ABCD is more than just an apparel brand; it’s a movement for positive & sustainable change and a celebration of identity and representation. Led by Jaitsiri Kaur Ahluwalia, a member of the growing South Asian American entrepreneurial community, ABCD merges fashion with social impact to create a brand that intentionally empowers, educates, and builds inclusivity.

In a nod to the humorous acronym “ABCD” used in the Desi community to reference “American Born Confused Desi,” ABCD embraces the unique journey of South Asians in America. Our brand integrates the rich tapestry of South Asian culture with the experience of growing up in a Western country.

At the heart of ABCD’s mission is a commitment to making a meaningful impact – particularly in partnership with organizations like “Saheli” in India. Saheli’s dedication to empowering women through education, skills training, employment, and financial literacy resonates perfectly with ABCD’s vision.

From vibrant, quality fabrics reflecting South Asian craftsmanship to innovative, fashionable, and comfortable designs, our collections are a celebration of identity, culture, and collaboration. By wearing ABCD, you express your unique identity while supporting social progress, women’s empowerment, and a brighter, more inclusive future for the South Asian community.

With more than 5.4 million (and growing) South Asians in America, the market for ABCD is substantial. Join us on our journey to make fashion a tool for positive change, a celebration of heritage, and a commitment to social progress – an ongoing contribution to the representation, celebration, and empowerment of the South Asian community worldwide.

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