Fashion Value Chain- Jan-Feb 2023

www.fashionvaluechain.com
Homoeopathy Frightens Febrile Convulsions
Dr VILAS N SATPUTE
INTERNATIONAL
WOMEN’S
DAY
SPECIAL ISSUE
Celebrating
Fashion Designer
Sadhvi Dang
Celebrating
Women Entrepreneur:
Prakruti Gupta Rao
Celebrating Legacy of
Women’s favorite sari
PAITHANI
January - February 2023 Volume: II Issue: 1
|
https://fashionvaluechain.com/
Revolutionizing the
trade of Fashion:
interaction with
Mr. Rahul Mehta

CONTENTS
04 44
08
Cover Story
What’s New?
Marketing Genius
Fashion: Fast and Slow in
the Indian Markets
Shark Tank In The Pool Of
Fashion Industry
2
Editorial
What’s more important, high speed or sustainable
production? 03
Women’s Day Special
Getting to Know: An Interaction with Sadhvi Dang 12
Experience the ’Kaftan ‘journey with Prakruti Gupta
Rao 14
The Queen of Sarees, Paithani- The Current Scenario 16
Interview
Revolutionizing the trade of Fashion: interaction with
Mr. Rahul Mehta 20
The Fashinza Story with Jamil Ahmad 24
Insights
Clothing 8 Billion : Challenges to People, Planet &
Profits 28
Kala Ghoda Art Festival Nift Mumbai 30
Product Review
Know What Make Snitch Unique 34
Insights
Lenzing’s Carbon Zero TENCELTM
Fibres are Paving
Way for Sustainability 36
Climate Change in the Fashion Industry: Is Sustainability
a Benefitting Response? 38
Brand Stories
How Hermes Mainstreamed Zippers in Fashion 54
People Of Fashion
People of Fashion: Wolf in Cashmere 56
Places Of Fashion
Mumbai’s Art District: Kalaghoda 58
Redefining the shopping experience: The shifting retail
landscape for apparel and luxury brands 60
Brand Launch
Sawai Fragrances forays into B2C segment with the
launch of its first perfume brand ‘Eze’ 64
Insights
NIFT Mumbai Convocation Ceremony: A honour for
Future Fashion Leaders 66 E
08
Cover Story Marketing Genius

No other industry than Fashion has seen a massive sustainability boom in
recent years. Though it has the befitting reason for that as well. Fashion as we
know today was quite different from just a century ago. The industrial revolution
and the introduction of machines in the manufacturing process of almost every
sector had quite a good and bad effects in terms of employment and environment.
Talking about fashion, have you seen the ads of ‘spring collection’ or ‘summer
collection’? Of course you have. The pace at which the fashion conglomerates
are introducing the seasons of their new lines, it will surely outpace the original
seasons. Some are even debating that now there are 365 seasons every year for
one day each.
Fast fashion and slow fashion are two contrasting business models in the fashion
industry. Fast fashion is the mass production of trendy, cheap clothing, while
slow fashion is the production of sustainable and high-quality clothing that lasts
longer. The fast fashion industry relies on cheap labor in developing countries,
contributing to human exploitation in the form of low wages, poor working
conditions, limited workers’ rights, child labor, and forced labor. Additionally,
the textile industry has become one of the world’s top polluters, with nearly 10%
of global carbon emissions being attributed to it.
On the other hand, slow fashion is about creating clothes that are made with
care and respect for the environment and for the people who make them. This
involves using natural, biodegradable materials such as organic cotton, linen,
and hemp, as well as recycled and upcycled fabrics. Slow fashion also supports
fair labor practices and aims to produce high-quality clothing that is designed
to last.
One example of the fast and slow fashion collision is at the headquarters of
Zara-owner Inditex in A Coruna, Spain. The growing demand for the clothing
industry to become more sustainable clashes with the constant need to drive
sales. However, Inditex is changing some of its processes to become more
sustainable.
To combat the negative impact of fast fashion on the environment and human
rights, there are several alternatives consumers can consider. These include
buying second hand clothing, purchasing from sustainable and ethical fashion
brands, and investing in higher quality clothing that is designed to last.
What’s more important,
high speed or sustainable
production?
Editorial
Editorial
3
EDITORIAL TEAM
Ms. Jigna Shah
Editor-in-chief
Mr. Hrushikesh Takbhate
Fashion Editor
Ms. Aakanksha Rane
Fashion Designer
Ms. Gargi Dandegaonkar
Editorial Assistant
Ms. Ramya Iyer
Trainee Editor
Mr. Asif Khan
Creative Designer
MARKETING AND
ADVERISING ENQUIRY
Mr. Mohammad Tanweer
Mob. 9167986305
E-mail: sales@textilevaluechain.com

