G3NXT: Stitching the Future of Indian Fashion with Tradition and Tech

From a modest offline store in Surat to becoming a global leader in Indian ethnic wear, G3+ has undertaken a remarkable journey woven with culture, innovation, and trust. Now rebranded as G3NXT, this family-run fashion powerhouse continues blending tradition's richness with digital evolution. In this article, we speak with Jigar Patel, the Managing Director of G3+ Fashion, to learn how it all began, how they adapted over the decades, and what’s next for G3NXT.

The Journey From Surat

It was in the 1980s that G3+ started its journey, driven by curiosity. Local Samosa asked Jigar Patel, “How did the journey of G3+ begin, and what was the original idea behind starting the brand?" to which Patel replied, “The journey of G3+ began in 1983 in Surat with a simple yet powerful idea: to bring authentic Indian ethnic wear to more people, but with a personal touch. What started as a small offline store has grown into a trusted destination for family fashion, not just in India but across over 80 countries. The core idea was always about bridging modern fashion with traditional aesthetics, creating styles that speak of Indian culture while catering to modern tastes,” says the MD, Jigar Patel.

Staying true to their roots, G3+ was born out of the need to fill and bridge the gap between modern and traditional aesthetics. The question arises: What gap was the company aiming to fill? “Our deep appreciation for Indian textiles and craftsmanship laid the foundation. Back in the 1980s, quality ethnic wear wasn’t easily accessible, especially outside metropolitan areas. We wanted to change that. G3+ was created to offer premium, affordable fashion under one roof, backed by personalised service. When we later stepped into e-commerce, it wasn’t just to go digital—it was about expanding access, especially for Indians living abroad seeking trustworthy ethnic wear,” expressed Patel.

From Retro Fashion to Digital Shopping

From the 80s until today, fashion has evolved significantly. From polka dots and bell-bottoms to crop tops and ripped jeans, the industry has seen massive shifts. So, we asked Patel, “How has G3+ managed to stay ahead of the curve?”, to which he replied, “The industry has undergone huge changes—from tailoring to ready-to-wear, seasonal collections to fast fashion. At G3+, we’ve always tried to evolve with the times. We’ve expanded our range to include Indo-western and casual wear, upgraded our technologies, and most notably, launched G3+ Video Shopping. This virtual service allowed global customers to shop in real-time from our store, providing a unique, personalised retail experience—one of the first of its kind in Indian fashion retail.” Fashion today is more about catching trends and staying relevant.

The question then was, how does G3+ adapt to rapid fashion shifts? Jigar responds, “It’s all about balance. Our design team keeps a close watch on both global and local trends, but we always root our designs in Indian culture. We ask ourselves: Does this style reflect our brand’s ethos? Is it suitable for our customers’ lives? Feedback, social media engagement, and real-time insights from tools like video shopping help us stay connected with our audience and adapt while staying authentic.” As the brand gradually transitions from G3+ to G3NXT, Local Samosa asked Patel, “What’s next for the brand?” He replied, “G3NXT represents the next chapter in our journey—one that’s more digital, innovative, and future-ready. This rebranding goes beyond a new name or visual identity. It symbolises our commitment to the next generation of consumers, who expect not just great fashion, but curated experiences, personalisation, and responsible retailing. G3NXT stands for embracing the future without losing our 40-year legacy.”

What Lies Ahead For G3+

With four decades in the industry, G3+ has evolved from a brand selling ethnic attire to a company revolutionising fashion while staying true to its roots. Out of curiosity, we asked Jigar Patel, a milestone in this journey that truly defined the brand. He said, “Launching G3+ Video Shopping was a landmark moment. It fundamentally changed how we engaged with customers. People from anywhere in the world could now shop virtually with us in real time. It was more than a service—it was a statement of intent, showing we’re not just a traditional fashion brand, but a tech-enabled, customer-first company.”

The G3+ story is one of resilience, reinvention, and strong relationships, growing from a single store in Surat to a globally recognised brand. To conclude, we asked Patel, “What is your long-term vision for G3NXT?” He answered, “We aim to become the most trusted global fashion brand from India—one that seamlessly fuses tradition with technology. Sustainability, immersive online and offline experiences, and a stronger digital-first ecosystem are all key priorities. But at the core, we’ll always be a customer-first brand.”