Fashion Value Chain- July-August 2022

2022
TRENDS TO EYE ON IN
01
ISSUE
B I M O N T H L Y
F A S H I O N M A G A Z I N E
July-August 2022 | Volume 1
The story of
Navyasa
RENTALS AND THRIFTING
A start up to
stand out
www.fashionvaluechain.com
FUTURE OF FASHION
By Meher Castelino
In Conversation With
EDUCATIONIST: Ms. Raju Bhatia
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COVER STORY
Rentals and Thrifting: A sustainable solution to fashion
BRAND STORY
The story of Navyasa by Aditya Birla Group
The Command of Fashion Over the World
STUDENT'S CORNER
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INTERVIEWS
The Future of Fashion with Meher Castelino
In conversation with Educationist Raju Bhatia
START-UPS
A Startup to Standout: Rajvi Mehta
Jisora Clothing combines elegance with comfort: Mehul Sethi
A journey of a Fashion Designer: Sheetal Jadhav
Make in India to Make it in India: Kshipra Gadey
Cloth Haus apparels match global standards: Aditya Agarwal
A unique convertible and reversible brand Twee in One: Niti Singhal
Trends in 2022
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RENTALS AND THRIFTINGS:
A s u s t a i n a b l e
s o l u t i o n t o f a s h i o n
Recently designers, manufacturers and stylists have
started producing sustainable textiles for the same, but
people did not get much variation and satisfaction for
their fashion. Rentals or thrifting are making that easier
where the consumers are fully going into the fashion
and making a statement, also on the other hand
sustainability is taken care of where the garments can
be re-worn by the other people also; either by taking
on rent or selling it at a lower price then they bought
and shift it to others for their fashion needs.
2022
P
eople want to go all over the place
through their own fashion and which
leads them to unnecessary buying which
has a lot of impact on the ecosystem of the
world.
C
O
V
E
R
S
T
O
R
Y
Story By:
Ms. Dhara Padia
4

The 1st Journal
By Estelle Darcy
24 September, 2014
There are many issues arising from the
ever-growing fast fashion industry.
Fashion rental could help reduce the
environmental burdens of the fashion
industry and improve accessibility among
society to sustainable fashion. It works by
rotation, for example, is a peer-to-peer
service, so private lenders and renters
manage the process themselves, either
posting or meeting up to exchange items,
and taking care of the cleaning (under
brand guidelines) with no interference
Rental fashion
William has quoted that “ Waste isn’t waste
until we waste it”. This quote goes very well
with sustainability. Sustainable fashion is an
all-inclusive term describing products,
processes, activities, and actors
(policymakers, brands, consumers) aiming to
achieve a carbon-neutral fashion industry,
built on equality, social justice, animal
welfare, and ecological integrity.
Sustainable fashion reduces your carbon
footprint. Sustainable brands on the other
side more often use materials from natural
or recycled fabrics that require significantly
less to no chemical treatment, less of water,
less energy and no fertilizers or pesticides to
grow. Unlike ethical fashion, the term
“sustainable fashion” tends to concentrate
more on the environmental aspect of
production. While it does not centre as
much on workers' well-being as ethical
fashion, it does examine how the fashion
threatens human health in an environmental.
5
Also you have the surety that you are not
going to be made to wear the same
garment again. Rental fashion also allows
you to feel the lavish lifestyle by carrying
the product on yourself Also the very
important factor, that it helps in protecting
Environment. There are a lot of carbon
emissions emitted while manufacturing,
dyeing, printing and finishing the fabrics.
Rental fashion helps less usages of the raw
materials and buying individual products,
which further helps in less carbon
emissions. Also people will shop less which
will further decrease the waste level of the
products bought. But there are some
disadvantages as well; as you do not own
the product and everytime you rent a
product, you have to pay for the expenses.
– unless there’s a problem – from the
business. Rental fashion has been proven
to give pocket friendly pricing. Choosing
rental shopping also gives customers
more varieties in a limited budget hence
meeting the fashion needs. Renting also
saves your closet space as you do not
own the product.
Customers also have to take care of the
dates, delays, cancellations, returns,
tempering of the product, etc. There are
many rental brands for fashion which have
taken over the consumer buying prefer-
ences specially for their special occasions
which has been observed to be beneficial
for both the buyer and the seller. Some of
these brand have really taken over the
market as per their target consumers.

Rent it BAE says that, “We believe every
woman has a right to look good- at all
times you may not be a celebrity so what?
You sure can dress like one! At Rent it bae,
we take great joy in helping you reinvent
your closet. From now on, you will never
have to repeat clothes!”
Date the Ramp is another rental clothing
and accessories shop which provides
celeb style fashion on rentals to revamp
the customers and feel the life lived by a
celebrity.
Some of them are reviewed in the article
Popin Designer provides Wedding dress on
hire to the customers who want to look
great in wedding functions and parties,
but a designer dress seems unaffordable
to many people. They provide quality
wedding & party wear clothes for Men and
Women from Mumbai that fits directly into
the budget of every client.
6
Pernia's Pop up Shop is the ultimate
fashion designer website with premium
brands curated under one platform.
Curating over 200 designers from all over
India, Pernia's Pop-Up Shop is the one-
stop address for all your wardrobe needs
ranging from Indian designer clothes
online to accessories online. From
Designer Ethnic Clothing to indo-western
to Designer Contemporary wear, Pernia's
Pop-Up Shop has everything to suit one's
personal style and preferences whether it
is a casual, formal, semi-formal occasion.
It can take months and even years for the
materials to fully break down in landfills!
By choosing to buy secondhand clothing
instead of brand new, you reduce waste
and help the planet. In this way, thrift
shopping is the ultimate way to live out
the “reduce, reuse, recycle” motto!
Thrifting has gained a lot of pull recently,
populating many peoples' wardrobes
with secondhand clothing.
Thrifting
Thrifting for clothing has been around for a
long time as an easy way to get access to
clothes that people no longer need for
considerably cheaper than they originally
sold at stores.
Thrifting is one of the easy ways to go green
and reduce wastage. Thrifting can also help
oneself to own a self curated kind of
wardrobe with good quality low priced
products. Also it is beneficial to people since
one time used products or now not liking the
product can be sold and saved. Thrifting also
gives a new approach to one's waste as a
new product which is bought by a buyer.
Thrift shopping is advantageous for the
environment because it keeps clothes out of
landfills, reduces carbon and chemical
pollution caused by clothing production, and
lowers water consumption. Some of the
disadvantages of thrifting include the long
time it takes to sort through the many, often
unorganised clothing items. Often the
products have no warranty and no return
policy. There are some brands who have
successfully gained consumers attention for
the concept of thrifting and sustainability.
Few of them are explored in this article.
Stylflip says, “A social platform to sell, shop
and flaunt your branded pre-owned fashion
For fashionable women who have closets full
and yet nothing to wear, StylFlip is a social
platform to sell, shop and flaunt their
branded pre-owned fashion” Bodements is
the recent thrift store, which have started to
bring the concept of slow fashion and
responsible ethical consumer practices. They
recently expanded to India and stock
upcycle clothes that are handpicked from all
over the world to find a home in your
wardrobes. Bombay Closet Cleanse is a
women-run, pre-loved thrift store that has
our heart with gorgeous bodysuits, Skirts,
crop tops and more that scream fashion
statements. They also run campaigns where
they donate a lot of what they earn to NGOs
in need.

