Go­ing ‘desi’ in style!

Apparel - - Contents -

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.



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.

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