Kashish (Brand)

Kashish (Indian pronunciation kuh-shish), is an Indian traditional fashion brand founded by Esa Mohammed Aref in 2004. The brand designs and sells upmarket traditional and ethnic outfits that have a very wide range. Originally based in Hyderabad[1], India, it also has a branch in Dubai. The logo of Kashish represents a Arch, the design of which was used in royal architecture since the Mughal Empire and the Turquoise parrot represents the essence of the Nizam Shahi Era and the voice of Hyderabad.

The Kashish brand is known for it's Hyderabadi Nizam Shahi designs having symbolic floral motifs and featuring intricate handcrafted works of royal karigari. The brand specializes in ethnic bridal trousseau for women who desire nothing but the best for them. One of the most prestigious products of Kashish include the Khara dupatta which is Hyderabad's most preferred and a lineage of the wedding couture since the Nizami era. It has a wide range of products including Khada Dupatta, Sharara, Gharara, Pishwas, Sarees, Lehenga choli, Mix and Match separates, Ready -to-Wear designer and formal salwar-kameez and gowns under the categories of bridal, casual, partywear outfits for women and children.

## Contents

* 1 History
* 2 Mission & Vision
* 2.1 Progressive
* 2.2 Responsive
* 2.3 Admired
* 3 Specialty
* 4 References
* 5 External links

## History[edit]

Kashish was first started in 2004 as a traditional and ethnic wear brand that aimed at bringing back the royalty of Nizami women in Hyderabad. The house of Kashish was launched by Esa Mohammed Aref when he realized that the branded ethnic wear segments had no upmarket operations running and that it seriously needed the idea of haute traditional ethnic couture for affluent customers who had an eye for keen and immaculately royal fashion. It was during this time that Kashish decided to step into the field. The first store of Kashish was opened in Badi Chowdi. The store then proved to be a stupendous success paving way for commissioning more stores.

## Mission & Vision[edit]

To be amongst the most progressive, responsive and admired enterprises in the country.

##### Progressive[edit]

as leaders in pursuing latest market trends, technologies and business frameworks.

##### Responsive[edit]

to the evolving needs of the customers, employees, stakeholders, communities, government and environment.

##### Admired[edit]

as a result of consistency in upholding principles and ethical practices.

## Specialty[edit]

1\. Khada Dupattas: An elaborate wedding ensemble comprising a kurta (tunic), churidar (extra-long slim pants that gather at the ankles), and a 6-yard dupatta (stole or veil) that is traditionally draped on the left shoulder. The authentic culture of this garment was initiated by the women of the royal Nizam family in Hyderabad and the momentum has been carried on till today. Brides in Hyderabad can be seen wearing the Khada Dupatta on their big day as a necessary part of their wedding.

2\. Ghararas: The traditional threads of Lucknow weaved its way in Kashish because of the influence it had over Hyderabad in the past. Ghararas consist of a kurti (a short, mid-thigh length tunic), a dupatta (veil), and most importantly, a pair of wide-legged pants, puckered at the knee so they flare out dramatically. These outfits were popular not just for the cut and fit but also for the intricate zardozi embroidery.

3\. Lehengas: The big fat Indian wedding is incomplete without glitz and glamour that lehengas add with their flare and flamboyance. Our lehengas are not just festive in appeal; they are worn differently in every subcontinent of India, representing the diversity in our culture and traditions.

4\. Pishwas: The Pishwas, a men's garment, and later adopted by the women, is a knee length outfit fastened at the waist with a V shape neckline. The opening at the front of the pishwas is traditionally decorated in gold. The lower half of the garment comprised of tight pants. Muslim women favored the pants style, and Hindu women, the skirt. In either style, the drawstrings were decorated at length with pearls and jewels. Pishwas is draped with heavy embroidered dupattas (veil), complementing the attire just perfectly.

## References[edit]

1. ↑ "About Us". Kashish India. Retrieved 2022-06-23.

## External links[edit]

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