The 1st Journal
By Estelle Darcy
24 September, 2014
7
SI thought India probably needs it and we
would be better to be the first player in the
Indian market as it is a growing industry
and it will grow. That's the research report
that we got.
How are Consumers approaching
thrifting?
The consumers are fantastic in the TG age
group that we are looking at because this
age is a part of our research focused on,
what's the age group and why are they
likely to get into thrifting and it went up till
32 age group. This age group is the
potential age group as they are very
conscious about the brand, this age is that
is all buying online this age grp also
obviously doesn't have deep pockets as
they are in college or are early in jobs and
most importantly this age group does not
have any hangover about the preowned
clothing which the previous generation has.
This generation is very open-minded, it's all
about being cool to them Instagram
generation is ready to look good they keep
an eye on fashion. They ticked all the boxes
for us and we are systematically reaching
out to them but being a small company
there is only so much that we can do from
a marketing budget perspective but we
have a 38% repeat customer ratio and we
are very happy about that. It shows that
people who get into thrifting are gonna
stay with it as they believe in the concept
they are getting the product.
How did you start a thrift store?
I myself have been in the fashion and
sustainability space for 20 odd years, and I
have worked in this space globally so I
understand the thrifting concept from the
international perspective and the
sustainability-related solutions that come
around with thrifting, so I have been
watching it very closely in the western world
first as a brick and mortar option and then as
an online option in recent years.
The Local Thrift is one of the stores selling
absolutely everything from fashion, books,
clothes and home decor, The Local Thrift
Shop should be your go-to option to shop on
the cheap and also reduce your carbon
footprint in the wider scheme of things.
Nohar Nath the founder and CEO of Kiabza
spoke to us about the structure of the brand
and how Kiabza is making thrifting Cool
Curated Findings revolve around the 5 R’s -
Rewear, Recreate, Recycle, Repair, Re-love,
Curated Findings is an online thrift and
consignment store with an aim to curate
hand-picked thrift and rare items to provide
an affordable yet sustainable alternative to
fast fashion.
Kiabza is a unique marketplace for people
to buy and sell branded authentic & hand-
picked pre-owned fashion. Kiabza is an
online platform for the Sellers, to consign
their pre-owned branded clothing and earn
easy cash for their products; for the Buyers,
to buy the best brands at a great price and
look their absolute best.
o I just thought that it would be nice to
research and see that this thing can work in
India and we commissioned the research
agency to do that about 4 years ago and
they came up with the report suggesting yes,
probably slightly early for India but India will
get there in a couple of years and that is
why we decided to go ahead.
Kiabza is collaborating with Budding
designers and making a niche in
Refashioned garments, please
elaborate on this concept?
When we got into this business it was
purely about thrifting , so the products that
won't meet our quality standards because
we are not a c2c platform. 3 key segments
that emerged through our research that
was quality, authenticity, and hygiene.

These were the 3 areas in which the research
report showed people need to build
confidence. We are not c2c platform so we
are not going to get any confidence in that
because we couldn't control any of that, in
order to control them we built this platform
where we can curate the products. So the
product comes to us and we put them
through these 3 processes and then we
upload them once they meet our curation
team standard requirements and the
products that don't meet our requirements
for that we have a tie-up with 3 domestic
NGOs we give the product to them, pretty
much every week. So the products that don't
make it to our list are around 17%-18% and in
order to bring that percentage down, that's
when we tied up with budding designers. We
tell them like “Hey this product is not good
enough to be sold on Kiabza directly.
8
Can we do something with them? and they
said sure we can! Some products are out of
fashion and some have some issues like they
have pen marks, some threads and buttons
are missing, we can restyle them or redesign
them. And then we recreated the niche that
you are referring to. People absolutely loved
it. Because there is this clientele that wants
the product to be different and wants a
product that has been created in a unique
way and the designers love it as it is a great
experience for them. It becomes a part of
their CV. They still are young in their careers
they are still students and from a consumer
point of view it's a unique product that has
never hit a store or a shelf and it is only
gonna be one piece. Consumers who buy
these also believe in circularity and
sustainability etc, so it kinda fits the piece
perfectly for them.
As we have just faced Covid-19 and
that actually makes buying from a
thrift store bit risky, so does Kiabza
deals with that and, what other
difficulties do you face in running a
thrift store?
Actually, your 1st point is not backed up by
the research, don't think the consumer is not
buying from a thrifting perspective at all in
fact it has worked differently that people
are now more into thrifting. The other thing
that has happened is that about 30% of
fashion is now bought online compared to
about 8-10% pre covid. Fashion in itself has
moved from online to offline at that speed
of 5 to 10 years. It helps companies and one
thing that we keep hammering into people's
heads is that if you are buying a new
product that doesn't mean it's hygienic. The
research reports are saying that 90% of the
consumers wear the product without
washing it. So every product is lightly
whitewashed so when you put the product
to test and when we got it tested reports
showed that Kiabza products are much
cleaner compared to the other brands. Their
products are touched by 10 human hands,
from the manufacturing stage and also
somebody has tried it in the trial room and
people think they are buying a new product.
Kiabza products are more hygienic than
buying a new product. The new product is
great but nobody tends to wash a new
product.
How important thrifting is?
Thrifting has to be made cool and that is
what we are doing. In the good old days
when you learn from the western world,
thrifting was a concept really for the
underprivileged. It was for people who had
minimum wages, who couldn't afford to buy
new clothes. They went to charities run by
salvation, goodwill, etc. I am talking about
the Christian charity concept that's how
thrifting started. People were going to pick
something unique that was in half of a
generation ago but this generation thinks
second hand is cool and fun.

The influencers and celebrities have made them believe that and they have learned
about sustainability and they have also learned about the environmental benefits in
school whereas my generation didn't learn anything about it in school. So at a young
age, they are aware of all these things. So if you just tell people that thrifting is
good for the environment they are not going to thrift. But if you make it cool and fun
people are gonna do that. That is the whole objective. We are also setting up our
physical store at some point. They are gonna be really cool stores where the vibe
would be like a pub with nice music and graffiti around. It's gonna be a fun concept
that people would love walking into. Not like a typical thrift store where you are
trying to get something cheap.
Picture Courtesy: Kiabza
9
Kiabza’s structure not only works for
reselling pre-loved clothing but also
connects it with the NGO, please explain a
little about that.
When we were working out on the concept of
Kiabza we always knew we are gonna have some
products to us that are not gonna be saleable
because they would meet our standards or they just
don't sell. In the garment industry, a large number
of garments are never sold, and that has to be
given away at some stage to destroy that was a
part of the problem. That's when we tied with the
NGOs because for us obviously we are getting rid
of the product that is not commercially valuable to
us. But for an NGO in India it is extremely valuable
to get good clothing, good apparel, or good
fashion, which may not meet our standards
because are standards are extremely high. For us,
the product should be as good as new for us to put
it up on our platform. But for them, a product that
is slightly used or has a small defect with a pen
mark or if it's out of fashion is actually of great
value because the under privilege doesn't have
enough clothing. So it's a win-win, a lot of NGOs
we talk to were apprehensive as they though they
would get racks from us. When they start getting
products they were amazed and thankful and
grateful that we are giving them such good
products, obviously, we don't charge them anything
for it. We even take care of the logistics and deliver
them to them. Also, we send thank you box as we
are thankful to be your partner and for accepting
our clothing. We have a lot of appreciation letters
from them. Now many NGOs want to tie up with us
but just want to keep the number at 3. Because it's
not easy for us to work with more than that at the
scale we are at right now, but maybe in the future.

