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Fashion Value Chain
11 hours ago
- Business
- Fashion Value Chain
Power of Community-Driven Approaches in Indian Fashion
Avantika Kejale, Fashion Management Scholar, Department of Fashion Management Studies, National Institute of Fashion Technology, Ministry of Textiles, Govt of India. Dr Vidhu Sekhar P, Assistant Professor, Department of Fashion Management Studies, National Institute of Fashion Technology, Ministry of Textiles, Govt of India. The Indian fashion industry too faces the economic uncertainty due to changing consumer behaviors, and increasing competition. To stay ahead, brands focus on building genuine communities that foster loyalty and advocacy. By adopting community-driven approaches, Indian fashion brands can create lasting relationships with customers. The Indian fashion market is influenced by factors like fluctuating consumer confidence, rising costs, and shifting spending habits. As per a report by McKinsey & Company, Indian consumers are becoming more discerning, seeking brands that align with their values and offer personalized experiences. Building Communities for Indian Fashion brands have many advantages. Indian consumers are looking for brands that align with their values and beliefs. Brands that promote sustainability, inclusivity, and social responsibility are more likely to resonate with Indian consumers. They seek emotional connections with brands that go beyond just products. Brands that create memorable experiences and engage with their customers on a personal level can build strong loyalty. Indian fashion brands need to understand the cultural nuances and preferences of their target audience. By incorporating local elements and themes, brands can create a sense of belonging among their customers. Few leading Indian brands have successfully built communities. Fab-India has created a community of customers who share similar values by promoting sustainable and eco-friendly practices. Their focus on traditional Indian crafts and textiles has also helped them build a loyal customer base. Manyavar, the ethnic wear brand has built a strong community around its brand by promoting cultural heritage and traditional values. Their festive collections and social media campaigns have helped them engage with customers and create a sense of belonging. Sabyasachi, the luxury Indian fashion brand has created a community of customers who appreciate high-end craftsmanship and attention to detail. Their bespoke designs and personalized experiences have helped them build a loyal customer base. Tata Cliq through their e-commerce platform has created a community of fashion enthusiasts through its 'Cliq Insider' program, offering exclusive benefits and early access to new products. W for Woman fashion brand has built a community around body positivity and self-love, promoting inclusivity and diversity in its marketing campaigns. There are different approaches followed by brands to build communities. Brands create communities around activities like yoga, fitness, or cultural events. Through yoga, brands partner with influencers and fitness enthusiasts to create a community around wellness and mindfulness. They Build communities around charismatic founders or brand ambassadors. Fashion brands make personal connection with the stories of founders and on their values, creating a personal connection with customers. Brands create communities around shared values like sustainability, inclusivity, or social responsibility. Sustainable fashion brands engage with customers who share similar values and promote eco-friendly practices. Building genuine communities is crucial for Indian fashion brands to stay ahead in the market. With consumers increasingly seeking connections centered around camaraderie and purpose, brands must shift from mere marketing buzzwords to meaningful relationships.
News18
7 days ago
- Entertainment
- News18
Gulshan Devaiah Birthday: Did You Know The Actor Worked In Fashion Industry?
Happy Birthday Gulshan Devaiah: With dreams in his eyes, Devaiah came to Mumbai in 2008 and marked his Bollywood debut with Anurag Kashyap's That Girl in Yellow Boots in 2010. Happy Birthday Gulshan Devaiah: Bollywood actor Gulshan Devaiah will be celebrating his 47th birthday on May 28. Known for his unwavering dedication, willingness to experiment, and ability to breathe life into diverse characters, the actor has carved a niche for himself by continuously pushing the bar with his film choices. From his roles ranging from a four-cut Atmaram in Guns and Gulaabs to a serious cop in Dahaad, he has always kept the audience hooked with his impeccable acting skills across different genres. The actor graduated from the National Institute of Fashion Technology (NIFT) and worked for ten years in the fashion industry. His passion for acting began with minor roles at an English theatre in Bengaluru. He honed his skills by performing in various dramas before taking the plunge into the vast world of Bollywood. With dreams in his eyes, Devaiah came to Mumbai in 2008 and marked his Bollywood debut with Anurag Kashyap's neo-noir thriller named That Girl in Yellow Boots in 2010. Now, as