The fashion industry in India is one of the fastest-growing in
the world, with a diverse range of styles and designs that reﬂect
the country’s rich cultural heritage. However, the production and
consumption of fashion in India, like in many other countries, come at
a signiﬁcant environmental and social cost. In recent years, there has
been increasing attention on the impact of fashion on the environment
and the need for a shift to sustainable fashion. This story explores
the concept of fast fashion and slow fashion and their impact on the
environment and society, with a particular focus on India.
Fast fashion refers to the production of low-quality clothing that
is designed to be quickly produced and consumed at low prices,
Cover Story
This story explores the
concept of fast fashion
and slow fashion and their
impact on the environment
and society, with a
particular focus on India.
Fashion:
Fast and Slow
in the Indian
Markets
4
Author: Mr. Hrushikesh Takbhate

often resulting in Over consumption and
a negative impact on the environment and
society. In contrast, slow fashion promotes the
use of sustainable materials and ethical practices
to create high-quality, durable clothing that
is designed to last longer and have a
minimal impact on the environment
and society.
The fashion industry is one of
the most polluting industries
in the world, with significant
environmental impacts in terms
of pollution, water use, carbon
emissions, and waste. The
production of clothing requires
vast amounts of water and energy,
with an estimated 10% of global
carbon emissions attributed
to the fashion industry. The
production of synthetic fibres
used in clothing also contributes
to microplastic pollution, which
has significant impacts on
the environment and human
health.
India has a vibrant and
diverse fashion industry,
with a rich history of textile
production and craftsmanship.
The industry is a significant
contributor to the country’s
economy, employing millions
of people and generating
significant export revenue.
However, the industry’s
growth has come at a significant
environmental and social cost, with
the adoption of fast fashion production and
consumption practices in recent years.
Fast fashion production practices have
significant environmental impacts, contributing
to water pollution, carbon emissions, and waste.
In contrast, slow fashion promotes sustainable
practices and the use of eco-friendly
materials, which have a minimal impact on
the environment.
Fast fashion production practices often
involve exploitative labour practices
and the use of harmful chemicals in
production, resulting in significant
social and environmental impacts.
Slow fashion, on the other hand,
promotes ethical and sustainable
production practices that prioritize
the welfare of workers and the
environment.
Fast fashion is usually more affordable
and accessible than slow fashion due
to the use of cheaper materials and
production practices. However, slow
fashion offers a range of benefits in
terms of quality, durability, and ethical
and sustainable practices, which can
justify higher prices and make it a
more attractive option for conscious
consumers.
As awareness of the environmental
and social impacts of fast fashion
grows, there is a significant potential for
a shift in consumer behaviour towards
more sustainable and ethical fashion
practices.
In recent years, there has been
a growing trend towards
sustainable fashion in
India, with brands adopting
eco-friendly production
methods and materials.
The popularity of organic
textiles is also on the
rise, with organic cotton
being the most famous
5

The popularity of
organic textiles is also
on the rise, with organic
cotton being the most
famous sustainable
textile in India.
Cover Story
sustainable textile in India.
To be considered sustainable, a
brand should not only focus on
using eco-friendly materials but also
prioritize sustainable production
practices, such as reducing water
usage and carbon emissions.
Additionally, a conscious brand
should use no or very few animal
products.
As consumers have become more
aware of their environmental
impact, sustainable fashion is
becoming more mainstream, and
many brands are recognizing the
need for sustainability and making
changes to their production methods
6

and materials. The COVID-19
pandemic has also accelerated the
shift towards digitalisation, which
has created new opportunities for
sustainable fashion brands.
Moreover, sustainable brands have
been found to be more successful
in recent years, with companies
that prioritize sustainability
outperforming their competitors.
Even the Indian government is
promoting sustainable clothing,
with Prime Minister Narendra
Modi wearing a blue vest made
of recycled plastic bottles to make
sustainable clothing a conscious
choice in everyday life. 
7

8
8
What’s New?
Denim Maxi Skirt
Author: Ms. Aakanksha Rane
Trends
followed
by fashion
influencers

9
9
Sheer Blouses
Sheer Blouses
Waistecoat
Sheer Top

10
What’s New?
10
Cargo
Cargo Pants
Summer
Fashion
10

11
11
Cargo Pants
Summer
Fashion
11

Getting to Know:
An Interaction with
Sadhvi Dang
12
Author: By TVC Team

Please tell us about your journey from the Pearl
Academy to Naba, Milan?
The graduation programme at Pearl Academy was
quite enriching in shaping my vision and skills as
a professional fashion designer. The knowledge I
assimilated during those four years at the university
led me to an amazing opportunity to exhibit my
talent before the world. Moreover, the institution has
blessed me with ample networking opportunities, and
as a Pearl alumna, I was selected to showcase my
designs at Naba, Milan. My collection at Milan was a
contemporary take on the ancient Indian art of basket
weaving.
How was your experience while working on the sets
of ‘Padmawat’, and what kind of research did you do
before designing the armors?
The time spent on the sets of Padmavat is still a great
source of motivation for me. Each day was loaded with
passion and unexhausted energy; hardworking days
that extended late into the night. It was a wonderful
platform where I could demonstrate my talent and
skills besides gaining exposure to the star-studded
industry. Despite hectic work schedules, both people
and the environment complimented my creative
thinking. Simultaneously, I was fully prepared to
learn from the best. While working on this project,
I went through a plethora of Indian period wartime
costumes that inspired me to come up with a relatively
modern version of armor for the movie.
What motivated you to start your own label?
A couple of factors stimulated me to come up with
my label Sadhvi Dang. Firstly, the internships under
Indian designers kindled my love for Indian attires
and inspired me to play with fabrics and motifs. Also,
working with ‘The V Renaissance’ gifted me with
experience in business logistics.
What is your design process? What inspires your
designs?
I derive my inspiration majorly from flora and fauna.
Mostofthemotifsinmycollectionselegantlyrepresent
the beauty of nature, which is always mesmeric and
ever intriguing.
Areyouplanningtodotie-upswithmajorcorporations
in the near future?
It all depends on the demands of a project and how
much liberty I am receiving while pursuing my plans.
If given such an opportunity where I would be allowed
to take charge, then definitely, I would love to accept
it.
What is your take on digital fashion?
In the current world where everything is going digital,
it’s fascinating to see fashion escalate to the online
world. As a medium, digital technologies can give a
great boost to the industry, but I am a bit skeptical
about its role as a creator because creativity cannot
reach its culmination without human feed.
What is your message to the budding fashion
designers who want to make their name in the fashion
world like you?
The best message to share with aspiring fashionistas
is to identify their unique individual style and bring
it to the world to admire. Nurture your originality,
groom your skills, and have the patience to materialize
things. 
I derive my inspiration majorly from
flora and fauna. Most of the motifs
in my collections elegantly represent
the beauty of nature, which is always
mesmeric and ever intriguing.
13

