started in Delhi, with a man who had lost everything.
A business that was once doing well — gone.
A year of uncertainty, of searching, of asking what comes next. Of applying for jobs in the garment industry and not hearing back.
Of finally making a phone call to a designer’s office that he was nervous to make — and being told to come in, prove himself, and see what happens.

Learning The Craft
He spent three months in that studio.
He learned fabric.
He learned how embroidery is done by hand.
He watched how a sherwani takes shape from a bolt of cloth to something a man wears on the most important day of his life.
He understood craftsmanship not from a textbook but from being in the room where it happens.
He was paid for one month out of three.
When he walked away, he was not angry.
He was clear.

Why DeshiCoast Was Born
He had just seen what quality ethnic wear actually costs to make.
And he had seen what customers were being charged for it.
The gap between the two was too wide.
The customer deserved better.
And somewhere in those three months of learning everything from scratch — fabric, design, artisan skill, online business, photography, the language of e-commerce — a brand was born.

What We Believe
We believe the Indian man has been dressing for occasions for too long.
The sherwani comes out for the wedding.
The good kurta comes out for Diwali.
The bandhgala for the rare formal event.
And on every other day — every ordinary morning, every chai with friends, every walk through the city — he settles for less than he deserves.
We want to change that.

Rooted In Indian Craft
Not by telling Indian men to dress Western.
Not by asking them to forget their roots.
But by reminding them of something they already know — that Indian fabric, Indian craft, Indian silhouettes, when done with real intention and proper fit, are among the finest things a man can wear anywhere in the world.