Neha Mehrotra
25-Sep-2025
The first concept store of Ganga Fashions in Surat is a true reflection of its roots, deeply rooted in culture, legacy, and fashion that speaks to everyone.
Surat has always been synonymous with textiles. The city hums with the rhythm of looms, and for decades, it has been the heartbeat of India’s fabric story. It was against this textile backdrop that Ganga Fashions, a brand with more than two decades of legacy, marked a milestone moment with the launch of its first-ever concept store.
The launch was a celebration of the brand’s journey—from its beginnings in 1990 as an export house catering to communities in London, Dubai, and Indonesia to becoming a well-recognised name in the Indian market since 2007. And now, the concept store at Nomads on Dumas Road, Surat, reflects the legacy, the culture and the contemporary design philosophy of Ganga Fashions.
Under the creative vision of Karishma Dalal, the store is designed to be more than a point of purchase. Spread across 2,000 sq. ft., the space unfolds like an experience. Thoughtfully surrounded by greenery, the layout encourages exploration. You pick through curated moods rather than browsing linear racks, making the space feel like a living gallery of textiles and craft. At its core, the concept store offers a wide range of apparel — from everyday casuals to occasion-ready ethnic wear. A resident stylist is available to help you discover pieces that align with your style and preferences. You will also find a collection of vintage jewellery and accessories that pair perfectly with whatever pieces you pick.
Every corner of the store reflects Sanjay Gangwani’s passion for design and culture: walls adorned with paintings and artefacts, carefully chosen lighting, and even accessories crafted from repurposed textiles, such as bags, coasters, and scarves. This thoughtful use of leftover fabric demonstrates Ganga’s commitment to sustainability, adding another layer of meaning to the brand’s ethos.
“The launch of our first concept store marks an important milestone in Ganga’s journey,” said Sanjay Gangwani, owner of Ganga Fashions. “For over two decades, our endeavour has been to bring together culture, comfort, and contemporary style in every creation. This new space is more than just a store, it is an immersive experience that embodies the essence of Ganga.”
Visiting the store gives you a glimpse into the care and thought behind each piece, but the real depth of Ganga’s craftsmanship became evident during the factory tour. Sanjay Gangwani and Karishma Dalal, both brimming with passion for their craft, guided us through every stage of the garment’s journey — from raw fabric to the final product.
We began by observing the fabrics being carefully washed and dyed, each batch treated to achieve precise colours and textures. From there, the pieces moved to garment production, where skilled hands stitched, cut, and shaped the materials into the foundations of the collection. What stood out was the intricate detailing that followed — delicate hand embroidery, machine work, sequins, and beadwork. Finally, every garment underwent rigorous quality checks, ensuring that every stitch, every embellishment, and every fold met the brand’s exacting standards.
Stacks of cotton, velvet, and other breathable, comfortable textiles filled the space, each waiting to be transformed into something beautiful. Some pieces shone in rich festive hues with intricate embroidery, sequins, and beadwork, while others were designed in softer tones, perfect for everyday wear. What struck me the most was how versatile the collections felt — clothes that could carry you through a grand celebration just as effortlessly as they could become part of your daily wardrobe.
Beyond its signature womenswear, the store also introduces menswear, home linens, accessories, and skincare essentials, with kidswear soon to follow. This carefully curated mix positions the store as a true lifestyle destination, offering something meaningful for every member of the family. With this launch, Ganga Fashions strengthens its commitment to reimagining Indian textiles for today’s world, creating experiences that are as enduring as they are contemporary.