Experience the
‘Kaftan’ journey with
Prakruti Gupta Rao
Can you tell us more about The Kaftan Company?
The Kaftan Company is a leading Indian brand
that designs and creates Kaftans. We offer diverse
innovative loungewear, sleepwear, and kaftans for
every occasion. Since its inception in 2016, The
Kaftan Company has expanded to loungewear,
maternity wear, kids’ kaftans, and even a range of
loungewear for men apart from traditional kaftans.
What was the motivation behind starting the brand?
What challenges did you face while starting out?
Kaftans have always been a favourite of royals
and celebrities for a long time, given how graceful,
comfortable, and stylish they are. When I was
undergoing cancer treatment, I always looked to
wear loose, comfortable clothes. However, there were
no such options to choose from, and the ease that
kaftans offered encouraged my husband and me to
start a brand that would be dedicated solely to this
garment.
The first three years were challenging as people
needed help understanding the product. Some people
even related to it as something grand moms wore
at night. Also, people do not attribute nightwear
as something that needs to look good. However,
nightwear could also be interesting, so we started a
vibrant digital print for the category, which made us
14
Author: By TVC Team

stand out in the market and amongst our
competition. Since then, there has been
no looking back.
What are your goals for the future?
At The Kaftan Company, we regularly
introduce new designs and have
expanded our presence in the domestic
and international markets through
e-commerce channels. We have also
introduced various product categories
such as kaftan pants, maternity, kids,
and menswear. Our team is also steadily
growing in sync with the rise in demand
after the pandemic. Currently, we have
more than 500 SKUs, and the numbers
will keep increasing as we progress.
Why did you approach the online only
platforms? Are there any plans for
opening brick and mortar stores?
We started as an online brand and
launched the product line on our website
and other online shopping portals like Ajio, Jabong, Amazon,
Myntra, Zivame, First Cry, etc. We are now available via most
major fashion e-retail channels. We are also tying up with large
format stores to increase our physical presence nationwide.
What are your thoughts about the trend of Kaftan top? And are
you planning to add more products on the store?
Kaftans, as a top, catches a lot of attention and eyeballs. They
can be paired with formal pants or leggings. They go well with
everything. Also, this is one style that works for any body type.
Due to this massive demand for tops, we launch new styles and
patterns every month. 
Kaftans, as a top,
catches a lot of attention
and eyeballs. They can
be paired with formal
pants or leggings. They
go well with everything.
15

Women’sDaySpecial
The Paithani Saree is one of the most royal sarees of India. These
six yards of traditionally woven elegance, come with exquisite
Zari borders, intricate designs and complementary motifs that
highlight the cultural heritage of Maharashtra, the origins of
Paithani. The Paithani sarees are woven prominently in Paithan
and other parts of Maharashtra, like the towns of Yeola, Pune,
Nashik and Malegaon.
These Sarees were earlier woven using handlooms for the queens
and other royalties. However, now they are mass produced on a
larger scale and are one of the most popular choices of brides to
be worn on their wedding day! Paithani Sarees are now available
all over India and have become quite popular internationally as
well, with many celebrities draping the Paithani on prominent
occasions.
The Paithani, when woven traditionally, consists of the body made
of pure silk and the borders made of gold and silver zari. Earlier,
these sarees used to have a plain body and a large pallu and heavy
border. With time there has been the addition of numerous motifs
to the saree. The most commonly used motif on the Paithani is the
peacock, locally known as ‘Bangadi Mor’. Other motifs that are
woven in the saree include the lotus flower, swan, coins, flowering
vine, stars, circles, clusters of leaves and geometric shapes. The
The Queen of
Sarees, Paithani-
The Current
Scenario
The Paithani ,when
woven traditionally,
consists of the body
made of pure silk and
the borders made of gold
and silver zari .Earlier,
these sarees used to have
a plain body and a large
pallu and heavy border.
16
Author: Ms. Gargi Dandegaonkar

