Business of Fashion - - Contents Fashion Business - By Namita Bha­gat

How and when did the idea of Paris­era come into be­ing?

Vin­utha Subra­ma­niam (VS):

Paris­era is an on­line re­tail store for lux­ury hand­wo­ven saris. Paris­era means ‘en­vi­ron­ment’ in San­skrit, and hence our com­mit­ment to hand­loom craft, prove­nance and iden­tity. We are con­cerned not merely with the ‘what’ of beau­ti­ful things, but also the ‘how’, the ‘where’ and the ‘why’. Weaving is the sec­ond largest em­ployer and we be­lieve that any­thing can be done for the weaving com­mu­nity only by en­sur­ing a busi­ness de­mand which is sus­tain­ing and strong. This can be done by el­e­vat­ing their craft to

Hand­crafted sa­ree has beauty, el­e­gance and charm of its own, and while the age-old craft has some­how sur­vived the era of mech­a­niza­tion, it needs the res­ur­rec­tion to pros­per like be­fore. On­line re­tailer Paris­era, founded in 2014, is do­ing its bit by el­e­vat­ing this unique craft to lux­ury, as it believes this can help cre­ate a sus­tain­able and strong busi­ness de­mand for it. In a can­did chat with Im­ages BoF, Vin­utha Subra­ma­niam, Di­rec­tor and CEO, Paris­era, dis­cusses their busi­ness idea, its mar­ket po­ten­tial and more. “We as­pire to be a “Chanel” or “Ar­mani” of sa­rees,” says she.

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