he turns a year older, let's go down memory lane and check some of his top web series that prove his versatility and learn more about his upcoming projects: Gulshan Devaiah Birthday: Top Web Series Guns and Gulaabs (2023): This has to be in Gulshan Devaiah's top web series repertoire. The comedy crime thriller was one of the biggest hits of the actor's career, and we can't agree more. Created and directed by Raj and DK, the series is based on the 90s world of crime and violence. The show follows three characters — an honest police officer, a reluctant kingpin and a lovelorn mechanic — who get tangled up in a major drug racket. Guns & Gulaabs also stars talented actors like Dulquer Salmaan, Adarsh Gourav, Satish Kaushik, Rajkummar Rao, Goutam Sharma, TJ Bhanu, Gourav Sharma and Sanchay Goswami in lead roles. Duranga (2022): The series is an official adaptation of the South Korean suspense melodrama TV show, Flower of Evil. Co-starring Drashti Dhami, the 9-part series is a suspense thriller with many twists and turns. The ZEE5 Original Series, directed by Pradeep Sarkar and Aijaz Khan and produced by Goldie Behl, also stars Abhijit Khandkekar, Barkha Sengupta, Rajesh Khattar, Divya Seth and Zakir Hussain. Dahaad (2023): While this gritty web series was billed as a Sonakshi Sinha show, Gulshan Devaiah was the uncrowned king in Dahaad. The film, directed by Ruchika Oberoi and Reema Kagti, is inspired by serial killer Mohan Kumar, also known as Cyanide Mohan, who preyed on women in the hopes of marrying them. In the gripping crime thriller, he aced his role as Inspector Devilal Singh, a cop who is chasing a serial killer. Dahaad also featured Vijay Varma and Sohum Shah in key roles. Bad Cop (2024): Anurag Kashyap and Gulshan Devaiah teamed up for Disney+ Hotstar's series Bad Cop. This web series is an adaptation of RTL's 2017 German show Bad Cop: Kriminell Gut. Penned by Rensil D'Silva and directed by Aditya Datt, the Indian version shows Anurag portray the role of a villain, Kazbe, while Gulshan Devaiah takes on the challenging role of Karan, an intense cop determined to arrest Kazbe. The cast also features Saurabh Sachdeva, Harleen Sethi, and Aishwarya Sushmita in pivotal roles. Afsos (2020): Another must-watch web series of the actor is Afsos. This dark comedy, written by Anirban Dasgupta, Dibya Chatterjee and Sourav Ghosh, chronicles the journey of Nakul (Gulshan Devaiah), a struggling writer. After all his attempts to die by suicide are somehow thwarted, he decides to hire an assassin to end his life. But when he realises he is nearing his death, he has a change of mind. However, the assassin has a rule: he never leaves his job undone. Gulshan Devaiah Birthday: Upcoming Projects Guns & Gulaabs Season 2: Buckle up, as the Netflix series Guns and Gulaabs is going to make a much-anticipated return soon. The makers have earlier announced the exciting news of the upcoming second season through social media platforms. Netflix shared a distinctive teaser in the platform's signature style. The clip introduced the actors reprising their roles – Rajkummar Rao as Paana Tipu, Dulquer Salmaan as Arjun Varma, Adarsh Gourav as Jugnu and Gulshan Devaiah as Cut Atmaram, along with other actors from Season 1. The Nexus: Shadows of Destiny: Next, the actor has this thriller drama in his pipeline. Starring Ishaan Khatter, Vicky Kaushal and Sharvari, the film shows how interconnected strangers' lives get intertwined through their choices and secrets, unknowingly impacting one another. It leads to unexpected revelations and narrative twists that reshape their destinies in surprising ways. The film also features Sharad Kelkar and Vijay Raaz in significant roles. Golmaal Gharana: Helmed by Amardeep Gulati, this quirky and hilarious film is about an eccentric joint family living in an ancestral haveli in Lucknow. The story, featuring Nana Patekar, Vijay Raaz and Barkha Bisht in lead roles, revolves around their madcap schemes to save their home from being taken over by a greedy builder while dealing with their hilarious misunderstandings and personal quirks. Therapy Sherapy: Gulshan also has this OTT series, Therapy Sherapy, which explores mental health and human relationships based on a nuclear family. The Palak Bhambri show features an ensemble cast including Neha Dhupia, Gulshan Devaiah, Manoj Pahwa and others. First Published:
Fashion Value Chain
26-05-2025
- Business
- Fashion Value Chain
Lipsticks Redefining India's Beauty Standards