Paithani sarees are woven in various colours,
either of pure colours or blended yarns.
The Paithani is unique in its own sense
and style of weaving. It resembles the
Gara embroidery and leaves no threads
hanging. All the yarns are sealed off
completely, giving no chances of
entanglement. The main body of the
saree is woven on hand loom, while the
border and the pallu is woven using the
tapestry weaving technique. Earlier, silk
was used in weft designs as well as in the
borders and cotton was used in the body.
Over time, Paithani has evolved into a silk
saree completely, with no traces of cotton.
There are three types of silk threads
that are commonly used in the Paithani
saree: the Charkha, (widely used,
comparatively cheaper); Ciddle-Gatta
(fine quality silk, thin shear, shiny,
smooth and even); and China Silk
(very expensive).
Depending on the details and
intricacy of the saree, it can take from
somewhere around six months to two years to
weave a Paithani saree. The trend of Paithani
can also be seen in dress materials, scarves
and other household items as the weavers
are keen to enter into a diversified market.
Today, the market is flooded with fake
power loom Paithanis. These are easier
andfastertomanufacture.EachPaithani
takes five to six hours to manufacture.
The designs are fed into a computer
and the power loom has the
capability to duplicate designs.
These Paithanis, due to their
ease of manufacture, are priced
competitively and range from
Rs. 2000 to Rs. 10,000.
Another cheaper Paithani
is the Yeola Paithani
which is done on a
Kadhiyal loom
and is also
faster to
17

weave. The original Paithan Paithani is a GI product and
henceisprotectedundertheTheGeographicalIndications
of Goods (Registration & Protection) Act, 1999 and the
Geographical Indications of Goods (Registration and
Protection) Rules, 2002 (Mathew 2009). But, due to
lack of awareness of the defining points of a Paithani,
customers today are not aware of the finer points of the
Paithani and hence are easily duped by shops. A quick
customer survey showed that in traditional saree shops
that are patronised by families for generations, a power
loom Paithani is often sold at the cost of a handloom
Paithani as the customers are not aware of the original
product and trust the shop owner. Even in Paithan, several
shops can be found which promise a Paithani at prices as
low as Rs. 500 to Rs. 2000.
It is to be noted that, a real Paithani has several distinctive
signs to identify it as a handloom Paithani from Paithan,
including observing the motifs closely, examining the
cloth and zari, looking for faults and warps in the saree,
etc. No two Paithani sarees are exactly the same as each
saree is woven individually and has different and unique
motifs. However, power loom sarees tend to be similar
and cater to a larger set in terms of motifs, colours and
arrangements.
The issues thus faced by handloom sarees are that
since the price is very high, there is a lesser demand for
authentic handloom Paithanis. The demand for sarees too
has reduced as women today prefer having something
easy to manage and maintain.
The weaver’s community is shrinking as well and it is
harder to find traditional weavers or weavers having
complete knowledge of the techniques. As the process of
weavingisslowandtedious,theyoungercommunitydoes
not prefer doing the traditional jobs and are migrating
towards the cities. This has caused loss of traditional
knowledge systems of weaving. Certain institutions
18

and the Textile Ministry are, however, taking steps to
counter loss of weavers and hold training programmes
for new weavers. The Mahratta Paithani Center trains
women from the Sali, Koshti and Momin communities
in preparing the loom and weaving. This has caused a
shift in the demography of weavers in Paithan from a
male-centric occupation to a female-centric one.
The Paithani Weavers Association has also diversified
their range of products into throws, covers, fabric pouches
and salwar suits to adjust to the changing markets. While
the Paithani saree remains a choice for brides across
Maharashtra, the demand for other products has also
risen. However, there is a need for professional designers
to create a market for the fabric of the Paithani and
create products to suit the current trends while retaining
the traditional techniques, motifs and colours as well as
reviving the organic methods of dyeing and preparing the
silk.
There is also a need to create some awareness about
these Paithani sarees amongst the customers and the
shop owners as well. Awareness of the GI, Silkmark
and Handloom Mark must also be increased among the
general public and the customer must ensure that the
Paithani they are buying contains all three tags. 
19

Revolutionizing the trade
of Fashion: interaction with
Mr. Rahul Mehta
Please tell us about yourself and the journey of
CMAI?
My journey with CMAI started in the mid-80’s, when
Mr. Bangera, Ramesh Hingorani, and Kishor Asar
approached me to be part of the CMAI activities.
CMAI has had a unique feature of being perhaps the
only Association which represents both the Export as
well as the Domestic Sectors. And perhaps they felt
I was an appropriate candidate, since I handled the
Domestic business of an otherwise Export oriented
Group of Companies. I was hence catapulted as
the Hon. Secretary in my first year itself. I had the
privilege of working with the likes of Parsubhai
Amersey, Shantilal Shah, and Kantibhai Doshi – all
giants in their own right.
However, over the years, CMAI has tended to focus
primarily on the Domestic Sector, and both the
Government as well as Industry has acknowledged
Interview
20
Author: By TVC Team

