Lative Colours of Fashion, a brand by Lative Commercials Private Limited, is making waves in the Indian fashion scene. Founded in Muzaffarnagar by Ayush and Priyanka Jain, the brand is built on a foundation of understanding a woman's need for clothing that is both stylish and comfortable.

“Our journey with Lative Colours of Fashion began in 2017, starting small from our home,” says Ayush Jain. The founders soon carved a niche by selling on major e-commerce platforms like Amazon, Flipkart, and Etsy. Their success story grew with franchises opening in Dehradun and Delhi within a year.