Textiles and Indian heritage fashion innovator Gaurang Shah has launched his estore. The e-commerce initiative is part of the award-winning designer’s strategy to fuel his brand growth and tap e-consumers yearning his signature handwoven weaves from places where he doesn’t have an offline store presence. The estore will also support weaver sustenance.

The online store shop.gaurang.co, which also backs a community of his 800+ workers and several hundreds of artisans, will feature a range of classic, versatile, and statement pieces—all handwoven which until today was only available for purchase in the brand’s popular 6 Indian and 2 international brick-and-mortar stores.

“This initiative expands the brand-consumer outreach and aims to provide real-time access to own latest hand-woven arrivals. This also serves our greater purpose to support the ecosystem and sustenance of weavers using the power of e-commerce,” said Shah in a press release.

“I wanted our online store to amplify the voice of India’s jamdani craftsmanship plus fortify our efforts to further encourage, promote and preserve our weaving heritage. Online shopping will also enable an increase in consumer desire for Indian fashion, build its inventive appeal, and the power of wearing heritage clothing as self-expression,” added Shah who is known for his exquisite handcrafted jamdani masterpieces and signature sarees.

Shoppers will get access to the finest, inventive fabric fusions, motifs, colour, and textures in different sizes like the in-store range created in the looms of Shah’s 800+ growing weaver community. The designer collection line infuses yarns like khadi, muga silk, tussar silk, organza, and silk.

Separately, to promote new talents, Shah has now launched an in-store pop-up initiative for upcoming designers to promote their work through a series of pop-up shows. The in-store pop-up show will debut its first event in Hyderabad on June 10 for 3 days wherein he will showcase 100 exclusive works of four textile designers: Ujjawal Dubey, Anjul Bhandari, Mayyur R Girotra and Sakshi Mehra.