CMAI as the Association representing the Domestic
Sector. It has been a matter of some satisfaction that
there is hardly a forum or a discussion impacting the
Domestic Sector in which CMAI is not approached by
the Government to represent the Sector’s views.
On the personal front, and thanks to the persuasion of
my colleagues, I have had the dubious honor to be the
CMAI’s President for a straight 13 years, apart from
an earlier stint of 2 years – totaling 15 years in all. I
say dubious because having such long tenures is not
really in the best interests of an Organization – and I
plead guilty for this transgression!
Be as it may, I have had the satisfaction of overseeing
a metamorphosis of CMAI – from being just an
organizer of Garment Fairs to being the melting pot
of innovative ideas, an incredible range of services to
our Members, and being the prime mover of change,
evolution, and progress in the Domestic Sector.
Today, CMAI has expanded its range of services to
organizing the largest Supply Chain Fair – the FAB
SHOW (Fabrics, Accessories, & Beyond), introducing
for the first time a VENDOR SOURCING FAIR (VSF),
the Fair which promotes manufacturers who wish
to focus on Manufacturing and not keen to market
their own Brands, organizing the NORTH INDIA
GARMENT FAIR – probably the first such Fair being
held in Delhi organized by an Association, and taking
Indian Brands Global by organizing the BRANDS OF
INDIA SHOW in Dubai in November this year.
Apart from these newer and innovative formats of
Trade Fairs, CMAI runs the Industry’s largest and
most successful Dispute Resolution process with its
21

Conciliation and Arbitration Cells. Its CAPACITY
BAZAAR, KNOW YOUR MEMBERS, SU.RE
(Sustainable Resolution – a getting together of the
top Brands and Retailers to work towards a more
Sustainable Textile Industry), and MEMBERSHIP
CARD with attractive tie-ups with several Brands are
other unique services which CMAI has introduced
and continue to introduce over the years. An
extremely important contribution of CMAI which will
be unveiled in the coming month is its joint project
with NIFT and the Ministry of Textiles to launch the
INDIA SIZE – which promises to drastically reduce
wastage and dead inventory in the system by having
a Standard Sizing structure for Garments. CMAI has
also trained over 45,000 operators under the ISDS
Scheme of the Government, though our Apparel
Training Centre (ATC).
So, as you can see, it has been an exciting journey for
CMAI so far, which only promises to be even more so
in the coming years. I can only be thankful and proud
for the opportunity to be associated with this journey
for more than 25 years.
What are the objectives behind the CMAI’s three
exhibitions namely ‘National Garment Fair’,
‘Fabrics, Accessories & Beyond Show’ and ‘Vendor
Sourcing Fair’?
As the names suggest, all the 3 Formats have their
unique and individual goals and objectives.
The National Garment Fair, or the NGF as it is so
popularly known, is the ideal platform for those
Manufacturers who supply their Brands to the Indian
Retail Market – whether it be the MBO segment of
the LFS segment. Most of these Brands are National
in their distribution, or have National aspirations. Of
course, new Brands being launched find it the most
economical and powerful platform to be introduced
to the crème de la crème of Indian Retail.
The FAB Show, or the FABRICS, ACCESSORIES &
BEYOND Show, is a complete Supply Chain Fair,
which has the entire Supply Chain exhibiting their
products to the visiting Garment Manufacturers,
Brands, Exporters, as well as E-Commerce players.
The Fabric section in this Fair is understandably the
major section, with suppliers from all over India,
especially from Ahmedabad, Surat, Rajasthan, Delhi,
UP, exhibiting their product ranges.
The VENDOR SOURCING FAIR (VSF) is the unique
new format introduced by CMAI which promotes
those Manufacturers who are not keen to market their
own Brands, but would prefer to manufacturer for
larger Brands and Manufacturers under the Buyer’s
labels.
Interview
22

How’s your experience been while hosting such grand
events?
Organizing such Mega Events is a massive challenge
– both in terms of Planning as well as Execution.
Participants, big and small, have their own demands,
and expectations – and meeting them is a huge
task. One can only salute the Committee Members
of the Fair Committee, the FAB Committee, and the
VSF Committee, who, in spite of being businessmen
themselves, often sacrifice their own interests to
ensure that the events are an unqualified success, and
both Participants and Visitors go back completely
satisfied. Whilst it is a complete Team effort, and
every one of the Committee members plays a sterling
role, the respective Chairmen, Rohit Munjal, Naveen
Sainani, and Mukesh Jain deserve a huge round of
applause for their outstanding contribution. The
CMAI Staff too, play a vital role in the organization,
and brilliantly led by our Executive Director Mohan
Sadhwani, they have risen to great heights to ensure
a flawless experience.
What are the average exhibitors and visitors you get
for the three massive exhibitions?
The NGFs see around 35,000 visitors in the Festive
edition and around 20,000 – 25,000 in the Summer
edition.
The FAB Show sees between 10,000 to 12,000 visitors
The VSF saw around 1200 Buyers.
What was the effect of COVID pandemic on the
exhibitions?
All Exhibitions, whether in India are across the Globe,
suffered during the pandemic – and CMAI Fairs were
no exception. However, I would be right in saying that
our NGFs were probably the least impacted by the
pandemic.
Apart from exhibitions, what other activities are
under CMAI’s name?
As already mentioned above, our Conciliation
and Arbitration activity, the India Size project, the
training of operators through our Apparel Training
Centre (ATC), our Capacity Bazaar, and the
ambitious SU.RE Project are amongst the many of
our activities. Of course, liaison and Advocacy with
the Government is one of our most critical activity.
What message would you give to exhibitors and
visitors who are planning to visit the next editions?
My simple message is no matter which Fair, do not
treat it as a mere buying and selling platform. Fairs
and Exhibitions are much more than that – they help
you build new relationships and maintain old, they
help in keeping a tab on what is new in the Industry,
of new players, new technologies, and provide an
opportunity to reconnect with your peers, colleagues,
and competitors. 
23

