Shashank Gupta: The Dreamer Behind Nazranaa Bridal Boutique

Shashank Gupta, the visionary behind the largest South Asian bridal boutiques in the US, Nazranaa, shared insights into his unique upbringing, the evolution of his family’s legacy in the clothing business, and the challenges and triumphs of managing a vertically integrated supply chain in an exclusive conversation with Tinds.

Shashank’s journey from a family legacy in Bombay to pioneering bridal wear in the US showcases a blend of tradition and innovation. As the South Asian Bridal Boutique continues to evolve, Shashank’s strategic vision, dedication to quality, and adaptability to changing market trends position his brand for a promising future in the dynamic world of fashion.

Tinds: Could you share a bit about where you grew up? Something our younger audience might find interesting about your family and upbringing.

Shashank: I’m a mix of both worlds, having spent half my life in Mumbai, India, and the other half in the US. We’re generations into the clothing business. My great-grandparents started with retail stores, and the legacy continued with my dad’s generation moving into export houses. Now, my sister and I are expanding our footprint in retail, and we’ve got a vertically integrated supply chain.

Tinds: I noticed your background in economics and supply chain management. How did you make the transition to designing and the bridal wear business?

Shashank: We’ve always been into clothing, starting with my great-grandparents’ retail stores. My dad’s generation moved into export houses, and when my sister and I decided to expand into retail, we introduced customization. It took some initial losses to start manufacturing in India, but now we have a unique selling point – a vertically integrated supply chain. We handle everything in-house, ensuring timely delivery, which we even managed to do during challenging times like Covid.

Tinds: Do you think having your own manufacturing units gives you an edge over competitors who might outsource?

Shashank: Absolutely. We have an advantage because we do a mix of things. We’re the largest sellers of Indian garments in the US, and our seven retail stores allow us flexibility. We buy from other vendors but ensure that custom orders are produced in-house. This ensures quality and on-time delivery, which sets us apart from competitors who often rely on external vendors.

Tinds: Managing multiple businesses now must be challenging. How do you balance your time and ensure the growth of each business?

Shashank: It’s a family operation, which helps a lot. My wife, sister, and long-term staff in India and the US are crucial. The challenge is finding good managers for each location. We’re still in the growth phase, and finding a reliable team is a constant struggle.

Tinds: Given the growth, do you attribute it to the increasing Indian population in the US or a broader trend in embracing tradition and culture?

Shashank: It’s a mix of both. The overall South Asian diaspora in the US is growing, and there’s a significant rise in fusion weddings. Our business caters well to these events, understanding the unique needs of brides and grooms in multicultural weddings.

Tinds: With Nazarana Diaries, your YouTube show, gaining popularity, how did you come up with the idea, and has it significantly impacted your business?

Shashank: The idea came from observing shows like “Say Yes to the Dress.” We thought, why not showcase a broader canvas of designs? It didn’t explode overnight, but consistent efforts and marketing paid off. It’s been successful on YouTube, and we’re even collaborating with EA Games Covet Fashion for a style challenge.

Tinds Desk: Speaking of challenges, what are some of the challenges you face running the largest South Asian Bridal Boutique in the US?

Shashank: Competition and price comparison are common challenges. People often compare prices without considering the expenses. Additionally, some businesses try to import goods without paying duties, giving them a cost advantage. Despite this, our focus on service and a diverse product range compensate for the challenges.

Tinds: Finally, a quick one—three words to describe your personality.

Shashank: calm, determined, and relentless.

Tinds: Looking ahead, how do you envision the future of your brand?

Shashank: Collaborations with prominent retailers and expanding into renowned stores like Nordstrom and Saks Fifth are on the horizon. We aim to become a part of established distribution networks for exponential growth.

Tinds: Before we wrap up, any advice for our young audience looking to start their businesses?

Shashank: Work on yourself first—mind and body. It’s crucial for handling the chaos. Secondly, study successful people in the industry, learn from them, and make improvements. And remember, success takes time and consistency.