Build your own style statement with the help of Ahmedabad based entrepreneur, Selvi Joshi, Founder of


Empowering you to design your own denims

Tell us about Denim Craft is a virtual studio that allows people to create their own style statement – a designer denim in an interactive, easy to use manner. You can hand-pick your own cut, fabric, rise, pocket details, stitching and even fun distressing to create a truly unique piece of clothing. Each one-of-a-kind jeans is then made in an artisanal way with personalized details and using premium fabrics and washes at the manufacturing unit in Ahmedabad. It is a luxury given to DenimCraft customers to own a unique denim with few clicks on our website

Why did you start this? How did you come up with the idea?

We at DenimCraft completely believe that fashion is what you make it. It is important to carry yourself with confidence and elan. Even if you are disproportionate in your head, if you wear the right clothes that fits you like a dream, it would become the new fashion mantra. And would give you the much needed self confidence.The new age anorexic look is not what we like the people to follow blindly and loose their identity. If you have the curves ,you definitely need a denim to sit right on them to make it look better,rather then disproportionate.I have come across people who find it difficult to find denims that will fit them right on their hips and thighs and also are of the fabric and colour they want.They are ready to spend a fortune and have tried with all major brands but cannot arrive at a denim that they can do everything in. Thus came the concept of, why compromise when you can cut and customise. That was the birth of the idea for DenimCraft. At DenimCraft we allow all the beautiful men and women to customise their look, their style. The whole customize your look idea is highly supported since we already have a manufacturing unit in Ahmadabad since past 6 years which forms the back-bone for this idea.

What is your background?

I am a telecom professional and my husband has a denim manufacturing unit in ahmedabad who is supporting me in this Venture.

How did you raise the initial capital to start this?

The initial capital is taken out from our own pockets.Since the whole concept is to get people to shop online rather then physically going to a store makes the capital less. All I required money was for my web presence and now for web marketing. Since the back-bone of denim manufacturing is already in place, I have taken help from my husband and his partner to make denims for DenimCraft at cost-price and the profits will be shared as and when.

Can you justify the need for this portal with numbers?

India's demographics provide ample reason to get excited about the Internet market's potential for stellar growth. A World Bank study shows every 10 percentage point increase in broadband penetration leads to a 1.38 percentage point increase in per-capita gross domestic product growth in developing economies. According to PwC Entertainment and Media Outlook 2010 report, with increased Internet usage, Internet Products is projected to grow by over 20 per cent over the next five years. As the online India grows, the need for such portals that allows customers the desired products at finger tips is increasing.This is the story in India where internet and online shopping is still coming up, where as international markets are much aware and used to the online shops and portals. According to Forbes, eCommerce is projected to be a $300-billion business by 2015. Many brands now exist solely online and this has led to some new trends in how we shop. No longer do we have to settle for what buyers have decided are in fashion or wear certain things because of the season. In this day and age, thanks to the accessibility of the Internet, the purchaser now has the power to choose. It’s what the custom apparel movement is all about. This creates a need for people to define their own look and style as per their individual body-types. This particular sense of individuality will lead more and more people to not shop for things that is in fashion, but go for customization that has their ‘essence’ to the look.

Are there other players in the market doing similar things?

Yes there are similar players in the market but not so many to cite examples. I know of a few like make my jeans who has created an iphone app. Then there is Do my jean.

What is your market differentiator?

Our differentiator will be our product and expertise and the revolution that we bring to the conventional denim shopping. Since this is a bi-product of already validated denim manufacturing unit the product is sure to give immense satisfaction to the customer who will get to wear their denim that will make them feel themselves and comfortable.

What were the challenges you faced while starting up?

The biggest challenge is to get this idea across to people. I have spoken to many people in India and globally. Everyone loved the idea to customize their own denim as per their liking and fit. The only challenge is to convince them to do it virtually and not physically walking in the store and giving their measurements. We are working towards this challenge by trying to make the application of denim designing as interactive and user friendly as possible. Once we will win the trust of the customer and they will try our denims I am sure they will become our permanent customers.

Who is your target audience? How do you plan to reach them?

Our target audience is one and all. We have a fit for all body types and for all ages groups. Since it is a web portal mostly internet-savvy people shall go for it initially. Our plan is to do aggressive SEO and web marketing campaigns.

Anything else that you want to share with us.

Our vision is to have the Virtual studio of Denimcraft become the norm of denim shopping across the globe. We eventually want to open Denimcraft Lounges where you can walk-in and design your own Denim while enjoying the lounge experience.

YourStory is really excited about all the latest buzz happening around e-commerce and online portals enabling customers to do what they like to do! Do check out and try customizing denim at Let us know what you think about the idea by writing to us at


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