Desi Tales builds pure cotton ethnic wear brand for children

9 Sept 2026, 7:20 am · 3d ago · 1 min read · YourStory

Bengaluru-based kids ethnic wear brand Desi Tales is addressing the gap between expensive designer labels and uncomfortable low-cost festive clothing. Founded in 2022 by Rachana and Mihir Shah, the direct-to-consumer brand makes pure cotton ethnic wear and nightwear designed to prevent skin irritation and withstand everyday use. After starting as a weekend venture with apartment pop-ups, the founders launched their dedicated e-commerce website in 2025. Desi Tales prices its apparel between Rs 599 and Rs 1,499, targeting parents seeking durable, skin-friendly traditional outfits for their children.