10
Before we end this I would like to
Congratulate Kiabza for saving approx
30 tons of carbon footprint and 7.5millon
of water.
We are trying to do our bit from a sustainability
point of view because fashion is a huge
problem and especially fast fashion in the last
10-15 years has caught a lot of criticism and a
lot of brands have realized this and are trying
to their bit. But I think they are a little late.
International brands have their corporate
governance and things like this and Indian
brands are still not there. Kiabza is a
commercial enterprise we are here to make
money and build on the concept of thrift but at
the same time if we can do our bit for
sustainability in an organic way at the same
time and if we could help the underprivileged
we are very proud to do that. Important aspect
for us is to keep our business.
What is your vision for Kiabza?
We want Kiabza to be identified to be
synonymous with thrifting, just like Colgate is
with toothpaste, xerox with photocopy we
expect Kiabza to be synonymous with thrifting.
It's a great concept it's here in India to stay,
not only to stay but also to grow. This industry
will eventually grow faster as the new fashion
industry. It's not said by me but backed by the
research consultancy, they know that this
space will be growing much faster level than
new fashions and we are very excited to be a
part of it.
Picture Courtesy: Kiabza

The Future of Fashion
with Meher Castelino
Who could have been better to talk about the future of
fashion than the lady who has been an Insider of the
Fashion industry for decades and knows this industry Inside
Out. Our first Femina Miss India: Ms. Meher Castelino
needs no introduction, her valuable fashion critics and
articles are always in demand. There surely will be a lot for
you to take back from this interesting interview.
Being a fashion critic, which budding
designer do you think is the most
promising?
It is difficult to select a particular designer
since there are several categories in fashion
like casual, formal, bridal, men’s, women’s,
sportswear, fusion. Each category has
designers who are doing interesting work so I
cannot pick the most promising.
What is your perspective on fashion
being inclusive?
Decades ago there was a certain amount
of inclusiveness in fashion when women
bought clothes from the men’s wear
departments, though it was not so much
vice versa but some men did buy clothes
from the women’s sections and even wore
saris. Now with an emphasis on inclusive
fashion, the business has expanded and
designers are catering to all kinds of
buyers in different shapes, sizes, colours,
genders as well as age groups. There are
no rules now as far as fashion is
concerned, which is good for the business
as well as the buyers
The rise of social media has given a
platform for influencers/instagram
models, what is the impact of Social
Media and Influencer marketing on the
Fashion industry?
For me social media is important, as I do a
lot on shopping for everything on
Instagram and Facebook, but as far as
influencers/Instagram models are
concerned I don’t pay attention to
anything that they promote nor am I
impressed by the millions of followers they
have, since followers can be bought.
Interviewed by Saba Shaikh
11

12
People today are experimenting and
creating their own personal style and are
not blindly following the trends. How is
the business of fashion pursuing this
consumer mind shift?
Experimenting with fashion and creating one’s
style is not a new concept. Women and men
have been doing it for decades. But what has
changed is that designers are no longer
dictating fashion any more. Now, it is the buyers
who are guiding the designers. Decades ago
the length of the hemline was important and if
one did not follow the designers’ directions one
was considered out of fashion. Now thankfully
anything goes and people have learnt to dress
according to their personality, though there are
still some celebrities who follow trends blindly
even though they are unsuitable for their
personality or body type.
How is the adaptation of technology in
terms of AI and Metaverse shaping the
Fashion Industry?
AI and Metaverse has changed the way
business of fashion is conducted. Now there are
AI influencers created by animation experts and
everything can be computer generated so there
is at times no need for the models,
photographers, makeup/hair stylists or
designers. This in turn may affect the
professions of many in the fashion and beauty
business.
I prefer to test the product myself when I order
it and not depend on an individual’s
endorsement since they are being paid to do it.
Many of the influencers are affluent persons
with deep pockets and want to get into the
limelight fast, so they have a team of PR
persons promoting them to the media as well as
brands.
Gen Z is surfing on the internet and
connecting to multiple fashion and
beauty cultures around the globe,
what is your take on this evolution?
It’s wonderful how the internet has
opened the world to the young designers
as well as the buyers. Everything is
available with the click of the mouse or on
the cell phone and this is allowing the
Gen Z to be more inspired as well as push
their creativity to the ultimate level. But
there is also the danger of plagiarism that
has surfaced many times, since a
collection at a show is available within
seconds on social media.
As we are witnessing an immense
rise in the thrifting industry in India,
what do you think about this
sustainable practice?
Sustainable practices are now the norm in
fashion along with recycling, upcycling
and reinventing. But clothes need to be
bought with care and should have many
uses of mix and match. Reinventing,
upcycling, recycling clothes is a great
concept now followed by many designers,
which will help in preventing wastage in
fabrics and also help the environment as
well as decrease the landfills that are
chocking the earth.

Being a fashion insider for several
years, what are your expectations
from the young aspirants of the
fashion industry?
With the influence of multiple cultures
and the adaptation of technology, what
do you think the future of the Indian
Fashion Industry looks like?
Which trend have you been loving
on the runway?
There are several looks that seem to
appear every season. Some succeed
and some die on the ramp. Clothes
which are stylish, comfortable and
elegant are my favorites.
I have been on the jury for several
fashion institutes’ graduation shows in
the past decades and even this year,
and I have noticed a great energy and
creativity in the clothes. But there has to
be control over creativity since designs
have to sell and are not meant for the
museum, which young fashion designers
need to remember. Also the craze to
design for the Red Carpet or the Met
Gala is the latest path that many fresh
graduates are taking but these will not
turn into sales. Earlier it was a desire to
create for the movie stars, or item
numbers in films. Now these foreign
fashion galas have turned into dreams
for young designers. A good, intelligent,
new designer must combine innovative
construction with creativity as well as
wearability and ensure that it is value
for money. Designers must also at this
stage ensure that they are giving
importance to Indian textiles and craft
at all times, because India is the only
country in the world that has these
riches and they have to be promoted
and used at every step. Only then can
our textile industry survive and grow and
success will follow for designers and the
artisans.
The future of the Indian Fashion Industry looks
bright with thousands of graduates coming out
of thousands of fashion institutes in the country.
The use of technology for the business of
fashion with creativity as the key word, is
important, otherwise the business will stagnate.
Fashion institutes and the faculty need to move
with the times also and besides being tech
savvy, they need to keep a firm grip on the
marketing and sales of the clothes, which the
students need to know about, since just
designing a great garment is not enough. One
has to sell it at the right price to the right
customer profile, which is also important.
13

Interviewed by Saba Shaikh
A Creator, Advisor, Consultant and Educationist she has been acing it all
for more than 50 years. Multi Award winner Ms. Raju Bhatia shares her
expertise about fashion education in India. This interview will help you to
understand better about the academic side of this glamorous industry.
You being the veteran in the industry we would love to hear about the
changing decades of fashion Education from you.
Fashion Education undoubtedly the most popular career choice of the young
generation, fails to meet the evolving demands of the Industry. The Industry has made a
mark for itself In the Global Markets, whilst tha Academicians and Policy Makers are still
focussed on subjects like Basic Tailoring and study of ( extinct ) machine parts and
operating a boutique from the four walls of one's home or garage. 100's of Institutes /
Coaching Classes sprouting up in the country is a clear sign that Fashion Education is a
commercial venture for most. Trainers need Upgradation regularly. Institutes need
Professionals to mentor students. Industry Interaction and Involvement in Fashion
Education is the need of the day.
14
IN CONVERSATION
WITH EDUCATIONIST:
MS. RAJU BHATIA
People have this perception about the fashion industry that it’s all about
creativity and glamor, some students only aspire to become a red
carpet/avant-garde designer and they often forget the practicality of the
industry. What is your take on this?
Any Design Business is all about Creativity and yes Glamor is part of our Showbiz. It is
not wrong to have dreams or aspirations, but the path to fulfill ones dreams and
aspirations is very tough.It takes years and years of focussed hard work and Passion,
sincerity and dedication. The Trainers are focussed on the 17% Rich and 3% Elite for
their target audience and very conveniently forget the 80% Middle Class, Rural India
population. In their teachings Students are asked to focus on the Red Carpet Look and
this is drilled into them day in and day out. A Successful Designer is one who can dress
up Late St. Mother Teresa and Style Icon Malaika Arora in the same breath.

