Jut­tis That Pro­voke El­e­gance

Shoes & Accessories - - Contents -

We’ve had a never-end­ing love af­fair with the In­dian Jutti. Our ini­tial years were spent in the heart of Pun­jab, and we al­ways adored the Jut­tis our mother used to buy from the streets of Am­rit­sar.

In De­cem­ber 2014, Neha was about to get mar­ried. It was the first wed­ding in our fam­ily, so we were nat­u­rally very ex­cited about the prepa­ra­tions. As ev­ery­one knows, the Big In­dian Wed­ding is all about grandeur, and clothes play a huge role in that.

Nat­u­rally in­clined to­wards de­sign­ing and dress­mak­ing right from child­hood, the three of us then cre­ated and de­signed all our out­fits from scratch, and brought our sis­ter’s dream wed­ding out­fit to life.

When we re­ceived in­nu­mer­able com­pli­ments through­out the wed­ding for our clothes and shoes, that’s when it hit us: First, we ab­so­lutely loved and en­joyed de­sign­ing the clothes and Jut­tis all on our own, and, sec­ond, there’s a huge, va­cant mar­ket in Ban­ga­lore and other South In­dian cities for qual­ity de­signer eth­nic wear which is also af­ford­able. We went about do­ing our re­search and in July 2015, Pas­tels & Pop de­buted with its first ever Jutti col­lec­tion.

many amaz­ing women sport our de­signs. It is truly hum­bling to be a part of such a vi­brant com­mu­nity which loves and re­spects the Great In­dian Jutti.

Prod­uct port­fo­lio Our flag­ship prod­uct is the Pas­tels and Pop hand­crafted Jutti. We had 10 de­signs when we launched, and now the cat­a­log has grown to 120 unique de­signs, which cov­ers a wide range of tar­get au­di­ences and de­sign styles. We have jut­tis for ev­ery oc­ca­sion - work, party or wed­dings. In 2017, we also launched kids jut­tis and our first cloth­ing col­lec­tion.

Brand’s re­tail pres­ence When we started off, we were tak­ing or­ders over What­sapp or email. We launched our on­line store in Jan 2016 and since then we have re­ceived as much love and ap­pre­ci­a­tion from women all over the world. Along with our on­line store www. pas­tel­sand­pop.com, we now also re­tail at Aashni and Co, Per­nias Pop Up Shop, Tren­d­roots, Col­lage Shop(ban­ga­lore) and Amethyst(chen­nai). New mar­kets and trend While we are en­joy­ing the love and ap­pre­ci­a­tion from women all over the world, we get so many mes­sages from men who are in the mar­ket for au­then­tic Mo­jris over and above the generic de­signs that you find ev­ery­where. We are plan­ning some­thing ex­cit­ing to ex­plore this space.

In five years Our im­me­di­ate goal is to be­come the lead­ing la­bel for hand­crafted de­signer Jut­tis for women, kids, and men. Also, in par­al­lel, our team is also work­ing on in­creas­ing our foothold, par­tic­u­larly open­ing stores across the coun­try.

The footwear mar­ket When we launched Pas­tels and Pop more than 3 years ago, all our prod­ucts were warmly em­braced by our clien­tele, many of whom were buy­ing their first pair of Jut­tis. And 3 years on, we see that there are still many peo­ple across the coun­try who are un­aware of this ver­sa­tile footwear.

Like in any other in­dus­try, we feel that the key to suc­ceed in this busi­ness is to en­sure a gen­uinely heart­warm­ing cus­tomer ex­pe­ri­ence, while also keep­ing them hooked with in­no­va­tive de­signs that is in line with the com­pany’s ethos.

How would you de­fine the brand’s DNA, and how dif­fer­ent is it from some of the ma­jor Swiss brands?

Lu­mi­nox is a brand for ad­ven­ture lov­ing in­di­vid­u­als who are very se­ri­ous about the pas­sion they pur­sue. It is a pro­fes­sional watch for sports like div­ing, ski­ing, trekking, moun­taineer­ing, mo­tor­cy­cling, spar­tan chal­lenge and other sports, which re­quires rugged con­struc­tion that can be used in de­mand­ing sit­u­a­tions. The unique­ness about Lu­mi­nox is the Light Tech­nol­ogy that al­lows it to have a con­stant vis­i­bil­ity in dark­ness for upto 25 years. This is be­cause Lu­mi­nox uses tubes filled with tri­tium gas that is self - com­bust­ing and there­fore does not de­pend on ex­ter­nal power sources to emit light.

High­light some of the fac­tors that mo­ti­vated you to en­ter the In­dian mar­ket.

The In­dian con­sumer is mov­ing to­wards ad­ven­ture sports and their choice of good watches is lim­ited. Cer­tainly no ex­ist­ing brand has the night vi­sion ca­pa­bil­ity of Lu­mi­nox. It is the best in class.

Give us an overview of the prod­uct port­fo­lio you have launched in In­dia, and which of them are the top per­form­ers?

The prod­uct port­fo­lio con­sists of en­try level quartz time­pieces that have ba­sic func­tions and move to the more ad­vanced diver series that can with­stand pres­sure upto with 300 mtr depth.

What are some of the chal­lenges a brand like Lu­mi­nox en­coun­ters in In­dia?

The big­gest chal­lenge is to com­mu­ni­cate the dif­fer­ence between su­per­nova glow­ing ma­te­ri­als and the Lu­mi­nox Light Tech­nol­ogy. If this is un­der­stood, con­sumers are con­vinced about the dis­tinct ad­van­tages this brand of­fers.

Give us an overview of the In­dian watch mar­ket, and how much growth do you ex­pect?

In­dia is a huge mar­ket and with the ex­cel­lent op­por­tu­ni­ties it pro­vides to young and dy­namic peo­ple, the mar­ket is grow­ing year on year. It’s dif­fi­cult to es­ti­mate the size in real num­bers since the ref­er­ence points are con­stantly chang­ing and so are the con­sumer pref­er­ences. Brands need to work to­wards con­tin­u­ously re­main­ing rel­e­vant. For this they need to re­view de­signs and tar­get au­di­ence.

Kindly dis­cuss brand’s re­tail strat­egy for In­dia, does it have any plan to launch a stand­alone out­let?

The re­tail strat­egy will be to reach out to young ad­ven­ture lov­ing peo­ple in all age groups - male and fe­male. It could cer­tainly have a stand alone store af­ter a few years.

What mea­sures would you like to see to over­come some of the chal­lenges in the In­dian mar­ket?

Chal­lenges are part of brand build­ing so brands have to as­sess the chal­lenge and take mea­sures to counter them. This is an on­go­ing process that brand man­agers have ac­cepted. But this is a re­ac­tive process and likely to cause a lot of in­ter­nal tur­moil. The only way to over­come this is to ac­tu­ally “be the change” thereby cre­at­ing the chal­lenge. That is what Lu­mi­nox is do­ing in In­dia.

What’s the brand’s growth pro­jec­tion for the next 5 years?

The brand will dou­ble its sales year on year for the next 5 years.

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