Mar 26, 2020
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Torani accepts payments toward future purchases to keep brand afloat

Mar 26, 2020

Up-and-coming traditional wear brand Torani has made an appeal to its customer base to pre-pay future orders to keep the brand afloat, as smaller fashion labels explore new ways to survive lockdown.

A handcrafted outfit by Torani - Torani- Facebook

As India begins its 21-day nationwide lockdown which shuts down all non-essential business activity, the country’s fashion houses must come up with a new strategy to keep going.

“As a young brand, we have consistently invested our profits back into the business, confident in your patronage,” Torani’s founder, Karan Torani, announced on Facebook.

“However, being barely a year-and-a-half old, we have not had the luxury to save for a rainy day. And right now, it’s pouring.”
Torani shared that, as its team of embroiderers, printers, tailors, finishers, and chaiwala are now under lockdown, it will be very difficult for the brand to continue paying their salaries. In order to do so, the brand has asked its customer base to pre-pay for future purchases at the brand to raise money for workers’ salaries.
“Should you choose to, we’d gratefully welcome any amount that you contribute to our salary fund,” wrote Torani, sharing payment information on Facebook.

“We will consider this amount paid by you towards any future purchases at Torani- online or at our stores- and we will send you proper acknowledgment of it. Any amount, big or small, would help immensely.”
Torani specialises in handcrafted menswear, womenswear, and children’s wear and has a nostalgic aesthetic.

“My dream is to celebrate the prismatic culture of Sindhis and how our tribe has a potpourri of elements that borrows influences from India and Pakistan,” Karan Torani recently told Elle India in an interview. 
Karan Torani launched Torani in August 2018 and opened its first flagship store in New Delhi’s Khan Market at the start of 2020. 

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