Going ‘desi’ in style!
Desi Belle was the talking point at the 58th NGF. What do you think was the reason behind this—was it the aesthetic décor, the collections on display, or both? Having an eye for detail is very important. The garments on display as well as the ambience complemented each other very well. You had launched your brand at an earlier edition of the NGF, how has this helped you? We have got quite a few enquiries from our buyers and it has also helped us in creating a buzz in the market about our brand, Desi Belle. What do you think is the advantage a brand can draw by participating at the NGF? The NGF is the right platform to reach out to the industry and apart from increasing brand visibility, actual transactions are also conducted at the Fair. Along with the latest trends, Desi Belle follows regional preferences too. How do you think does this help in spreading the reach of the brand across India? We are all aware of India’s diverse culture; hence the challenge of appealing to regional tastes is met by crafting garments that are attractive to them. While there is a trend of 50% EOSS in most markets, here is a market where Makar Sankranti is a bigger festival than Diwali and the customer in the South says that he doesn’t want discounts, which is the beauty of regional catering.
Desi Belle was one of the most talked about brands at the recently concluded 58th National Garment Fair. Kashmira Mirza and
Namrata D’souza speak to Sharmila Nadkarni, Founder & MD, Desi Belle, to find out the secret behind the popularity of this brand.
THERE IS A GAP IN THE APPAREL INDUSTRY THAT WE AT DESI BELLE INTEND TO FILL THROUGH
OUR INDO-WESTERN CONCEPTS.
What is your take on graphic prints trending this season? Fashion is all about colour. Whether it is African prints or graphics or any other prints, if you have created the correct colour story, you have won the battle. With Future Group investing with Desi Belle, do you think it will provide a further boost to your brand? Yes, of course! Since it’s a strategic partnership, we are in a fantastic position to create the fusion of art and science, in which, the art will come from us (since we are a start-up) while science will come in from the Future Group. Is Desi Belle all set to take the retail sector by storm? This step forward is imminent and we are only too happy to make this leap. What trends do you foresee for the coming season? Sharper graphics, ombre dyeing, exaggerated deco and monochrome prints are the keywords here. Bold and beautiful colours, casual and sensual styles and affordable fashion in high quality materials are going to be trending in the coming season. What is your forecast for the apparel industry, on the whole? India is on the cusp of growth, with its population becoming younger and younger. The apparel industry is in a very exciting phase; the consumer has evolved and is more updated on fashion due to international exposure. We are very bullish and at ‘Desi Belle,’ we know that there is a gap in the industry which we intend to fill through our Indo-western concepts.