Making Luxury Matter with Shivam Punjya, Founder of behno New York

What led Shivam Punjya, an academic and researcher to start a premium brand retailing leather handbags? From the outside, it may seem puzzling but it isn’t when you learn that social impact pervades every step of production at design at behno New York. Born and raised in California, Shivam launched behno New York in the US. Now a favorite among homegrown labels in India, behno New York recently signed Katrina Kaif as the brand ambassador for its Indian launch. In this episode, we explore behno New York's growth story and how Shivam has created a brand at the intersection of luxury and social impact. Presented By: Blur the Border Hosted By: Aishwarya Avlani Produced By: Rhea Bhambhani and Blur the Border Audio-Video Production & Post-Production: Canopy Media Location Courtesy: Canopy Studios Music: Licensed through Epidemic Sound Chapters: 00:00 Intro 01:43 behno New York’s Launch in India 02:26 Katrina Kaif x behno New York 05:25 Creating a Brand for Social Impact 10:29 How Brands Can Adopt Conscious Production 14:42 Challenging Design and Aesthetic Stereotypes 17:09 The Hidden Meaning in behno New York’s Handbag Design 19:51 The Pivot from Ready-to-Wear to Handbags 21:01 Why the Brand was Named ‘behno New York’ 22:59 Shivam’s Take on India’s Homegrown Industry 25:59 On Collaboration & Go-To Homegrown Labels 30:27 How Brands Can Increase International Representation 31:29 The Day-to-Day of Running a Brand 34:01 “I Never Thought I’d be the Founder of a Fashion Brand” 36:54 Know the Founder

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