The real story of how Chirag Khandelwal built BRACLO — and how the people he loved most became the reason it survived.
Nobody in his family quite understood what he was doing.
In 2015, Chirag Khandelwal was a young man in Alwar, Rajasthan, spending his evenings building an Instagram page for a clothing business that didn’t really exist yet. No inventory. No office. No experience. Just a phone and an idea. His parents worried the way parents do — quietly wondering if this would ever become something steady. Chirag didn’t have answers yet.
But he had his sister Richa.
She didn’t just believe in the brand. She believed in him — before the brand had earned it.
THE DAY THAT DECIDED EVERYTHING
There is one story Chirag tells about the early days that explains, better than any revenue figure, what kind of founder he is.
Before BRACLO had a website or a courier account, a customer in Kashmir placed an order. Cash on delivery — something most Instagram sellers didn’t offer then. The easiest option would have been to cancel. Instead, Chirag spent the entire day walking from courier office to courier office across Alwar asking for a COD account.
At one counter, an agent asked, “How many orders do you ship per month?” Chirag had almost none. But he looked the man in the eye and said, “Around 3,000.The order was shipped and the customer in Kashmir received their package.
That is the moment BRACLO was really born. Not when it became an official brand in May 2017. But in that courier office, when a young man from Alwar decided that one stranger’s trust was worth an entire day of his life.
THE EMAIL THAT ALMOST ENDED MYNTRA
By the time Myntra came into the picture, BRACLO had built real momentum. The onboarding process was long and detailed, but Chirag had completed everything. Then an email arrived.
Myntra’s pickup services were not available in Alwar. A small logistical gap that surfaced only at the very end. The conclusion seemed obvious — maybe let it go. Chirag wasn’t ready to give up and neither was Richa. Richa made him a proposal, quietly and practically: “tell Myntra you have a warehouse in Jaipur. I will handle it from there.”
That is exactly what they did. Chirag listed a Jaipur address, and Richa started packing and shipping every Myntra order herself. No announcements. No dramatic moment. Just a sister quietly supporting her brother’s dream. Eventually, Chirag bought a warehouse in Jaipur. The temporary solution became the company’s foundation.
WHEN A FAMILY BECOMES A BELIEVER
The skepticism at home didn’t disappear overnight. It slowly changed as the effort began to show results. Orders increased. Customers returned. The numbers quietly climbed. At some point, the worry in his parents’ eyes softened into pride.
For Chirag, that shift meant more than any business milestone. Many of BRACLO’s policies reflect this mindset — a 60-day return window, COD availability, and a toll-free support line. They were built around one simple belief: if people trust your brand, you respect that trust.
WHAT COMFORT REALLY MEANS
The word “comfortwear” gets used casually in fashion. BRACLO means it differently.
When Chirag designed the brand around breathable, everyday fabrics for students and young professionals, he wasn’t following a trend. He was making clothes for people living busy lives like his own.
Today BRACLO sells across India through Myntra, Ajio, Amazon, Flipkart, JioMart, Blinkit, and its own website.The company operates from a warehouse in Jaipur and has built its supply chain without outside investment.
Fully bootstrapped. Exactly the way it started.
THE PART THAT ISN’T ABOUT BUSINESS
A third of BRACLO’s profits go toward something that has nothing to do with clothing.
The BRACLO Care Programme directs funds toward education, food accessibility, and environmental well-being. It is not a charity arm added for appearances. It is a decision made early and built into the structure of the company — a recognition that a brand built on trust carries a responsibility to do something meaningful with it.
A DECADE LATER
Nearly a decade later, BRACLO has become a recognised name in Indian comfortwear
The warehouse in Jaipur is now owned by the company. The systems and scale are real. And the family that once wondered about an Instagram page now watches a brand that carries their belief, their patience, and a little bit of Richa in every order that leaves Jaipur.
He started with ₹2,000 and a family that wasn’t sure. He built it anyway. And somewhere along the way, they became the reason it worked.
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BRACLO brand story
BRACLO clothing brand India
BRACLO
Chirag Khandelwal