What role does digital technology play in fashion education? Are the Indian
institutes ready for these upgrades?
The Pandemic was an eye opener for all in many ways especially the Design Institutes. The
Transition from Offline to Online was not well accepted by either staff or students. All
faculty were not tech - savvy and were facing many challenges as far as space, appropriate
equipment and learning aids were concerned. Lack of practical guidance and personal
interaction with students will always be a drawback in Creative Design oriented subjects
when it comes to Virtual Learning, Digital Clothing, Digital Couture , Crypto Fashion, E
Commerce, Digital Marketing is the new Mantra . The Academicians have to Upgrade
themselves, Adapt and Innovate and rise above the challenges to be able to impart quality
education.
What are the opportunities that technology will brings
for us, as well as the limitations?
' BE THE CHANGE ' is my mantra and keep up with the changing
trends. There was tremendous opposition to the entry of
Computers many decades back - with the fear that many people
will be jobless. Today the Digital Industry is leading and theres no
looking back. Research, Technology and Innovation can only lead
to progress . I dont see any limitations. More Challenges lead to
more Innovations and offer more Opportunities.
Sometimes students don’t realize the importance of actively participating in the
exhibitions and workshops, they focus only on the academics, what are the cons
of this mindset?
It's what you put in, will be churned out. As simple as that - Institutes fail to give importance
to Participation in Seminars, Exhibitions and Workshops because it costs extra funds and
therefore Avoid extending these opportunities to the students.
According to you, what are some soft skills that a fashion aspirant should focus
on?
Good Communication and good Business Sense, Creativity, Innovation, Sense of Style,
Strong Sewing Skills and above all the PASSION, Focus and Competitive Spirit along with
being a good Team Player are the Soft Skills required to be a successful Fashion Designer.
Is there any sustainable practice that a fashion institute follows or should follow
to teach sustainability and ethical fashion?
There is very poor awareness about Sustainability in almost 90% of the Institutes. A very small
% of the Institutes are aware of it and are trying to implement it in their training program.
Sustainability Awareness and Implementation is slowly gaining momentum in the Industry and
i am sure the Fashion Institutes will lead the way for Ethical Fashion in the coming years.
15

16
The increasing amount of competition
often leads to creative burn out. As you
have been working in the creative
industry for decades, how do you think is
the best way to deal with it?
There can never be a Creative Burnout if you are
a creative and original mind. There is so much to
explore , to research, there can never be a burn
out.
Many times, people have this thinking
that working only for the top designers or
a well-known brand will give them
success, what is your perspective on
that?
Behind every Well Known Brand or Top Designers
are many many years of hard work and struggle.
To achieve Success all have to start at the
ground level - you go up the ladder step by step
to reach the top.
What advice would you give to the
students to make their best possible
career?
"Learning is a Constant Process". You
should have the willingness to Learn, to
Adapt, and to Innovate with Passion, Focus,
Sincerity and Dedication. Rise above the
Challenges - Be the Change....

Sustainability lies in all the small choices we
make. “Well, that’s a cool t shirt with such a
low price, let’s use it for a couple of times and
toss it off” is what most of us think, the trend
of fast fashion is what we have adapted to.
The question we want to raise at this moment
isn’t why, it is rather an explanation as to why
we as a species rather not make such choices
without giving the consequences a good
thought.
With the alarming rate the fashion industry
contributes to landfills and CO2 emissions
every year, to make conscious choices is the
need of the hour. India alone generates more
than one million tons of textile waste each
year. This textile waste consists of natural as
well as synthetic fabrics.
By Rajvi Mehta
Architect, Designer, Entrepreneur
We, as millennials, believe in taking risks,
being spontaneous and heading off to
adventures even with the possibility of
failures and regrets.
With so many ideas coming up each day,
the belief that we have something
exclusive to offer and can have some
value addition to the system, keeps us
going.
We as Dwalen, started with such a belief,
two people and one thing on our mind, a
fashion brand. We wanted to create
something to sustain, and in the journey,
we became a startup for a cause and a
startup for sustainability.
As per Indian startup ecosystem, India has
2 to 3 startups every day. The question
that comes up in one’s mind is why
startups have become such a familiar term
and the need for the same in our lives.
Based on the fabric type the timeline it takes
to decompose the same varies.
We need to understand that the synthetic
fibers, also known as man made fibers are not
only harmful, when disposed, but the journey
of these type of fibers as a pollutant starts
from the manufacturing stage itself. These
fabrics contain plastic polymers, and are
made using chemical processes which involve
use of non-renewable resources. This leads to
carbon emissions, and hence adds up to
global warming. To make a garment these
fabrics are dyed using environmentally harmful
dyes and pollute the water streams when
emitted.
17

Let us start with checking the fabric composition we buy, because, to avoid the
problem at the start is easier than you think, to make it right after its disposed is
harder than you know.
We as a brand, aspire to inspire to adapt to eco-fashion.
So, we have a simple question to ask, we made our right choices, will you make yours?
We fail to realize that polyester, nylon, elastane, and so on are among the most
widely used fabrics in the world, and thus, one of the major factors that
contribute to environmental problems. These fabrics, when washed, release
microfibers in the water which travel to our streams, rivers and end up in the
ocean. This leads to microplastic pollution which not only disrupts marine life, but
also adds up in the food we eat. When disposed of, these fabrics take at least
around 2 decades and sometimes more than 2 centuries to decompose. A part
of the landfill you add up to today, is the surrounding for your 6th generation.
This realization should be enough to make us sit back and think as an individual,
to tackle the bigger problems that we can avoid by taking small steps.
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CLOTHING
COMBINES ELEGANCE
WITH COMFORT:
MR. MEHUL SETHI
What inspired you to start Jisora?
Initially, analyzing the market, we saw immense potential in the fashion and e-
commerce category. Inspired by the diversity, ethnicity and tradition of the country,
we started exploring the women’s apparel section, with the primary objective to
make fashionable and trendy outfits which will be a blend of modern and traditional
styles. Initially we witnessed a nee-gap in the market, which consisted of either
fashionable and western wear or traditional and ethnic clothing. To fill the gap and
introduce the Indian market with modern, trendy styles with the traditional look and
design of India was our primary motivation behind building the brand.
Buying comfortable clothing has been a major change in people’s fashion habit,
especially after the lockdown. Now, people want their clothes to be versatile. To
address the issue Jisora came up with outfits that can be perfect for official
purposes and evening night-outs. The primary focus of our designs is to make
women’s apparel a mix of home and office wear.
Jisora, started during the pandemic, is located in Jaipur, Rajasthan. Says the
company: "Jisora is a clothing brand created to make styling effortless,
elegant, and, most importantly, comfortable for contemporary women. From
relaxing loungewear to captivating Kaftans, we have created a range of
clothing options that are appealing to the eyes, breezy on the body, and easy
on the pockets. Our clothes can easily transition from a brunch meeting to
bed, with beautiful designs, graceful silhouettes, and reposeful wear." The
objective is to design clothing that adds a touch of comfort and kindle a
sense of elegant beauty towards the traditional cotton.
Mehul Sethi, Co-Founder of Jisora, shared his views and plans in an exclusive
interview with the Textile Value Chain. Excerpts:
19

20
Can you let us know how you gained
success within a year?
Our primary objective was to make apparels which
are a blend of fashionable and traditional style,
and make it affordable for women of all age
groups. We focus on optimum customer
satisfaction, which helped us gain sales from
word-of-mouth promotions. Also, we have a high
customer retention rate since we could build the
trust among our customers. Our products come at
a varied range of sizes – XS to 6XL, and cater to
the fashion tastes of a 16-year-old to a 60-year-
old. Our products are designed in a creative
manner making them perfect for various
occasions. Our pricing average is around Rs 1000,
which also makes our product a reasonable buy
for the customers.
What are your achievements?
With a fresh, young and vibrant line of clothing with
modern, relaxed silhouettes, elevated simplicity and
style that is both comfortable and affordable, Jisora
has a turnover of around 10 Crores till date. We also
have a customer retention rate of almost 40 per
cent.
What were the challenges you faced initially?
The major challenge we faced in the initial stage was to understand the customer
preferences. Another challenge was to build a vibrant and energetic workforce
with the right people.
Despite a lot of competition, how has your brand stand out to
be different?
Our product design, which is a mix of the traditional and modern apparel, is
exceptional in the market and we also ensure to provide the best quality
products. Further, we have a unique size range from XS-5XL and the prices
of the products are kept at a reasonable range – making our products unique
in the market.

