Our Story

Rooted in tradition, reimagined for today. 

At Panaah, we’re all about celebrating Indianness every day. Each piece is a celebration of our rich Indian heritage, reimagined in a way that fits seamlessly into the rhythm of our daily lives. 

At Panaah, tradition meets modernity in new and unexpected ways, to create pieces that are timeless, authentic and confident - like the modern Indian identity. 

Our design philosophy 

Panaah is a homegrown Indian brand founded in 2024 by Shruti Sarraf. 

It was born from a genuine respect of Indian craftsmanship and a vision to bring it into modern Indian life through functional, contemporary pieces. 

We believe in the beauty of balance. 

We combine traditional weaving techniques with modern designs to create pieces that are not just worn, but lived in. Each Panaah garment is designed to be functional, beautiful, and deeply connected to Indian culture.

We believe in authenticity over perfection. 

Each of our garments is crafted by skilled artisans from across the country, upholding centuries of tradition with every turn of thread. We pride ourselves on being handmade, which is why alll our pieces are imperfectly perfect, making each of them unique.

We want our pieces to reflect who you are, not just what you wear.

We believe design goes beyond the garment itself - and into its expression. An innovative draping here, a modern twist on accessories there, a pop of bold color paired with a muted print - our garments are meant for experimentation, and an authentic expression of who you are. 

We’re committed to sustainability 

Sustainability is at the core of what we do. We use locally sourced materials, supporting local economies and reducing our environmental impact.