October 26, 2026

Instore | Women’s Clothing, Ethnic Wear & Sustainable Fashion

Instore is an Indian fashion and retail brand founded in 2005 by Mr. B. V. Shah, beginning with its first store in Pondy Bazaar, Chennai. Over the years, the brand has expanded its retail presence across Chennai, offering a diverse range of apparel and lingerie for modern women, along with children’s fashion at selected outlets. With the launch of its online store in May 2019, Instore made its collections accessible to customers through a convenient e-commerce shopping experience. The brand specializes in women’s clothing and ethnic wear, combining contemporary designs with traditional Indian textile craftsmanship to create fashionable, comfortable, and affordable clothing for women of different ages. With an in-house design team and a strong commitment to responsible fashion, Instore focuses on creating distinctive collections that celebrate individuality while drawing inspiration from India’s rich cultural heritage. More than 95% of its team comprises women, reflecting the important role women play in the brand’s operations and growth.

Instore embraces a sustainable approach to fashion by incorporating traditional textiles, natural fibres, and artisan-inspired techniques into its collections. Its designs feature cotton, linen, South Indian handlooms, handblock prints, vegetable dyes, indigo prints, Kalamkari, Dhaboo, Bagru, Kutchi Ajrakh, Ikat, and Batik fabrics, developed in collaboration with master artisans across India. The brand offers sustainable fashion for women, emphasizing timeless styles and traditional craftsmanship rather than relying exclusively on fast-changing trends. Its product range also includes women’s lingerie and innerwear, alongside women’s apparel and children’s clothing at selected stores. With four retail locations in Chennai—Anna Nagar, Pondy Bazaar, Purasawalkam, and Velachery—and an online shopping platform, Instore aims to make quality fashion accessible while preserving India’s textile traditions and promoting a more responsible approach to clothing.