Vedanshi Jain doesn’t believe she has the gene for fashion. Looking at her Instagram account, you’d never be able to tell — Jain, an LS sophomore who will transfer into the Gallatin School of Individualized Study, posts outfit checks and fashion-focused Reels almost every day. But behind the scenes in her dorm room at Second Street residence hall, Jain runs India-based clothing brand Asahi Jaipur, putting a Western twist on the intricate textiles and patterns of Rajasthan, a state in northwest India.
Jain was born in the Rajasthani city of Jaipur, also known as the “Pink City.” Home to vibrant architecture and intricate textiles, Jaipur’s rich culture continues to inspire both Jain’s personal fashion and her brand, which serves customers in India and the United States.
“There’s a lot of color everywhere, especially imbued in the textiles that we have,” Jain said. “My maternal family has a long history in fashion — my great-great grandfathers even designed for Jaipur’s royalty.”
While Jain has proven to have an eye for fashion, she doesn’t see clothing design as her main domain. In fact, Asahi first began as the brainchild of Jain’s mother, who formerly owned a clothing business. When COVID-19 regulations began closing down clothing stores, Jain’s mother upcycled a collection of lehengas — traditional Indian wedding clothing — into new tailored, elaborate outfits for a family wedding, rekindling her passion for clothing.
“I did inherit some sort of creative genes from [my mother],” Jain said. “So I thought, while I can’t design fashion, I can build a social media presence for us.”
As her mother was rebuilding Asahi, Jain was in Florence studying abroad for her first year at NYU, still looking for ways to expand the brand’s online audience. While the four-and-a-half hour time difference between Jaipur and Florence made their partnership difficult, Jain was committed to revamping their business model — making more tailor-made rack pieces and catering towards Gen Z women and girls. This shift allowed Asahi to take advantage of modern fashion trends, creating what Jain calls a “modernization of tradition.” Her designs blend Jaipur’s signature Sanganeri prints with contemporary Western silhouettes, speaking to a generation that values cultural expression in fashion more than ever.
“Girls I’ve met are consciously making the decision to wear a block printed skirt that was only made in Jaipur, and it kind of becomes its own blend of American and Indian culture,” Jain said.
Jain said that her brand’s marketing and messaging is currently centered around women and feminine clothing because there are “very distinct lines between the two genders” in Jaipur. Still, she values being able to appeal to a wide range of customers — Asahi’s pieces often have adjustable ties rather than following a one-size-fits-all approach. She also sources her fabrics, some of which have already been pre-cut, from other producers to minimize waste.
For Jain, Asahi isn’t just a business — it’s a means of staying connected to home. She hopes to grow the brand’s physical presence in the coming months with a potential pop-up in Washington Square Park, featuring spring looks modeled by some of her friends. Now, halfway through her second semester at NYU’s New York campus, she has taken advantage of the many young creatives and customers helping expand her business from Jaipur to New York.
“I thought I would have to modernize everything [for Gen Z],” Jain said. “But our generation — we actually do care about where we come from, about our history, about our culture. I’ve seen that in all the customers that I’ve served so far.”
Contact Roshan Rao and Sara Sharma at [email protected].
