The brand was launched in Karachi, Pakistan in 2012 by Nazish Kidwai, a fashion entrepreneur. Combining her business education, exposure to ethnic family roots and solid hands-on designing experience over the years, she continues to take her brand to new heights in Pakistan and beyond. Pehnavni has participated in a number of successful shows and exhibitions in United Arab Emirates, India, Australia and the United Kingdom; offering a variety of eastern wear for women including ghararas, shalwar kameez, sarees, lehngas and accessories.