Paranda is a venture by a young mother who was obsessed with the local craft since her childhood, during many of her visits to rural areas, she used to be awed by the array of locally crafted products by such talented artisans. A few years later she realized these unnamed artists have given birth to fashion accessories but unfortunately, such hand-crafted goods often go without any appreciation for the producer – the true inspiration behind the online shopping platform, Paranda – which was later announced in Pakistan Fashion Week, London.