Ethnic Chic Everything by the Founding Member of Jabong

Ethnic Chic Everything by the Founding Member of Jabong

Indian Dobby is a contemporary ethnic wear brand founded and headed by Prashanti Alagappa who is also the founding member of Jabong. Launched in 2015, Indian Dobby is a team of designers with a belief that all of us with an eye for beauty should be able to find beautiful affordable products that we’d love to wear.

The product line is contemporary, minimalistic and affordable. The brand is redefining Indian textiles with its illustrious range of products made from avant-garde quality fabrics made with zero compromises. The brand offers tops, kurtas, scarfs, palazzos, tunics, pants, shorts, sets, accessories, western formals and a small winterwear collection.

When asked about why she’s started the brand, Prashanti Alagappa, Founder, Indian Dobby says, “During my time at Jabong, my western wear team was able to find enough and more quality western wear brands which provided the look at the price I wanted. It was a completely different story with my ethnic team. They were never able to get me brands with the right quality product and a refined look. There just weren’t enough brands in the Ethnic/Fusion space who would fill this gap. The look I wanted for the customer was available but at exorbitant prices. That’s when after spending 3.5yrs looking for such brands, I decided to create one!”

Prashanti Alagappa is a Graduate from NIFT, Delhi (2000 batch) and has done the 1 year Executive Management course from IIM, Bangalore. Prashanti comes with 18 years of experience in the Retail Industry apart from being the founding member of Jabong. At Jabong, she conceptualized and set up the womenswear business comprising of external brands, private labels and international brands business from scratch. As Director of Womenswear, she made it the market leader in womenswear during her 3-year term from 2011 to 2014. She is also credited to have started successful private labels – Sangria, Miss Bennett and many more.

Prashanti Alagappa

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At Indian Dobby, Prashanti guides the design sense and sometimes also designs some of the collections herself. Else it is done by the in-house designers. Her design sense is more contemporary, so if it is a very traditional collection, the designers have a free hand. Her future plans include foraying into the offline business and she is looking to seek out appropriate retail partners for the same.

The brand has grown more than 100 percent y-o-y and the target for the next year is to grow three times from this current year. In the next five years, Indian Dobby should be a Rs 30 crore brand. Meanwhile, they will continue to expand their partnerships with craft-oriented websites like Jaypore and others, while they will be tapping customers in smaller cities through pop-ups. Indian Dobby will soon be launching a Western formal collection that will still be in sync with the essence of the brand. More product categories and more visibility will be immediate expansion plans.

Apart from the brand’s website, the products by Indian Dobby are also available on AJIO, Jabong,, Jaypore, etc

Price range- INR 599 to INR 12,500 Website-