21
What are your latest products and how
are they useful for your customers?
The latest addition to our range of women’s
apparel is resort wears, which are free and
classy travel couture that eases up the
packaging anxiety, curates a list of resort wear
collections and helps customers to find the extra
summer sparkle in their trip. The new collection
is inspired by new experiences and is bold and
beautiful with indigenous prints and dedicated
designs to enable the women to flaunt their
confidence and work spirit.
What plans do you have to expand Jisora
and how will it benefit the company, the
environment and the customers?
We are planning to expand and increase our
footprint in the offline retail and will be soon coming
up with franchise stores in every corner of the
country. We have recently introduced kids’ wear and
are planning to dominate the market. Though we
don’t have immediate plans to expand to men’s
wear, we have the right resource, design, and
knowledge and market presence to later explore the
men’s wear section too.
Sustainability is very important in
today’s time. What Sustainability
measures are taken by your brand
overall?
Our key focus is to make women’s apparel
comfortable, as we have noticed that women
prefer to avoid clothes that will make them
claustrophobic. Therefore, we use pure cotton
fabric, which is natural and becomes essential
to avoid problems like sweating, itching and
rashes, which could be caused by synthetic
materials. We are more inclined towards using
natural materials and natural dyes.

A JOURNEY OF
A FASHION
DESIGNER
How was it to choose an unconventional
career? And how did your family react
to this?
So basically I come from a middle-class family
where education means alot and it's believed
that after education if you have a good job
then only you are a successful person. But I
was always interested in the colorful and
artistic side of things. I loved giving
suggestions to my friends about styling. And
because they found my styling interesting I
was always invited to help them shop. That is
when I decided to pursue fashion designing as
my career. And finally got fully supported by
my family to be in this unconventional field.
Sheetal Jadhav is a budding Indian Fashion Designer
who has created her name in the industry with her
great work on multiple runways. Her journey takes you
through the life of a young designer.
How did you start and what is your
educational background in fashion?
I completed my Degree in Fashion designing.
After my graduation I started my small
business, making my home a full time office.
As soon as I started I had one thing very clear
in my mind that I would always give a chance
to small work and never say no for it, which I
dedicatedly stuck to.
building a customer base is also pretty
hectic. It takes a lot to build customer
trust and for that you have to work for less
money.
22
What is the most nerve wracking part
about having a start-up?
When you start a new business the most
important thing that has to be taking care of
is finance. As you are completely new in the
market, financial instability always comes your
way and you always have to be ready for it at
least 2 to 3 months in advance . Secondly,
As a young and budding designer
what difficulties do you face?
When I started it was very difficult for me
to convince people to buy my garments.
Sometimes your known people ask you for
free work and it is very difficult to handle
them because they don't realize your
efforts and hardwork. And many people
also demand for barter which is also not
easy to handle.
How was your experience designing
for beauty pageants and what
inspires your collection?
Working for beauty pageants was a good
experience. As you meet so many
different types of people you learn to
accept criticism, showcasing your work at
such a huge platform you understand
some people will love your work and some
won't and that is completely ok. You have
to keep pushing yourself to achieve the
best. Coming to your next question, my
inspiration comes from these incredible
women with different shapes and sizes
who walk the ramp. They are not
professional models but still are so
confident.

23
How to crack a big project?
Firstly, you have to be punctual and dedicated
towards it. I have literally traveled from one side
of the city to the other side just for a 5 minute
meeting. It very important to earn the organizers
trust and share every detail about your work
with them. Taking follow ups and keeping them
updated with your work is a crucial part. It's
definitely not easy to find a big project.
Also this helps me to burst a myth to my
customers that trending garments look great on
everyones body, no matter what shape, size or
height you are. Not only models even commo
people can rock them.
Would you like to share any of your
experiences?
Sure I would love to share my experiences. It
would be very helpful for others. When I started I
had worked as a backstage attender in order to
gain experience. This is how you build your
identity in the market by taking up every work to
learn as much as you can. It is not easy to work
backstage, you have to do so many things at
once backstage is pretty chaotic. I have seen a
lot of students have this mindset that right after
their graduation they will directly get a job in a
big brand and they will have a good salary
which is not true, you always have to start small.
Remember that no work is small and nothing can
be earned easily. You need to put in effort and
hard work. I have been through the underpaid
phase and never hesitated to work hard for it.
It's just a small stone in your path. You have to
face the situation and move on and give your
best.
What is the meaning of your brand name
S.S.Saaj?
Saaj is a marathi word which means dressing up
for a special occasion or functions.

What is the USP of your brand?
Our USP has always been being open to small
work, also working as per customers budget.
Recently you had a fashion show for
‘Fight against domestic violence’
presented by KJM Dreams Entertainment,
how was your experience?
It was a good show with a good message. A lot
of women today are facing domestic violence
but they are not able to raise their voice against
it. We need to encourage them to raise their
voice against this and also take a responsibility
to help them
Many young designers are afraid to start
their own label because of competition,
financial instability, being unsure about
the outcome, etc. What advice would you
give them?
Very true! When I started my own label I was
also very afraid whether it would work or not. My
advice to everyone who are looking forward to
start their own label is that first be sure what
exactly you want to do as there are multiple
options in fashion designing. Then seek some
experience working with an established
designer. While doing that start saving for your
business, be financially independent for your
business, do not take financial help from
anyone.
Lastly, what is the most exciting part of
the industry to you?
Meeting different people and learning new
things everyday.
24

India is a country rich in textiles,
dyeing and printing techniques, and
embroideries, all of which have
contributed significantly to the
evolution and beautification of
fashion and design. There are
several traditional textiles,
embroideries, prints, and dyeing
techniques that have been adopted
and appreciated by many
international designers, fashion
professionals, and fashion
enthusiasts. These elements in art of
clothing have not only contributed
to the original form but have also
been reconfigured by many. Fast
fashion has showed humanity a
plethora of styles and carefully done
collections, clothing that has been
in fashion for years, clothing that
has fulfilled all of human being's
aesthetic and utilitarian needs, and
clothes that continues to evolve
creatively with time. In this age of
fast fashion, Indian textiles and
wearable crafts are battling to get
an eye of fashion enthusiasts.
By: Kshipra Gadey
Fashion Design Faculty,
INIFD Kothrud
As part of their contribution to
ethical fashion, some emerging
fashion labels around the world
prefer sustainable designs and
goods. In the current scenario, it is
impossible to deny the reality that
Indian textiles and wearable crafts
have always been sustainable.
Kantha of West Bengal is quilting that uses threads
drawn from discarded sarees and dhotis and many
textiles are woven on handloom and spun on
charkha. Many designer labels and businesses today
combine the traditional textiles and crafts to
produce contemporary clothing. These make in India
labels have become the worldwide face of Indian
fashion, demonstrating how to carry sustainable
fashion products gracefully while yet creating a
fashion statement that is as spectacular as fast
fashion.
The relationship between the Make in India
initiative and sustainability.
Make in India is a government initiative to
encourage enterprises to develop, manufacture,
and assemble products created in India, as well as
to reward focused investments in manufacturing.
The policy approach was to foster an investment-
friendly environment, build modern and efficient
infrastructure, and open new sectors to foreign
investors. The project aims to "turn India into a
worldwide design and manufacturing export hub"
by focusing on 25 economic areas for job
development and skill training.
25
Ajrakh and Bagru are traditionally
manufactured with natural dyes,
Ayurvastra is completely made of
organic textiles and herbal dyes,

