Brand Story

 

 

Growing up in a traditional business family, I was inspired by those around me who were building something from scratch. The idea of doing the same had always appealed to me, but I found myself caught up in the rat race, feeling disconnected from my work. Trusting my instincts, I decided to take a risk and leave my engineering career to pursue a new path. I enrolled in NIFT, where I spent two life-changing years. After graduating, I landed a job at a prestigious company in Bangalore. However, my dream of creating my own brand persisted. During my upbringing, I faced criticism and judgments, particularly due to my background of being educated in a Bengali medium. As a result, I experienced bullying during my childhood and college years due to my lack of proficiency in English. This led me to grow up feeling insecure and lacking in confidence. Putting my insecurities and fears in a pickle jar, eventually mustered the courage to leave my job and launch aoho! in December 2019.

 

Soon after we launched aoho! the pandemic hit and the world quickly shut down. With inventory piling up, it became clear that simply waiting at home was not a viable option. It was then that our friends and family suggested we take our collection online, but with limited resources, we faced many challenges. However, with my mother stepping in to take photos during the lockdown, we slowly but surely began to build our online presence. Over the course of three years, from being directionless and uncertain about my path in life to amassing a following of 25 thousand on Instagram, and from operating out of a single room to establishing a spacious 2bhk office. The journey has been one that we will always cherish.