Muzaffarnagar, Uttar Pradesh, India,September 10, 2024: Lative Colours of Fashion, founded by the entrepreneurial couple Ayush Jain and Priyanka Jain, has emerged as a beacon of innovation in women’s wear, particularly in premium cotton clothing.
“Our new collection is a celebration of natural beauty and comfort,” says Ayush Jain. “We’ve used premium cotton fabrics and nature-based dyes to create pieces that are not just aesthetically pleasing but also kind to the skin and the environment.”
The journey of Lative Colours of Fashion began as a modest home-based venture in 2017 and has now grown into a thriving enterprise with a pan-India presence. Ayush Jain, co-founder of the brand, reflects on their humble beginnings: “We started with just a dream and a small setup at home. Our initial focus was on e-commerce platforms like Amazon, Flipkart, and Etsy, which gave us the exposure we needed.”
The brand’s rapid growth led to franchise openings in Dehradun and Delhi within a year. However, the COVID-19 pandemic severely affected the businessโ success, forcing the Jains to shut down operations temporarily. Priyanka Jain recalls this challenging period: “It was a setback, but we never lost hope. We used that time to reassess and strategise for a stronger comeback.”
True to their spirit, the couple relaunched the brand in 2024 under a new company, Lative Commercials Private Limited, retaining their original brand name. Today, Lative Colours of Fashion has a network of dealers across India and has carved a niche in the fashion industry.
What sets Lative apart is its specialisation in premium cotton fabrics and its range of comfortable and stylish womenswear. Its latest collection launched recently, showcases nature-inspired colours and designs that resonate with the modern Indian woman.
In a first for an e-commerce clothing brand, Lative offers customised alterations and fittings based on individual body shapes. Priyanka Jain explains, “We understand that every woman is unique. By offering personalised fittings, we ensure that our customers get clothes that not only look good but feel great too.”
This innovative approach has struck a chord with customers. Neha Sharma, a regular patron, shares her experience: “The ability to get clothes altered to my exact measurements, even when shopping online, is a game-changer. It’s like having a personal tailor when required.”
Lative Colours of Fashion has embraced both online and offline retail strategies. While its products are available on major e-commerce platforms, it also has its own website, www.lative.in. Additionally, the company has a strong offline presence through several outlets in various locations, with its headquarters located in Muzaffarnagar.
