How holiCHIC’s cultural fusion breaks fashion barriers

“I launched holiCHIC in 2015, before it became a trend,” says Megha Rao, founder holiCHIC. “I never found what I was looking for in stores: a mix and match of traditional Indian wardrobe with my modern American attire. Because pairing a sari blouse with jeans or adding Indian jewelry to a Western dress is a reflection of who I am.”

Growing up in Queens, New York, as the daughter of immigrants, Rao often found herself between two very different worlds. At home, she observed traditional Indian customs, ate Indian food and spoke her native language. But at school, she lived a very different life, immersed in the modern American lifestyle.

“I remember having mehndi on my hands after spending a summer with my grandmother in India. Girls at school would yell at me and say I had blood on my hands,” Rao says. “I also had waist-length hair, and they would tease me and say, ‘Why is your hair so long?’ and ‘Why don’t you just cut it?’”

Image Source: holiCHIC

Although Rao was affected by bullying, she was never ashamed of who she was. Her childhood summers spent with her grandmother, where she explored the markets of Mumbai, gave her a renewed appreciation of culture and creativity. Fashion became an outlet for her self-expression.

Now a woman-owned brand, holiCHIC reflects her love of South Asian culture and champions centuries-old craftsmanship. Actresses like Mindy Kaling, Poorna Jagannathan, Richa Moorjani and more have worn holiCHIC, and the brand has collaborated with Lilly Singh.

“By creating pieces that reflect my personal style and identity, I help other women do the same,” Rao says. “My brand empowers women to own their own identity and express themselves with confidence through fashion.”

Here are three lessons Megha Rao has learned from disrupting the fashion industry.

1. Focus on your personal journey and stop comparing yourself to others

“I spent six years building my career at Citigroup before leaving to focus on holiCHIC full-time,” says Rao. “I juggled corporate work with side jobs for as long as I could. Too often, I see founders feel pressured to dive right into their business to prove they’re committed and serious. Do what makes sense to you and stop comparing yourself to others.”

Rao built her profession at Citigroup for greater than 15 years. She credits her time there with preparing her to begin her own company, really building a strong understanding of selling, finance and sales. “I was able to test, try and learn things while building holiCHIC, while also holding down my full-time job. I made decisions without thinking too much. It took me longer to get my business off the ground, and I don’t regret it.”

It was in 2021, during the Dior Fashion Show in India, that Rao knew it was finally her moment. All eyes were on Indian fashion, and she decided to go away Citigroup and work full-time at holiCHIC.

2. Find the balance between passion and execution

“I was so passionate about our holiYOGA collection that I wanted to launch it as soon as possible. We launched a big campaign and pre-sales before the product even arrived,” says Rao. “However, soon after the pre-sales began, we ran into unexpected complications with our supplier, which caused shipping delays and forced us to change manufacturers and ultimately delay the launch.”

Rao remembers the impact on customers and the stress it caused her team. In retrospect, she would have pitched the idea to her community. Then she would have taken them on a launch journey, sharing behind-the-scenes footage of the design and production on social media. She would have made the collection available for pre-order much later in the development process.

Ultimately, Rao and her team brought a higher quality product to market. Today, it’s one of the company’s best-selling collections. She warns the founders about finding a balance between passion and execution.

“I wish I had been more patient and waited until everything fell into place. It was definitely a lesson in being prepared for the moment,” she says.

3. Find your personal leads and don’t wait for “that introduction”

As the company’s founder, Rao is continuously researching the market and looking for ways holiCHIC can higher serve its customers.

“I knew Diwali was a big time in New York; there were so many events happening around that time. So many people needed a way to shop for accessible and relatable pieces that they could try on and buy locally,” says Rao. “I knew holiCHIC was the answer.”

Rao spent nine months attempting to make her Diwali pop-up store a reality. She sent emails, DMs, cold-called and left messages for shoppers throughout the city. She didn’t have the retail contacts she needed, so she spent hours and hours researching who she should feature.

“My time in sales taught me that I don’t wait for that lead, I pick up the phone and make the calls. So find your own leads, get back to basics and start making cold calls,” he says.

Rao eventually found the name of a manager on LinkedIn who managed a specific Nordstrom location in New York City. She called the store, asked to be transferred to her office, and left a voicemail. The store manager called Rao back, understood, and connected with her vision. Last Diwali, Nordstrom partnered with holiCHIC to showcase the brand through a pop-up event. The retailer understood the brand’s vision and supported her in communicating her unique style to customers.

Today, holiCHIC has grown five-fold in the past five years, averaging 100% year-over-year sales growth. The brand is trying to raise capital in early 2025 as Rao looks to expand further, reach recent demographics, and explore wholesale and retail partnerships.

“There are times when I feel like I have to work 10 times harder to be seen and heard as a woman of color in this very saturated industry,” Rao says. “And being a woman of color is also my superpower, giving me a unique advantage and perspective to take my business to the next level.”