Label Pratham – an amalgamation of passions by Shweta & Prashant Garg began in 2011. ‘Pratham’ translates into the ‘first’ and the ‘foremost’. Pratham has a beautiful tale of serendipity at its crux; of allowing oneself to be drawn towards what one really loves and the magic that follows.

Being the pioneers in reviving the 17th century Indian artform, PICHWAI into wearable form, in the form of sarees, dupattas, lehengas and jewellery, the designers draw inspiration from the playful tales of Lord Krsna and always discover and re-invent newer ways to showcase this age-old art form in their creations.

A concoction of passion, diligence and love for craft and culture, today Label Pratham is a celebrated brand in ethnic fashion, recognized for its iconic Pichwai Sarees, which are a perfect alliance of traditional and contemporary techniques.

What started as a passion to rekindle an ancient art into a wearable form has now turned into an eminent brand. Label Pratham is now a prestigious brand in many households and clothing merchandises. Acceptance of Pichwai Sarees as a category of sarees in fashion industry is a big accomplishment for the brand and a splendid pay-off to the designers’ passion and endeavors.


Popular as the Pichwai Couple, Shweta & Prashant Garg started designing outfits for each other in early 2004. Little did they know that they would take up designing as their profession in future. Coming from steel business families and with no formal training in fashion, ‘Label Pratham’ was born out of the couples’ inclination towards art and design intricacies, in 2011.

Label Pratham’ is not just a brand, but a true labour of love where each creation is motivated by the designers’ commitment to keep alive the unadulterated exuberance of textile traditions of India in its designing process.

And this commitment has now led to graceful amalgamations of Pichwai with other traditional artforms & crafts like Kalamkari, Ajrakh, Jamdani, Paithani, and Aari & Ahir embroideries to suffuse the life of an Indian diva with aesthetic fashion.