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GRAIN is a design and imagery guidance set-up for fashion labels. It is an advisory and creative agency for established and emerging professionals. The word 'grain' is a fashion fundamental, meaning the direction in which cloth is cut. The outlook is about going back to the basics, following a systematic and qualitative process, and creating innovative products and visuals with a distinct point of view.

Co-founders Sohiny Das and Mohit Rai have each spent a decade in the Indian industry working as stylists, creative directors, editors and consultants with the country's leading publications, established design houses, fashion bodies and emerging creatives. At GRAIN, they offer personalised strategies to designers and brands who seek unique identities through their products and presentations.

SOHINY DAS

Sohiny Das is the design director at GRAIN. An alumnus of NIFT and London College of Fashion, she has been a consultant with several established and emerging labels since 2006, including Kiran Uttam Ghosh, Nikasha, Nikhil Thampi, Kallol Datta 1955, Nupur Kanoi, Myoho, Jaya Rathore and Sailex. With additional projects in the export and retail sectors, she is well-versed with several genres within Indian design, and focusses equally on the aesthetic and technical aspects of product creation. Parallely, her editorial styling works have been featured in the country's leading publications, including Harper's Bazaar, Elle India, Brides Today, Verve, Conde Nast Traveller, Femina, Filmfare and Marie Claire India. She is a noted runway stylist at the Indian fashion and couture weeks. As the former fashion editor at Verve magazine, she has also established herself as a fashion journalist, and continues to contribute written features with an opinion. 

MOHIT RAI

Mohit Rai is the artistic director at GRAIN. An alumnus of NIFT and the former fashion director at Harper's Bazaar Bride India, he is also one of the country's best known celebrity stylists, and he heads a parallel unit called MR Styles. His celebrity clients include Kareena Kapoor Khan, Aishwarya Rai Bachchan, Shilpa Shetty, Sonakshi Sinha, Disha Patani, Tabu and Gauri Khan. His work experiences in editorial, commercial, runway and celebrity styling have given him a multi-faceted creative vision. His roster includes campaigns for Tarun Tahiliani, Neeta Lulla, Shivan & Narresh, Nikhil Thampi, Arpita Mehta, Mrinalini Chandra, Satya Paul and Bridal Asia. In 2017-18, he also completed a merchandising consultancy with leading luxury designer store chain Aza. He continues to contribute editorial photoshoots to Brides Today, Filmfare, Femina, Travel & Leisure, The Magazine at Pernia's Pop-up Shop and Khush magazine.