Daily Inspiration: Meet Sahil Chaudry

Today we’d like to introduce you to Sahil Chaudry.

Hi Sahil, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
In 1976, my father started our family business from a small shop on Windward Avenue in Venice Beach.

He discovered that by blending his heritage in India and home in Los Angeles, he could create collections that built a bridge between the East and West.

In 2012, our family launched RAGA, which refers to the classical scales of Indian music, to share our story.

RAGA is founded on the belief that real relationships and community are built by expressing the authentic self. Our collection strives to express our evolving identity. We are born in India and raised in Venice beach.

Our collection is the expression of an immigrant story, a conversation between generations, and a bridge between the east and west.

Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
As a small family business, competing in the fashion industry is not easy but it is rewarding. We are a small team but we give our hearts to each aspect of our business every day. We are of the firm belief that the destination creates an opportunity for a journey and the journey is the reward.

Our strength is that our design DNA is rooted in the relationship between our heritage in India and our home in Los Angeles. We do not chase trends. The more authentic our collections, the more we attract the right relationships which help us grow.

As a small brand, our biggest challenge is to reach a larger audience and expand our community; however, we are not in a rush. We believe in patience and our strategy is to build on a firm foundation each step of the way. We want a real relationship with customers who truly believe that our collections make them feel more like who they really are.

As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
Prior to joining our family’s business, I was a corporate finance lawyer at Milbank, Tweed, Hadley, and McCloy.

I apprenticed with my father, Krishan Chaudry for three years before launching our menswear division and ultimately now oversee the whole RAGA brand. The day to day of my job is to work with our team to put the puzzle pieces of our brand together from finance, design, production, and marketing to inventory management and e-commerce.

Our brand identity sets us apart from others and I am most proud of our storytelling imagery for sharing our unique identity. Our photoshoots and films combine our heritage, our home, and personal taste in a way that can only come from us.

Pricing:

• $145 Maxi Dresses
• $295 Quilted Jackets
• $120 Camp Collar Shirts

Contact Info:

• Email: [email protected]
• Website: shopraga.com
• Instagram: @shopraga @theragaman

Image Credits
Cassidy Bliss Cooper and Bradley J. Calder