Arya Prameh, Fashion Management Scholar, National Institute of Fashion Technology, Daman Dr Vidhu Sekhar P, Assistant Professor, Department of Fashion Management Studies, National Institute of Fashion Technology, Daman The Indian beauty market is experiencing a significant shift toward inclusivity, as consumers increasingly demand products that cater to the full spectrum of skin tones, undertones, and gender identities. Social media and pop culture have amplified conversations around colour theory and undertones, empowering consumers to seek out brands that acknowledge and celebrate diversity rather than perpetuate one size fits all solutions. This has led to a rise in gender neutral campaigns and product portfolios, with brands recognizing the need to move beyond traditional beauty standards and include men, non-binary, and transgender individuals as well. Consumers are now vocal about their expectations, pushing brands to be more exclusive in their offerings and transparent in their marketing, especially regarding the representation of real, unfiltered beauty. FAE Beauty, founded by Karishma Kevalramani, seized this opportunity and built its brand ethos around inclusivity and authenticity. Recognizing that nearly 27% of the Indian market, primarily those with brown to dark brown skin tones, had been neglected by mainstream cosmetics, FAE Beauty developed products specifically formulated for Indian skin, with shades and undertones that resonate with the country's diverse population. The brand's commitment to inclusivity is reflected in its strict no Photoshop policy, ensuring that all images are unedited and that consumers see products as they truly are, free from unrealistic beauty standards. By listening closely to customer feedback and prioritizing their needs, FAE Beauty has cultivated a loyal community that feels seen and represented in the beauty space. Looking ahead, sustainability is poised to play a transformative role in the future of the lipstick market. As Gen Z and other environmentally conscious consumers increasingly prioritize eco-friendly choices, brands are being called upon to innovate in both packaging and formulation. Sustainable packaging, using biodegradable, refillable, or recyclable materials, can significantly reduce environmental impact by minimizing waste and lowering carbon emissions. At the same time, clean and responsible formulations are becoming more important, aligning with the broader movement toward planet friendly beauty products. In this evolving landscape, brands that champion both inclusivity and sustainability are likely to lead the next wave of growth in India's beauty industry.
The Hindu
23-05-2025
- Business
- The Hindu
Hindostan Archive Revives Suf, Kharek & Rabari Embroidery in Contemporary Indian Fashion
It is not often that the dream to start one's own venture, when still in college, comes true. For college mates-turned-business partners Shaoni Ray and Sahil Meenia, it is quite the opposite. While studying at National Institute of Fashion Technology, New Delhi, the duo found themselves interning in Kolkata (at Shaoni's mother's boutique, Warp and Weft) alongside kantha artisans. 'We realised the potential of blending traditional techniques with modern design. With no formal plan or resources, we launched a menswear brand on Instagram, and created a 30-piece collection during the internship,' says Shaoni, 24, brand director. Weeks of brainstorming led to the name Hindostan Archive, a tribute to the 'subcontinent's pre-Partition unity before and during British rule in India'. With Sahil's roots tracing back to Pakistan, and Shaoni's to Bangladesh, the duo wanted to reclaim that sense of unity and explore the interconnected textile legacies of India, Pakistan, and Bangladesh. 'I realised there was a dearth in handmade, designer wear, especially in the West. Trends are changing today with men experimenting with colours and cuts. I wanted to bank on India's craft heritage, and using my artisan contacts, I cut out the middlemen,' says Sahil, 24, the brand's creative director. When the designers visited Shaoni's ancestral village Gangarampur, West Bengal, near the Indo-Bangladesh border, they shot their first collection . 'In my family home, we found old kantha blankets handcrafted by my great-grandmother before the Partition. She had meticulously stitched together scraps of beautiful silk fabrics to create the quilts. We had been working with artisans in Shantiniketan, but discovering the blankets blew us away,' says Shaoni, adding that the blankets looked similar to Japanese boro stitching, which also promotes mending. They brought one of these heirloom blankets back to Kolkata, which was the seed for Hindostan Archive. 'Recognising the parallels between kantha and boro, we envisioned transforming this traditional craft into something modern. This led to the creation of our first silk patchwork kantha jacket. Sahil further enhanced the design by lining it with my mother's checked pure silk sari that she hand-painted,' she says of the brand's first design that was eventually acquired by a private textile collector. The designers are now out with their latest collection, Indian Summers, that draws from 'the fleeting beauty of a late summer'. Forgotten crafts and rare techniques from Gujarat such as pakko, Rabari and suf embroidery, Bhujodi weaving, and kharek, have been reimagined onto airy silk shirts, oversized denim jackets, and tailored kurtas. 'It's about honoring India's craft legacy while making it relatable today,' says Sahil, of the range in summery shades of turmeric yellow, indigo, burnt orange, and moss green. 