Designer Speaks | Anuradha Raman
Designer Anuradha Raman hasn’t just made her mark on the fashion world, she’s a woman who is using her style and creativity for good. Anuradha always dreamt of becoming a fashion designer and her hard work has paid off, leading to the foundation of her se
Passion For Fashion
Built on a high-level of quality, Indian craftsmanship, and femininity, her collections offer sophisticated and unique choices for consumers. Anuradha started the journey back in 2003, from her home in Munirka. Her passion for fashion and textiles have helped her map her way to the store she owns in the capital. She shares her sartorial life with Dipika Chopra to give a glimpse into her collection of this season…
How does your brand differentiate from its competition?
Ever since I set my foot in the fashion and textile industry, I have stood by my motto to combine the beauty of traditional with the edginess of the contemporary. The synthesis of the two remains my focal point.
What is your product strategy?
I design the attires considering Indian traditions, occasions and outings. Not just design, the attires are tailored to have the perfect cuts and created in accordance with Indian stature and complexion.
Who is your target audience?
My target audience remains anybody who is enamoured by this synthesis of traditional and contemporary. Whether one is a socialite, professional or somebody who has a nerve to go for out of ordinary in their college.
What is the brand’s positioning against other foreign brands?
Colours forms a major part of my work. I concentrate on unique prints, embroidery, mirror work, embellishments and borders. All these elements are combined together with rainbow of colours to produce works of art. I put them together in my own way, just like in a painting. I put layers and layers of paint till I achieve what I want. I use my colours, weaves, embroideries and prints in such a way that it looks like textile art.
Region-wise, which is the biggest market?
North India is a major market specifically Delhi, NCR. Other than that, Calcutta, Hyderabad, Bangalore, Pune and Ahmedabad also form conspicuous market owing to the conformity between my collection, the fabric I choose and preference in these regions.
What’s your emphasis been upon- craftsmanship or innovation? Yours thoughts on using Indian fabrics through bags and jewellery ?
Craftsmanship and innovation both are indispensable pillars. I work with different fabrics such as ikkat, kaantha, tussar, silk and hand-woven cotton. I am zesty about keeping the traditional crafts alive for the next generation. Our Indian fabric is a thing of beauty and utility, why should not we thrive to keep them alive!
“Accessories industry in India is developing rapidly. Textile Industry holds crucial position in the country in terms of maintaining sustained growth for improving quality of life.”