What inspired you to start Fashinza and how did you
come up with the idea for your business?
As a co-founder of Fashinza, I joined Pawan Gupta
and Abhishek Sharma with the vision to democratize
the fashion supply chain and make it faster, agile, and
sustainable using technology and machine learning.
We believe that technology has the power to transform
the way garments are designed and produced, and we
have a strong team of professionals with extensive
experience in fashion and technology to support our
mission.
The idea for Fashinza came about during a road
trip to Jaipur in 2019 when Pawan and Abhishek
learned about the impact of the fashion industry on
women’s employment. In a country known for its
low participation of women in employment, Jaipur’s
Indian ethnic apparel production industry not only
provided livelihood but also respect for the women
employed. This experience inspired us to reimagine
the fashion supply chain, making it work for the
artisans, women, and the planet to make the world a
better place.
With our combined expertise in technology and
fashion, we founded Fashinza, a cloud-based platform
that is transforming the fashion industry by digitizing
global supply chains and making sustainable sourcing
The Fashinza
Story with
Jamil Ahmad
Interview
24
Author: By TVC Team

easy and cost-effective for brands and every player
in the supply chain. Our goal is to make sustainable
sourcing accessible to every player in the fashion
supply chain while supporting the artisans, women,
and the planet.
Can you explain how Fashinza’s end-to-end support
system works, and how it helps to streamline the
apparel manufacturing process for global brands?
Fashinza offers comprehensive support to fashion
brands, starting from design to delivery, by leveraging
industry expertise, advanced technologies, and a
reliable network of suppliers and manufacturers.
The support begins by understanding the brand’s
requirements and providing data-driven design
solutions based on market insights and trend
forecasting. Fashinza works closely with the brand
to create CAD and tech packs, which are shared for
feedback and approval.
Once the design is finalized, Fashinza’s team of
experts creates samples and prototypes to ensure
feasibility for production. They also provide
recommendations on materials and trims to optimize
production efficiency and reduce costs. Fashinza
maintains transparency throughout the production
process by using advanced technologies such as AI
and ML to monitor the process and ensure quality
standards are met.
Fashinza collaborates with SMEs to ensure successful
order delivery, and their end-to-end support provides
global brands with a one-stop solution for all their
apparel manufacturing needs. By working with
Fashinza, brands can increase profitability and
efficiency while reducing costs in a competitive
marketplace. Finally, Fashinza takes care of logistics
and delivery, ensuring that the product is delivered to
the brand’s desired location on time and in optimal
condition.
How does Fashinza ensure transparency in its
production processes, and what measures do you
have in place to monitor these processes 24/7?
At Fashinza, we believe that transparency and
visibility are critical factors in developing a
sustainable and responsible supply chain. We ensure
transparency in our production processes through
accountability, which produces transparency, leading
to change. We align priorities between brand teams
25

and suppliers and turn data into action to monitor
and optimize our production processes.
To make our first-tier supply chain completely visible,
we list the sources of materials and products, telling
our customers about the people and communities that
make our products. We also regularly publish supply
chain and sustainable reports on our website, which
helps us stay accountable and transparent with our
customers. To monitor our production processes
24/7, we use technology to track each product, from
production to sale. There are now many software
programs and apps that can help you track your
supply chain, such as online tracking of shipments,
inventory levels, and stages of creation. We leverage
such technologies to monitor our production
processes in real-time and take corrective actions as
needed.
Can you discuss the role that technology plays in your
business, and how Fashinza is helping MSMEs to
scale with technological guidance?
Technology plays a crucial role in our business as
it enables us to streamline and automate various
processes across the fashion supply chain. Fashinza
is committed to providing technological guidance
to MSMEs to help them leverage the latest tools
and platforms for managing their operations more
efficiently. Our goal is to empower small and medium-
sized businesses with the tools they need to scale
their operations and compete with larger players in
the industry. We believe that by leveraging the latest
technologies, we can help MSMEs to become more
agile, efficient, and competitive in today’s fast-paced
business environment. Our platform provides real-
time visibility into every aspect of the supply chain,
enabling businesses to make data-driven decisions
and optimize their operations for maximum efficiency
and profitability.
How do you envision the future of the apparel
manufacturing industry, and how is Fashinza
positioning itself to stay ahead of industry trends?
We envision a future where the apparel manufacturing
industry will be increasingly driven by technology,
sustainability, and customization. At Fashinza, we are
constantly working at staying ahead of these industry
trends by investing in innovative technologies that
streamline the supply chain, reduce waste, and
Interview
26

