At Brilliant Read Media, it is our constant endeavour to identify and share some of the unique and compelling stories from the startup ecosystem. As part of this, we invited Garima Vydianathan for an interview with Brilliant Read Media. To say further, Garima is an Entrepreneur and Founder & CEO at The Purani Jeans. Let’s learn more about her background, inspiring journey so far and her advice for our growing community!
Excerpts from our exclusive interview with Garima:
You had over two decades of experience in retail before launching The Purani Jeans—what was the exact moment or trigger that pushed you into entrepreneurship?
After twenty years in the corporate retail trenches, the trigger wasn’t a single event, but a realization. I had spent decades scaling brands for others, and I reached a point where I wanted to build something that carried my own signature.
I saw a clear gap in the market for high-quality, denim-focused lifestyle accessories that combined ruggedness with high-street design. I realized that if I didn’t take that leap and apply my knowledge to my own vision, I’d be leaving my most important story untold.
Moving from structured corporate roles to building your own brand—what were the biggest mindset shifts you had to make?
The biggest shift was moving from “Managing Resources” to “Creating Resources.”
In a structured corporate role, you have departments for everything. As a founder, you are the department. I had to unlearn the habit of waiting for perfect data before making a move.
Entrepreneurship is about calculated intuition—making the best possible decision with about 70% of the information and having the agility to course-correct in real time.
The Purani Jeans is built on denim as a core fabric—what inspired you to choose denim, and how did you validate this idea in the market?
Denim is the most democratic fabric in the world—it’s ageless, genderless, and incredibly durable. It’s also a living fabric that looks better with time.
To validate the idea, I focused on utility rather than just trends. While everyone wears denim, very few brands were using premium, fresh denim to create structured, high-fashion bags.
We tested small batches, focusing on tactile feel and durability, and the immediate consumer pull confirmed we had hit a sweet spot between fashion and function.
There are many bag brands today—what makes The Purani Jeans truly stand out in terms of design, durability, and storytelling?
Our biggest differentiator is material integrity.
While many brands treat bags as fast-fashion commodities, we treat them as gear. By using fresh, high-grade denim and canvas, we ensure a strong structure that doesn’t collapse over time.
Our storytelling goes beyond selling a product—it’s about the Denim Lifestyle. We celebrate craftsmanship, the strength of the stitch, and the resilience of the fabric, which resonates deeply with consumers moving away from disposable fashion.
You’ve successfully scaled across platforms like Amazon, Myntra, and Flipkart—what were the key growth strategies that worked for you in a crowded e-commerce space?
In a crowded space, visibility is expensive—but relevance is free.
Our strategy was built on:
> Listing optimization aligned with customer search intent
> High-quality lifestyle imagery that showcased the product in action
Data-driven category management
We treated every marketplace as a distinct channel with its own inventory logic and ensured we were always in stock on our bestsellers—one of the fastest ways to win the algorithm.
What were some early challenges in sourcing, manufacturing, or distribution—and how did your category management background help you solve them?
One of our early challenges was sourcing consistent, premium denim in smaller MOQs (Minimum Order Quantities).
My background in category management became a key advantage. I approached suppliers with a professional 3-year scaling roadmap rather than a startup mindset.
We also implemented Just-in-Time inventory principles to reduce overheads and optimized distribution logistics to streamline delivery and avoid bottlenecks.
Your brand aligns with sustainable fashion—how do you balance sustainability with affordability and scalability in a price-sensitive market like India?
In India, sustainability cannot be positioned as a luxury—it has to be a value addition.
We focus on durability as sustainability. By creating products that last for years instead of months, we reduce the cost-per-wear for the customer.
At the same time, we optimize production efficiency, minimize waste, and maintain a lean supply chain, allowing us to offer premium products at accessible price points.
Do you believe sustainability is a trend or a long-term consumer shift? How is your brand preparing for the future?
Sustainability is not a trend—it’s an inevitable shift.
Today’s consumers are becoming increasingly conscious of their environmental footprint. We are preparing for the future by experimenting with eco-friendly dyes and building greater transparency into our production processes.
Our goal is to be ready when sustainability shifts from being a preference to a necessity.
As a founder, what leadership lessons have you unlearned from your corporate career, and what new ones have you embraced?
I’ve had to unlearn the “Command and Control” style of traditional leadership.
In a startup, leadership is not about hierarchy—it’s about energy, ownership, and shared vision. I’ve embraced a Hacker-Leader mindset, working alongside my team rather than directing from a distance.
The most powerful lesson has been Extreme Ownership—taking full responsibility for outcomes, which builds a stronger and more accountable team culture.
You’re a fitness enthusiast, badminton player, and solo traveler—how do these passions influence your creativity, decision-making, and resilience as an entrepreneur?
These passions are my mental gym.
Badminton has taught me agility and quick reflexes—critical in a fast-paced business environment. Solo travel has built resilience and strengthened my problem-solving abilities. Fitness provides the stamina required for long entrepreneurial journeys.
They keep my creativity fresh—I often discover my best ideas and solutions when I step away from my desk and experience the world from a different perspective.
BrilliantRead is committed to bringing stories from the startup ecosystem, stories that reshape our perspective, add value to our community and be a constant source of motivation not just for our community but also for the whole ecosystem of entrepreneurs and aspiring individuals.
Note: If you have a similar story to share with our audience and would like to be featured on our online magazine, then please write to us at [email protected], we will review your story and extend an invitation to feature if it is worth publishing.