26
Automobiles, aviation, biotechnology,
chemicals, construction, defense
manufacturing, defense exports, electronic
systems, electrical machinery, food
processing, exports, information technology,
leather, media and entertainment, mining, oil
and gas, pharmaceuticals, ports & shipping,
railways, rapid transit, roads and highways,
thermal power, textiles and garments,
tourism, and wellness and healthcare were
all covered by this initiative.
Individual states developed their own local
efforts in accordance with Make in India,
such as "Make in Odisha," "Tamil Nadu
Global Investors Meet," "Vibrant Gujarat,"
"Happening Haryana," and "Magnetic
Maharashtra."
We are aware of this initiative and
understand it focuses on creating new
employment opportunities and boosting the
nation's GDP while climbing the global
manufacture of products and advancement
ladder. This initiative goes beyond financial
and technological development.
"Make in India" has three stated goals:
·To improve the industrial sector's annual
growth rate to 12-14%
·To bring 100 million new manufacturing jobs
to the economy by 2022.
·To ensure that the manufacturing sector's
contribution to GDP reaches 25% by 2022.
(Later revised to 2025).
The Make in India project has pushed the
concept of preserving India's handmade
products and traditional heritage crafts. It
has also taken steps to engage Indian
artists and promote crafts that have been
revered by the nation for ages but are on
the risk of extinction.
While artisans and designers work together
to revitalize Indian heritage crafts, they
create items that are zero waste and
sustainable. They also promote traditional
products that are more eco-friendly and
are made with fewer or no chemicals.
There is growing interest in how sustainable
entrepreneurship may balance human
development, profit generation, and
environmental protection to produce better
social, economic, and environmental
outcomes. To achieve order to prosper,
enterprises must build sustainable business
processes, stakeholder engagement, and
sustainable innovations. As these
companies are put up with a wish to help
India's artisanal networks, the practices of
such entrepreneurs contribute to social
upliftment and have a good influence on
the environment.
This initiative is a positive move towards
entrepreneurship in the aforementioned
domains, as well as a boon to the textile
and fashion industries. By blending ancient
weaves, prints, and patterns with current
fashion, the Indian fashion industry is
gradually restoring the beauty of old crafts.
It also offers employment for the artisans
who have been into weaving, printing, and
dyeing for generations now.

India has topped low-income economies (according
to GDP per capita), while government
entrepreneurial programmes came in second.
According to the Economic Survey 2021–22, India
has approximately 61,400 startups recognized by
the Department for Promotion of Industry and
Internal Trade (DPIIT), with at least 14,000
recognized for the fiscal year 2022.
Entrepreneurship has enormous potential in a
developing nation like India. Entrepreneurship can
be used to address the growing issue of
underemployment and unemployment. The Indian
fashion sector has established a niche and is
demonstrating its strength in the market.
Additionally, it has a big chance to expand soon to
include buyers, sellers, employers, and employees.
How can you make a difference in India as a sustainable fashion
entrepreneur?
India ranked fourth in the world for ease of starting a business, according to the GEM
(Global Entrepreneurship Monitor) 2021/2022 Report. India is therefore one of the top
five countries to launch a new business. In terms of various entrepreneurial framework
conditions, such as entrepreneurial finance, ease of access to finance, government
policy: support and relevance, and government support: taxes and bureaucracy,
A reduction in CO2 emissions
·A reduction in textile waste
·Reduce the usage of chemicals that are harmful
to both the environment and the human body.
·Less microfibers and microplastics that
eventually find their way into the ocean or the
bodies of humans.
·Entrepreneurs contribute significantly to
avoiding the landfilling of nonbiodegradable
trash by producing clothing in a sustainable
manner. For instance, compared to any natural
material, nylon takes longer to degrade.
Fashion entrepreneurs may help by
engaging in sustainability by:
·With sustainable production, business owners also assist in giving craftsmen a job who are
in danger of losing their skill owing to a lack of labor.For instance, many traditional
weavers, dyers, printers, and fabric painters are struggling to find work today. This industry
has also been severely impacted by the pandemic, and many craftspeople are now
switching to jobs that pay them more and provide them with steady work. When business
owners engage these artists, they not only create jobs but also help to keep the craft
alive. Many of these crafts make use of handlooms or environmentally friendly natural dyes
and colors.
27

28
By employing members of the artisan
community, using sustainable production
practises, and sourcing sustainable raw
materials when we manufacture our
products in India, we not only operate a
business with a novel concept but also
give less fortunate artisans work, reduce
environmental damage, and produce
goods that are suitable for the global
market. These businesspeople also
reduce the amount of money the country
spends on garbage management.
Lack of customers is one of these
businesses' biggest issues! Simply because
they are more expensive, people prefer to
purchase sustainable items. These
sustainable fashion products are much
more expensive than synthetic textiles and
objects that have undergone chemical
processing, and for some demographics,
they are also more fashionable.

Responses by Mr. Aditya Agarwal, Director of Cloth Haus spoke to the Fashion Value Chain on some practices
and approaches of the company. Excerpts:
CLOTH HAUS APPARELS
MATCH GLOBAL
STANDARDS:
ADITYA AGARWAL
Cloth Haus was born in 2021, in the midst of the pandemic, with a vision
to deliver apparels designed for the Indian sensibility, of superlative
quality, and in a reasonable price range. A domestic brand from the
Aloka Exports’ house, Cloth Haus was a carefully crafted name. It is
meant to highlight the company’s commitment to explore the full
potential of cloth, and pay homage to its 40-year affiliation with
Germany in ‘Haus’ – meaning home in German.
Aloka Exports, the parent company, is a 35-
year-old export house that has worked with
brands succh as H&M, Zara, Marc O Polo,
Abercrombie & Fitch, Ann Taylor, J.Jill, Marks &
Spencer, Monsoon/Accessorize, Esprit,
Benetton, Oliver Bonas, Next among many
others. It successfully executed production and
export for the 2008 Olympic Scarf branded by
Next & Adidas.
Ethical manufacturing practices initiated by Cloth Haus
Cloth Haus products are manufactured in BSCI/SEDEX audited units run by its parent
company. This implies that workers are paid wages as per government laws, work 8
hours a day for 6 days a week. They are also entitled to overtime payments, social
security benefits, leaves and a safe and secure work environment with timely
payments. They are treated fairly and are not overworked or exploited in any which
way. Child labor is prohibited.
29

Sustainable approach adapted by Cloth Haus
Cloth Haus manufacturing facilities are GOTS, RCS,
GRS, OCS, RWS compliant. These are international
standards set by Textile Exchange to ensure that the
product is traceable back to the farms/mills where
the fibre first originated. It ensures that fabric is
made chemical free, without exploitation, in fair
working conditions and under responsible conditions.
Cloth Haus's tribute to the textile legacy in
India
India is known for its natural fabrics and traditional
techniques of block printing, screen printing and tie
& dye. Cloth Haus’s tribute to the legacy is to keep
the vibrancy of India alive by modernising these
techniques with the use of latest technology and the
best fabrics that the country has to offer. We use
digital printing combined with brocade fabrics,
cotton fabrics, embroideries and other additional
works to make our products feel innately Indian.
Expansion plans with respect to new
launches
We will be presenting a new range of garments in
the next 2-3 months for the winter festive season.
We will also be live on a few more online platforms
in the coming weeks.
Current fashion & sales trends in the
industry
Honestly, fashion has become very individualistic,
and people are not following trends so much. We
also do not believe in fast fashion and want to
offer styles that are evergreen and everlasting in
terms of style and quality. We do not want to
encourage fast fashion and unsustainable
consumerism. We want our customers to wear our
products for years with satisfaction.
30

A unique convertible and reversible
brand: Twee in One
Niti Singhal is an Indian fashion
designer who has created a revolution
in the fashion industry her brand twee
in one is a sustainable Brand that has
convertible and reversible clothing
with this interesting concept Niti has
presented at New York Fashion Week
in September 2019. Today we have
Niti talking to us about the concepts
that make her brand so unique .
31