improve the sustainability of the manufacturing
process. By leveraging our expertise and resources,
we are helping our customers to stay ahead of the
curve and capitalize on the opportunities presented
by these exciting new trends.
Can you speak to some of the challenges that Fashinza
has faced as a startup, and how you have overcome
these challenges to build a successful business?
As a startup, Fashinza has faced several challenges
that are common to any new business. One of the
biggest challenges we faced was building a talented
and motivated team with a diverse set of skills and
expertise. Attracting and retaining top talent was
crucialtooursuccess,andweaddressedthischallenge
by offering a culture of innovation, creativity, and
learning, coupled with competitive compensation
packages and employee benefits. Another was
developing and implementing a robust and reliable
technology infrastructure that could handle the
complexities of our platform. This was particularly
challenging since we wanted to build a platform
that could scale rapidly, handle large volumes of
data, and be resilient to cyber threats. To overcome
this challenge, we invested heavily in building a
robust technology infrastructure, hiring experienced
technology professionals, and leveraging the latest
cloud-based technologies. Another challenge was
developing and maintaining strong partnerships with
our suppliers and brands. This required building
trust and fostering open communication channels
to ensure that we were meeting our customer’s
needs and providing quality products and services.
We addressed this challenge by investing in strong
supplier relationships, providing ongoing support
and training to our suppliers, and implementing a
transparent and collaborative production process.
Finally, can you share any exciting developments or
upcoming projects that Fashinza has in store for the
future?
We are enhancing the agility of our platform
by streamlining the fashion supply chain, with
the ultimate goal of delivering better customer
satisfaction. Our approach is to prioritize design,
and leverage fast fashion using AI & Tech. Our
aim is to create a sustainable and completely
transparent fashion supply chain. To achieve this,
we’re employing high-quality app software to digitize
factories, minimize post-production delays, and
proactively address quality issues. Fashinza’s data
collection and delivery system not only significantly
increases efficiency and throughput but also reduces
waste, allowing manufacturers to achieve their
sustainability goals. 
27

Clothing, one of the basic needs of man, has
undergone a sea change in the past century. With the
inventions of synthetic fibers and a range of synthetic
dyes and speciality chemicals, clothing has evolved as
an engineered article. Special functional finishes are
achieved using a cocktail from over 8000+ chemicals.
The new clothing thus produced is fit for purpose.
With rapid increase in population in the last century the
demand increased exponentially too and the industry
spread across the world, taking production to new
emerging countries with low wages. The prices of articles
fell, making clothing very affordable. “Fast fashion” as
it is called today made clothing so cheap and trendy that
today, brands are introducing new styles every week.
Sustainability of such a “take, make and throw” model
Clothing
8 Billion :
Challenges to
People, Planet
& Profits
Author :Mr .Ulhas Nimkar,
Chairman ,NimkarTek Technical
Services Pvt .Ltd
Insights
28

is however being questioned today and material circularity is seen as
becoming the need of the hour.
Since the early 90’s the industry started realizing the harmful impact
of this unchecked growth. The wonder chemicals used to produce
special effects such as oil and water repellency left a trail of chemicals
everywhere. Today these fluoro carbon based chemicals called “forever
chemicals’ ‘ are not degrading and are ubiquitous, found in fresh rain ,
snow and even detected in animal and human tissues. Another challenge
is micro-fibres which are found today even in the human body and the
deepest parts of the ocean. How this will impact the humans & the
ecosystem will be a case for study in the coming years. Today more than
1000 substances are either restricted or banned in the textile leather and
footwear supply chain and we still have thousands of chemicals which
have not been studied completely. Finally last but not the least, very
little is understood about the final fate of everything we have produced.
What happens eventually in the landfill ?
REACH regulation from the EU prompted other countries to come up
with similar legislation. The Indian legislation draft is ready and waiting
to be implemented.
The UN today, has drafted 17 Sustainable Development Goals for our
planet, to which all countries are signatory. 
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30
KALA GHODA ART
FESTIVAL NIFT
MUMBAI
This world is a wonderful place bursting with
myriad colors, ideas, perspectives and faiths.
Whenever society has neglected or overlooked
any aspect, there has been disharmony.
Respecting, not necessarily agreeing, is
fundamental in keeping the fabric of society
healthy and vibrant.
The installations created by NIFT Mumbai, are
a group of six pie shaped structures that seem
like phases of a moon, brought down on earth.
The spiral formation is reminiscent of the tarpa
drawings in a Warli painting. The installations
are covered with mulls that breathe and bring
time alive. The dimensions of the pie shaped
structures are varying from heights of 14 feet to
6 feet.
Installations
Way ahead
Life is a journey with many bittersweet ups and
downs. As we cycle through life, our heart is the
compass that maps our life towards the paths we
choose. May each journey be navigated towards
joy, peace and bliss.
For the ﬁrst time, NIFT Mumbai
participates at Kala Ghoda Art
Festival
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31
Reflect
India›s handicrafts are the genesis of our rich culture.
“Reflect” shows how we may choose to create an
environment for our handicrafts to flourish. In this
installation, old crafts that would otherwise be shattered,
are translated into beautiful contemporary wear.
Waiting for Godot
We spend so much of our lives waiting for something
that has little chance of showing up. We sit in the waiting
room of our mind as time loses all meaning, and anxiety
distorts all perception. Does the wait ever end, or do we
need to take charge of our destiny, and stop waiting.
Hands with a Heart
Little do we know what it takes to create a fabric from
thin thread with two hands. To embellish them, to weave
them so beautifully, the artisan›s fingers are led by their
heart.
Breaking All Ceilings
The only limits that exist are within our minds. Breaking
open from the shells of comfort and conditioning, sets
one free to greater possibilities and lightness of being.
The installation “Breaking All Ceilings” talks about
self-examination and breaking free from self-inflicted
limits and motions.

