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

Shoes & Accessories - - Contents -

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.”

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