Launched in October of 1994, the balancing of the "designer" touch and class with mass-manufacturability and affordability has been our unweavering focus to create Jeaneration as a "designer-brand".

We believe in the fashion cliche "Change is the only constant". This is what has compelled us time and again, on the one hand to upgrade our production process and improve our finishing to provide a state-of-the-art product at the best price.

On the other hand, it has compelled us to feel the pulse of the market and to look ahead of the times and forecast future trends. We pride ourselves in our ability to renew ourselves in the face of the unrelenting transition of these times and we hope to never be stuck in the sticky complacency of self-righteousness.

The Jeaneration team gathers a wide and deep experience in the garment industry from high fashion to mass manufactured branded clothing. It is this pool of experience which stabilises the ship as well as makes sure we chart new courses in the unknown oceans of future fashion.

"Jeaneration" stands for the transition and intermingling of these times which are both reflected and played through our choice of clothes. We are changing and we are made by our clothes. The foreground and code of our social life is the clothes we wear. This is the code, the constantly mutating "fashion genome" we seek.

There are no basic shirts in our repertoire, the brand encompasses a wide range of sober to designer values, always with a distinctive feel. In the variety of styles and fabric with a consequent excusivity we seek our path.

Our inspiration is the work itself. The bricks and mortar of the business is fabric and in this we are proud of our taste and feel for getting exceptional and exciting fabrics from all over the world.

The next level is design and here our vision is of category-bending innovative in these times of the global melting pot with a stringent attention-to-detail.

We market in the major urban markets of the country viz. in Western India in Mumbai, Pune, Nagpur and other towns in Maharashta, Surat, Baroda and Ahmedabad in Gujarat; in North India in Delhi and towns of Punjab; in South India in Hyderabad, Bangalore and Chennai. Our aim is to consolidate these markets and spread to other regions.

This year we are offering three sub-brands under the umbrella of Jeaneration viz. Bush, New Age and Club.