Gurugram-based digital marketing agency PROHED has secured the search engine optimisation mandate for Behno, the New York-designed luxury handbag brand focused on ethical and conscious fashion.
Founded in 2015 by Shivam Punjya, Behno designs minimalist handcrafted leather handbags in New York while manufacturing through artisan workshops in India. The brand operates under its proprietary ‘Behno Standard’, a six-pillar framework covering health, worker mobility, family planning, women’s rights, worker satisfaction and eco-consciousness.
Under the partnership, PROHED will focus on strengthening Behno’s organic search visibility across India and international markets. The agency’s mandate is aimed at improving discovery among consumers searching for ethical fashion, sustainable luxury and purpose-led lifestyle products.
The collaboration comes as fashion and luxury brands increasingly prioritise organic search as a long-term digital growth channel. With online product discovery shifting towards search-led intent-based journeys, the SEO mandate is expected to support Behno’s visibility among fashion-focused and value-conscious audiences.
PROHED will implement a comprehensive SEO strategy spanning technical SEO, on-page optimisation, content planning and link-building initiatives. The agency will also focus on improving search rankings for high-intent keywords linked to ethical fashion, conscious luxury and premium lifestyle categories.
As part of the mandate, PROHED will work on optimising Behno’s e-commerce infrastructure to improve search engine discoverability and user accessibility across markets. The agency will also develop content strategies designed to communicate the brand’s positioning around luxury craftsmanship and ethical production practices.
The partnership reflects the wider shift among premium fashion and lifestyle brands towards owned digital growth strategies, where organic visibility is becoming increasingly important alongside paid media and social commerce efforts.
For Behno, the SEO engagement is expected to support long-term audience acquisition and digital footprint expansion across key global markets. For PROHED, the account further strengthens its presence within the premium fashion and lifestyle category.
The mandate also underlines how sustainability-focused brands are increasingly using search-led content strategies to connect with audiences researching responsible consumption and ethical luxury alternatives online.