'Standout pieces that we are proud of include a black denim jacket dyed naturally with iron rust, adorned with silver ghungroos along the seams, and a bandhani ceremonial shirt inspired by Gujarati bridal wear, layered with hues of red, white, and yellow. We also used organic kala cotton, khadi, and mashru silk, ensuring every piece is handmade with care, some taking weeks to complete.' He further says that they work with crafts rooted in India's diverse regional clusters such as Kashmir's pashmina weaving, Rajasthan's dabu, Bengal's kantha, etc. 'Each collection highlights a mix of well-known crafts (like ajrakh) and lesser-documented ones (like Rabari patchwork or kharek), ensuring we balance awareness with discovery. In Indian Summers, we paired Gujarat's Bhujodi weaves featuring motifs like popati (triangle) and chaumukh (a four-sided pattern) to create a dialogue between pastoral storytelling and contemporary design, he says, explaining how techniques are never altered, but their application is reimagined. Organic and handwoven fabrics such as kala cotton, khadi, pashmina, natural dyed denim, silk, and linen are used, alongside natural dyes derived from turmeric, myrobalan, pomegranate rind, mud, and indigo. 'All textile waste is repurposed, think upcycled linings, stuffed accessories, or patchwork totes, to minimise landfill contribution. We focus on creating timeless, durable pieces designed to outlast trends, because sustainability starts with consuming less,' says Shaoni. While Hindostan Archive is a menswear label, over time, their androgynous silhouettes of jackets, relaxed trousers, and oversized shirts found takers among women too. 'This organic shift led us to consciously label these pieces as unisex to reflect their universal appeal,' says Shaoni, adding that they will launch their first dedicated womenswear collection in A/W 2025. The duo is now exploring textiles in India's northeastern regions and collaborating with local artisans to reinterpret traditional techniques like backstrap loom weaving and natural dyeing. 'Our upcoming collections will spotlight these textiles across various categories, including knitwear, cardigans, denim, and womenswear. We're also developing a line of accessories. To us, heritage isn't just stored in museums; it stays alive when people wear it, share it, and keep its stories alive,' concludes Shaoni. Upwards of ₹5,000 on
The Hindu
20-05-2025
- Business
- The Hindu
Wholebrew, a take-away spot for cold and hot brews in Thiruvananthapuram
Jostling for space in a 10x9 room near Sasthamangalam junction in Thiruvananthapuram is an espresso machine, grinder, freezer-cum-cooler, cylinder, stoves, utensils, packaging material…This is from where Athulya JR runs Wholebrew, a take-away spot for coffee and toast. The talking point of the place has been its round hatch window to serve orders and a service bell hung outside. 'The service window was an experiment and people liked it. The bell was kept to pique everyone's curiosity,' Athulya says. Athulya says that the idea has been brewing in her mind for a while; even when she was working after completing her course in User Interface (UI) and User Experience Design from the National Institute of Fashion Technology, Kannur. 'Although I got a job soon after I passed out, I always wanted to start something on my own. I was also unhappy with the atmosphere at my workplace, especially navigating office politics. The situation was no different even after I moved to Dubai. It was difficult to work in a male-dominated environment. The pandemic saw many employees being laid off, most of whom were women. That was the last straw. I quit and came home,' she says. While on a one-year break at her home at Mangattukadavu in Thiruvananthapuram, Athulya had decided that she would not work under anyone. Realising that coffee culture was gaining ground in Thiruvananthapuram, she decided to cash in on that. Coffee is her 'cup of tea' , especially cold coffee. 'I enjoyed the basic cold coffee and was never into the premium, high-end varieties from big brands.' Athulya, 28, adds that although she wanted to spend some time on the idea she could not because the space came up for grabs suddenly. 'I didn't want to let it go. I invested whatever money I had and opened it,' she says. She opted for the take-away concept because that seemed the viable option with the space available. 'Also, there are many who love their coffee on the go. I wanted to put up a big espresso machine and other equipment. But, right now, this is enough and people have accepted us as well.' Athulya manages the shop alone, except on certain days when one of her friends chips in. The menu has 10 varieties of cold coffee, including iced latte, Americano and cappuccino, fluffy Dalgona, caramel macchiato, Nutella coffee, vanilla frappe etc, priced from ₹80 onwards. Then there are hot coffees such as latte, Americano, cappuccino and mocha besides a healthy smoothie. While there is a fixed menu, specials are served occasionally. The toast varieties such as honey toast, Nutella with banana, and chocolate, coffee and Nutella options with ice cream (₹60 onwards) have many fans. 'I wanted to have pancakes and waffles on the menu. But since I manage everything alone, I found toast to be the best option,' she says. Latest addition on the list is egg and cheese sandwich. Wholebrew is open 3.30pm to 11 pm, Monday to Friday, and from 11am to 11pm on Saturdays. Contact: 7994996956