Tell us about your education:
I have done my graduation in fashion design from SNDT Mumbai after which I went to
London school of fashion for some summer school and moved to Italy in
Institutomarangoni
What inspired you to make reversible clothing?
When working in Italy as an embroidery designer I had a small room for myself. I was a
complete traveler who loved to go around the country to different small cities over the
weekend. Now Traveling was always a hassle, a small room with 1 cupboard was a hassle.
This is when I realized that this is not just my problem. I am sure there are so many other
women across the globe who have the same problem, which is what led me to make
reversible clothes. I can go to the office in the morning and flip to something nice in the
evening.
How do your printing techniques reduce
wastage?
Oh, we love prints, and the color jet group did
the printing for us. The printing technique that
we used for sublimation again was done in a
sustainable manner because we used 40% less
water than what is usually required for the
printer. The turnaround time was fast and the
colors and the sharpness were outstanding.
According to you, what is an overall
sustainable brand?
Sustainability could be anything, it could be the
use of organic fabric or zero wastage even
upcycling could be sustainability like less is
more what twee believes in. What is your
definition of sustainability is all about what you
think.
What fabric and techniques do you use?
Fabric and techniques! Oh, I love experimenting with them. I don't get very picky on the
fabric, depending on the trends and the forecast. I just love it. exploring whether it is
cotton, silks, organza, or even knit, why not even though they are translucent or
transparent we can still do so much with such beautiful fabrics? And the techniques when
we talk about I love to explore with some embroideries and prints across my garments
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What are your learnings as a sustainable
brand?
For twee in one sustainability means less is
more. It's very easy to go shipping every week
and it's easier to dispose of those clothes
without even wearing them or just for one-time
use. And I am sure that does not help so why
not in delaying the disposal of our clothes.
more than once. Let's all contribute towards
Why not find a way to use your clothes a little
making this planet a better place.

What are their take on artisans and their life
during and post-pandemic?
We all talk about craft revivals and we all talk about
supporting artisans but sometimes we often fail to
understand how to. But there are some other brands
that support artisans truly and this is what we also
believe in. We are coming up with our next collection
which is truly done by all the artisans from different
states of our country. So guys twee is also giving you
another reason to support these artisans. Let's all
come together and help all our crafts and arts
survive. I am sure our country deserves it.
What inspires your collection?
Inspirations for me can be coming from anywhere. It
could be from the different stories that hear while I
am traveling or from different experiences that
people share. I strongly believe that every individual
can come up with any inspiration in life, it could be
any random situation whether they are on a holiday or
in the office. What I believe is to grab all the stories
and experiences and then make a collection that
makes it more personalized and that is something
people can completely relate to.
You amazed people at New York Fashion
Week. How was your experience there?
NYFW was definitely a milestone for twee. We did
amaze people they were aww struck when they saw
the transformation
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How Did you come up with such a
cute brand name?
So twee in one is a very literal name
for the concept. Twee means two in
dutch which means 2 in one. All our
clothes are reversible and convertible
and we make sure you get more than 1
look in each garment.
When is your next collection
coming up?
There are a couple of collections in the
pipeline. There are 2 collections for
women’s wear and a kid’s wear
collection. We promise we won't
disappoint you. They are made with
different concepts as we have worked
with different artisans.

Navyasa has given every woman the freedom to be fashionable but with
no limits. Navyasa proves that while being fashionable you don't really
need to limit yourself to the activities you love to do. Women in a saree
running and riding a bike might have been a hard-to-image scenario, but
if you have been following up with the Navyasa’s campaigns you surely
know how this unique saree brand has made these difficult tasks easy.
Now the question arises how are Navyasa Sarees easy to drape and
carry? All the credit goes to the Fluid fabric concept by Liva. These sarees
are crafted with 80-90% of Viscose and the fabric used are Liva
Georgette, Liva Satin, Liva Crepe, Liva Lite, and Liva Organza.
Navyasa has made Sarees an everyday wardrobe staple for all age
groups as these sarees can be worn from hectic work days to chill
hangout evenings. Not only these Sarees are extremely lightweight but
also super stylish. The use of digital prints with modern-day motifs has
won the hearts of Gen Z. The shoppers have clearly shown that Navyasa
as a brand doesn't carry any age bar. To ease out your in-store shopping
experience they have planted a virtual trial device in all their stores pan
India. The difficulty of trying out 150+ sarees can not be an excuse now.
This piece of art undoubtedly deserves a place in your wardrobe. And
don't forget to grab your free scarf with all your purchases.
aree is a garment of heritage that is loved by women not only
in India but also globally. This elegant and classy piece of
clothing has always been to go for all special occasions but
what about the hassles we get while draping and carrying the
saree? For modern-day women, this should not be a problem
and to make the wearing and draping experience of a saree
effortless and easy Navyasa was initiated by Liva.
S
The Story Of
by Saba Shaikh
To get furthermore details we interviewed team Navyasa.
35

What makes the Navyasa different from other Saree Brands?
Navyasa by Liva sarees are fluid, and flowy, made with nature-based
fabrics. The sarees allow women to move around with spirited
optimism and #freetobe in their element as well as explore life
comfortably whether at work, party, lunch, or cafe. The collection
features ethereal prints and chic styles. Each saree tells a colour-rich
story with a modern twist. The unique bold designs and diverse
themes are designed to allow style to converge with fashion.
How is the response of the customers to this twist to a heritage
piece?
Changing the ways of draping a saree, in addition to pairing it and
accessorizing it in different ways makes it easier to adopt and wear it
on a daily basis for today’s generation. In the recent past, we have
observed how Gen Z has proved that the saree cannot be just
labelled as clothing not meant for the younger generation rather it is
a versatile piece of clothing that can render effortless and chic looks
without hampering one’s movements. Navyasa by Liva Sarees are
bringing a different meaning altogether to the changing trends
revolutionized by the young and popular celebrities and content
creators. The double digit sales growth navyasa has seen is testimony
to the fact that consumers have been receptive to the brand.
What lead Liva to initiate Navyasa?
The objective for the national brand - Aditya Birla Group and Liva
venturing into sarees, was to bring a larger shift in the perception and
adaptability of sarees, especially among the younger urban women.
Brand Navyasa by Liva was coined from Navya which means ‘new’,
and Rasa, which is the art of everything we do. The brand is an ode
to true contemporary, cosmopolitan Indian women who believe that
style is a combination of fashion and comfort.
What was the concept behind having a campaign with Deepika
Padukone?
Deepika Padukone has been a trendsetter over the years. Not just her
films, but her social initiatives, expressions, and personal revelations
have all been inspirational. She is not just a national influencer but
has international recognition because of her work and impressive
persona. She adds her own edge to any garment or outfit she adorns;
making whatever she wears a fashion statement. Hence we thought
she was a perfect fit for a brand like Navyasa By Liva which is here to
revolutionize sarees and how they are perceived.
Please elaborate a little about the Magic Mirror
The store is an experience in itself with a magic mirror that is a digital
marvel for shoppers. Navyasa by Liva is the first saree brand to use
the Magic Mirror feature comprising of cutting-edge digital
technology to allow the shoppers a complete experiential affair
allowing the customer to browse and virtually try on 150+ saree styles.
In conversation with Priyanka Priyadarshani
36

What is the vibe of the store?
A lot more spacious, Vibrant and where customers can see
full design of sarees. Located in major metropolitan cities
such as Mumbai, Delhi and Bangalore - the stores are
aesthetically designed to suit the fashion sensibilities of
the young audience with their artfully decorated and
vibrant interiors just like the saree collection itself. The
store exudes a modern glam vibe in an effort to
prominently showcase the collection featuring ethereal
prints and chic styles. Each saree tells a color-rich story
with a modern twist. The unique bold designs and diverse
themes are entwined to allow style to converge with
fashion making it an appealing inroad for customers.
How do you incorporate the theme of Navyasa in
the Visuals of the store?
Navyasa brings in wearable works of modern art with a
versatile collection that blurs the boundaries between
occasions which hits the right spot of visual appeal for the
target audience.
According to you what is the most attractive part
about the Navyasa store?
The distinctive feature of the Navyasa by Liva stores are
designed to not only attract customers but also to deliver a
complete brand experience. The saree collection is
compartmentalized as per prints and design. The popular
saree collections with Brush strokes and Liva crepe are
prominently placed with a display of the TV commercial
streaming on loop. The store design is a sacred space for
customers to make their purchase decisions hence we
have given the store a structured character with an
inclusive attitude where a customer can interact and
engage without any inhibitions.
In conversation with Nishikant Mokase, Visual Merchandiser at Navyasa
37

