani Rawat leading the D2C direction through Baano Studio, the business is entering a new chapter.
As the Indian fashion market continues to evolve, Vani Lifestyle’s transition from manufacturer to a business with both B2B and D2C ambitions highlights a broader opportunity within the industry: building a fashion business that is capable of creating, manufacturing and taking products directly to the consumer.
For Vani Lifestyle and Baano Studio, the journey ahead is about building on that foundation and creating a larger presence within India’s evolving women’s fashion landscape.
