BRAND LAUNCH

Business of Fashion - - Contents -

PARVATI FABRICS

The com­pany ven­tures into re­tail with launch of con­tem­po­rary cloth­ing line ‘Raisin’.

Parvati Fabrics Ltd., are well-known as lead­ers in man­u­fac­tur­ing and trad­ing across In­dia as well as ex­port­ing high qual­ity fabrics and de­signer women’s wear to var­i­ous coun­tries all over the world. Af­ter suc­cess­fully func­tion­ing for over 30 years, they de­cided to chal­lenge their in­no­va­tion and launch Raisin – a con­tem­po­rary cloth­ing line for the mod­ern In­dian women.

Their aim be­hind the launch is to keep up with trends and cre­ate a range of ap­parel that suc­cess­fully re­flects the essence of a mod­ern wo­man. Keep­ing this in mind, their over­ar­ch­ing ob­jec­tive is to give the con­sumer a chance to con­nect with the man­u­fac­turer. With Parvati Fabrics Ltd., pro­vid­ing a strong back­bone, Raisin fear­lessly ven­tured into the fash­ion re­tail space, rep­re­sent­ing a per­fect blend of In­dian cul­ture and mod­ern in­flu­ences.

One of Raisin’s vi­sions is also to po­si­tion it­self as a brand that pro­vides mod­ern women con­tem­po­rary fu­sion wear that is not only ex­cep­tion­ally com­fort­able, but also stylish! The cloth­ing line comes in a va­ri­ety of styles in­clud­ing dresses, kur­tas, tu­nics and more – mak­ing Raisin an ideal choice for the women of to­day.

The women’s wear seg­ment con­trib­utes 38 per­cent to the to­tal ap­parel mar­ket in In­dia. With an in­crease in the num­ber of work­ing women in our coun­try, the pur­chas­ing power that In­dian women pos­sess to­day

has in­creased too; mak­ing the women’s ap­parel mar­ket one of the fastest mov­ing seg­ments in In­dia.

Un­der­stand­ing the needs of to­day’s women in terms of ac­ces­si­bil­ity and stay­ing up­dated with the lat­est fash­ion trends while still pro­vid­ing ex­treme com­fort, Raisin wants to be a rel­e­vant force in the women’s re­tail mar­ket. Raisin’s tar­get au­di­ence com­prises women aged from 18 to 45. Thus the wide range in the launch col­lec­tion, gives dif­fer­ent per­son­al­i­ties and styles an ar­ray of choices to ex­press their in­di­vid­ual sense of fash­ion.

Vikash and Vishal Parcheri­wal are the co-founders of Raisin – a con­tem­po­rary cloth­ing line for the mod­ern In­dian wo­man and Man­ag­ing Di­rec­tors of Parvati Fabrics Ltd. Both the broth­ers grew up in a busi­ness-run­ning house­hold and learned the tricks of the trade at a very young age. From work­ing hard in the man­u­fac­tur­ing unit to mak­ing suc­cess­ful deals as man­ag­ing di­rec­tors, they have come a long way. With 30 years of busi­ness ex­pe­ri­ence in man­u­fac­tur­ing a wide range of pre­mium fabric qual­i­ties un­der their belt, they are all set to con­quer the re­tail mar­ket with the launch of Raisin.

One of their main ob­jec­tives with the launch of the brand is con­nect­ing the con­sumer with the man­u­fac­turer so that there’s greater trans­parency in the mak­ing of the gar­ments in ad­di­tion to pro­vid­ing greater qual­ity and price.

“Our vi­sion was to cre­ate a brand that sus­tains for decades and is known to pro­vide com­fort­able fash­ion to to­day’s mod­ern women. The main chal­lenge was to cre­ate prod­ucts that were af­ford­able for our tar­get au­di­ences with­out com­pro­mis­ing on qual­ity and com­fort. To­day, even though the lat­est fash­ion is eas­ily ac­ces­si­ble to con­sumers on­line, we wanted to give con­sumers a chance where they can phys­i­cally view trends on­line and then make an in­formed pur­chase de­ci­sion. Most brands are avail­able through the medi­ums of MBOs and EBOs only; Raisin wants to reach a larger au­di­ence through its SIS re­tail model. We’ve care­fully cre­ated prod­ucts that are not only af­ford­able, but also high in qual­ity and com­fort and we’re hop­ing the mar­ket will em­brace it!” said

Vikash and Vishal Pacheri­wal in a joint state­ment.

De­but­ing with the Au­tumn Win­ter col­lec­tion this year, Raisin will of­fer a choice of pat­terns and trends across mul­ti­ple styles with­out rep­e­ti­tion or sim­i­lar­i­ties within the col­lec­tion. The fash­ion line in ev­ery col­lec­tion by Raisin will change ac­cord­ing to the In­dian sea­sons. Each sea­son, a colour palette will be adopted and that will serve as in­spi­ra­tion for the en­tire col­lec­tion. This will en­sure sustenance and en­dow to­day’s mod­ern wo­man with com­fort­able fash­ion for years to come.

The en­tire col­lec­tion will be avail­able on Raisin’s of­fi­cial e-com­merce web­site, Ama­zon, Jabong, Myn­tra and Ajio. The cloth­ing line will launch in Ahmed­abad, Mum­bai, Delhi, Kolkata, Su­rat, Lucknow, Chandigarh, Ra­jkot, Ghaziabad, Meerut, Muzaf­far­na­gar, Mu­rad­abad, Dehradun, Sa­ha­ran­pur, Bareily, Anand, Nadiad, Gu­ru­gram, Ja­land­har, Lud­hi­ana and dur­ing the first phase, in Jammu. The price will range be­tween `749-`4,999. Even­tu­ally, Raisin wants to launch a min­i­mum of 150 EBOs within a span of 3 years af­ter the launch.

“Our vi­sion was to cre­ate a brand that sus­tains for decades and is known to pro­vide com­fort­able fash­ion to to­day’s mod­ern women. We’ve care­fully cre­ated prod­ucts that are not only af­ford­able, but also high in qual­ity and com­fort” – Vikash & Vishal Parcheri­wal, Co-Founders, Raisin

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