MAGIC
MIRROR
virtual trial
VISUALS
OF
RETAIL
OUTLET
AT
INORBIT
MALL
,
MUMBAI
Multiple draping
styles displayed n
mannequin
38

The
Commandof
Fashionover
theWorld
ByHudaKazi
In the 21st century the fashion tendencies of
the trend enterprise dominate the world less
than they ever did, and no longer solely the
way humans costume still also traits in
domestic earthenware design, makeup
trends and people’s introductory stations. In
the 60s flower strength did not solely suggest
flares and tunics, it added up the complete
mindset of a generation, and this is indeed
a lesser distinguished moment.
Currently, trend is dating and daring, and this
displays a noughties period that's no longer
hysterical to say what they suppose, or put on
what they want. Fashion is no longer simply a
eventuality of vesture your body, it's the
substance of your character and beliefs, and
contrivers are duly conscious of the strength
they hold. Contrivers ’ prognostications and
designs for the coming season are less hotly
prognosticated than any different disclosure
in the world.
Trends in trends unify girls and guys around
the world, but they nonetheless enable
humans the capacity to paint their particular
character fashion at the same time. A length
of time portrayed in a print can be honored at
formerly simply with the aid of the fashion of
garments the mortal beings are wearing, and
this sums up simply how effective and each-
encompassing trend is. Fashion can trade
from one 2d to the coming, but what by no
means adaptations is the maintenance it has
over society, and the position it performs in
the contemporary world.
Fashion is so essential that total magazines
are committed to it, television packages
devote hours of transmission time to the
subject, and humans discuss it between
their musketeers continually.
To save up with the contemporary fashions,
humans subscribe to trend magazines, hold
a eager eye on what has sounded in retail
outlets and what has been there for a
lengthy time, and go to trend suggests to
see what the controversy are placing on
the catwalk this season, and accordingly
what will make it into the shops.
39
For the extraordinarily fat, they may have
their particular non-public relationship with
a fashion developer who'll hold them nicely
in advance of the ultramodern- day trends,
thus, numerous humans trying to fete what
the new trend traces are going to be will
watch what celebrities are wearing. Being
beforehand of trend is for numerous, the
last achievement, indeed though being too
in advance of the trend is simply as terrible
as being at the reverse of it!

Artificial Intelligence
AI will grow to be an unborn area of all trend
effects. The trend enterprise is geared up to
use AI in further than a many areas of its
performance ranging from manufacturing,
advertising and marketing and promoting
wares to grasp purchaser geste, developing
mindfulness, product enhancement and
covering demand. In the coming times, the
technology will maximize druggies ’ buying
experience, enhance income structures and
bedeck the income system via smart
robotization.
There is an exponential boom in tech
utilization and improvement in trend
enterprise revolving around artificial
intelligence (AI), virtual and augmented
reality (VR & AR), blockchain and cellular
commerce.
If you're too long away beforehand, mortal
beings will assume what you're carrying is
now not in fashion, due to the fact it isn’t,
yet.
40
Chatbots and touchscreens are being used
in shops to enhance consumer trips and
customized product suggestions. It's turning
into a frequent sight to discover some
structure of AI converse wisdom on trend
web spots that’s being used to embellish the
consumer experience. A outstanding
successful trend requires proper admixture of
designs and patterns to plan a costume,
making it appealing amongst guests. AI is
successful in doing that except detecting
demand developments and projecting the
new traits whilst dwindling the soothsaying
error. The unborn product layout will be so
tons pushed with the aid of AI that it would
crop as the clothier itself. AI in retail is set to
be really worth$ 19 billion by 2027 and
epidemic has been the seasonable time for
the associations to pace up its
relinquishment.
Blockchain
The different ultramodern tech in unborn
trend is going to be blockchain which may
also discover high- quality utilization in
back- end operations involving furnish
chain and product enhancement as it can
show to be an awful device for
translucency, traceability, and effectivity
in retail cost chain. It lets in all its
individualities from companies to outlets
to be linked and in a position to alternate
data securely. Therefore it can be used
efficiently to hint and train trend wares in
the furnish chain through track- and-
trace wisdom and stock operation.

Mobile commerce
An estimated6.4 billion mortal beings use smartphones the world over. Between 2016
and 2021, this variety has grown through 74 percent and is predicted to attain7.5 billion
with the aid of 2026. The World Advertising Research Center in addition enterprise over
seventy two per cent of all web guests will be getting access to net runners by means of
smartphone. These numbers enfeeble for the developing cell request which is being
pushed by using advancing wisdom each and every day.
Contrivers do to vend the significance they understand humans put on fashion, and
mortal beings do to hold on to contrivers ’ each and every go in the trend world,
accordingly as lengthy as this consists of on trend will do to hold its dominant part in
society for a veritably lengthy time to come. It influences now not solely what we wear,
still the whole lot we do, say, and indeed suppose. This is why trends clearly rule the
world.
41
The tech creates each product’s secured ‘ physical- digital ’ identification hyperlink and
documents it on the blockchain via which it can tune every stir of recorded product in
the given chain, thereby stopping entry of fake wares and any strive to divert the
recorded bone. Nearby, professionals also see frontal- end operation making use of
RFID at giant scale for online verification, robotization and integration.
The cellular commerce request is going to
witness a big growth, substantially due to
the fact of the operation of clever
telephones for online purchasing as duly as
for making disbursements for retail
purchases. In fact, every other find out
about says that two out of three millennials
conclude for to keep on line than in- store.
Another massive application of cellular is
social media that helps brands ’ presence
on their guests ’ favorite channels with a
fully erected- in digital commerce
immolation. This presents them larger
visibility and possibilities to make a trade.
requests record that trend apps like Vinted
and Depop are changing normal avenues
like eBay and Gumtree in promoting
alternate- hand fashion. In coming times,
thus, cellular commerce will do instituting
and making its presence felt in the trend
assiduity.

by Saba Shaikh
Natural Elements
Glitter Life
Trends to eye on in 2022
Jewelry
42

Ankle Dressing
PALM OF YOUR
PALM OF YOUR
HAND
HAND
Shoes
Bags
Trends to eye
Trends to eye
Trends to eye
on in 2022
on in 2022
on in 2022
by Saba Shaikh
43

EVENTS
EVENTS
EVENTS
CALENDER
CALENDER
CALENDER
Rakhi Edition
27 to 28 - july
10:00 AM - 8:00 PM
Hotel Sayaji, Indore
Fashionavya Fashion Lifestyle
Exhibition - Vadoda
5 to 6 - August
11:00 AM to 8:00 PM
Vivanta By Taj Vadodara,
Akota,Vadodara, India
Rakhi Edit 2022
7 August
10:00 AM - 8:00 PM
JW Marriott Pune
Premium Fashion And Lifestyle
Exhibition
5 to 6 - August
10:00 AM - 8:00 PM
Hotel Emerald Park, Nashik
Rakhi Bazaar
30- july to 1 - august
11:00 AM to 8:00 PM
Apparel House, Sector 44,
Gurugram
Fashionista Fashion & Lifestyle
Exhibition- Jaipur
6 to 7 Sep , 11:00 AM to 8:00 PM
Holiday Inn Jaipur City Centre
(Jaipur, Rajasthan, India),
Commercial Plot No 1, Sardar
Patel Road, Jaipur, India.
Professional Beauty Mumbai
19 to 20 Sep, 9:00 AM - 6:00 PM
Bombay Exhibition Centre
(BEC), Mumbai, India
44

Fashion Value Chain- July-August 2022

Fashion Value Chain- July-August 2022

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