32
Cover Story
Golden Grass
Whenever one is faced with questions whose answers are
hard to find, unfailingly the answers are found in nature.
In a world full of eco waste, plastic, textile waste we can
look back upon nature to find sustainable solutions. The
Sikki craft installation takes the audience into the past to
regulate a sustainable future and find solutions in nature
through art.
Performances
Sabrang
The facade of superiority that color, class, and caste
represented, results from antisocial standards. To make
colors proprietorial is absolutely unacceptable, which is
presented through a street play Sabrang.
Un-Shackle
Humans tend to get comfortable in their inertia and do
not notice if something pulls at their strings, until the
full force of it confronts them. We pull until we gain
awareness and courage to unshackle ourselves from
conditioning and limitations that we have caged ourselves
in. It›s never too late to unshackle ourselves from the
puppeteers who hold our strings and set ourselves free to
dance to the rhythm of life.
Insights

Un-Oppress
The oppressed are as guilty as the oppressor. History is witness to the cruelty of a powerful group over the weaker
sections. The power of the oppressor needs to be broken for all beings to be free and equal 
Un-Conflict
Disharmony and conflict arise from disrespect. The reality of conflict
is that innocent and common people become pawns in the play of
power and greed. If we agree to disagree and yet respect that people
are similar but not the same, that there is enough for everyone›s need
but not for everyone›s greed, then this world would be a peaceful place
to live in.
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Bangalore based Men-Centric brand founded by
Rohan Dungarwal in 2018 with the intention of
becoming India’s Aspirational Brand.
Dungarwal started his retail clothing business in
2009. While running his own manufacturing business
successfully he discovered the huge gap in the market
where every brand followed the same traditional style,
pattern, prints. That’s when he started his own brand
of snitch. It’s a B2B brand where they were selling to
retailers.
They were getting new styles daily in small quantities.
The scale was tremendous to them. But then the
pandemic hit in 2020. They had a lot of inventory.
That’s when they launched their own website Snitch.
Co.In. in July 2020.
On their website you will find a variety of shirts,
T-shirts, jackets, pants, denims & a lot more stuff.
Know What Make
Snitch Unique
Product Review
34
Author: Ms. Aakanksha Rane

Snitch is one of the first brands in India to launch Co-ord
set for men. Which is paired clothing. In shirts you can
see a variety of prints like Abstract, Motley, Bandana,
Attrayant, Jigsaw, Octet, Floral, embroidered, Sequence,
Different types of motifs, kalamkari etc.
There are hundreds of styles & patterns available on their
website. They have an awesome collection in co-ord set
also. Funky, attractive, colorful, vibrant print available in
co-ords. They are available in every category from basic
to extra-ordinary.
Snitch is fast fashion brand across the world compare to
any other fashion brand they have drawn flack for mass
producing clothes at relatively low prices capitalizing
on people’s need to be on trend always.They mostly use
cotton, linen, cotton+elastane, poly-cotton, satin, denim,
for their garments. They are also very playful with their
designs.
This frequently results in a cycle of “wear, change, and
discard,” rendering the paradigm unsustainable. By
utilizing a circular business model for fashion, Snitch
asserts that the company is operating in a sustainable
manner. Users can sell Snitch clothing they no longer
wear by submitting the specifics on the Snitch website.
The programmes are called “Relove” and “Resell,”
respectively.
“We used plant-based chemical washes first among D2C
brands. We use recycled paper for our garment tags and
cornstarch for our polybags. We use organic cotton and
recyclable plastic in large portions of our apparel. Not
just quick fashion, but the entire fashion sector, increases
greenhouse gas emissions. We are also attempting to
enhance the procedure for screening Snitch apparel that
is sold again on the website through relove,” he said in
one of his interviews. 
35

TENCEL™ branded fibres, produced by Lenzing, are
gaining popularity in the textile industry due to their
sustainability and low environmental impact. The fibres
are made from renewable raw materials, specifically
wood pulp from sustainably managed forests, and utilize
an eco-friendly production process that uses less water
and energy than traditional textile production methods.
The fibres are also biodegradable and compostable,
reducing their environmental impact even further.
TENCEL™ fibres are not only sustainable, but they also
offer numerous benefits to the wearer. The fibres are soft
and comfortable on the skin, have excellent moisture
management properties, and are highly durable. These
characteristics make them a popular choice for a range
of products, from fashion brands like Reformation, Zara,
and Mara Hoffman, to sportswear brand Patagonia ,and
bedding retailer Hoot.
Lenzing is committed to further reducing the
Lenzing‘s Carbon Zero TENCELTM
Fibres are Paving Way for Sustainability
36
Insights
Author: By TVC Team

environmental impact of its TENCEL™ fibres and
has set a goal of achieving zero carbon emissions
by 2050. In 2020, the company conducted a global
consumer perception survey that showed consumers
actively educate themselves on sustainability and look
for products with sustainable raw materials before
purchasing. Lenzing’s carbon-zero TENCEL™ fibres
with REFIBRA technology, which uses recycled cotton
scraps in the production process, provide even more
sustainable options from the beginning of the product
life cycle.
The TENCEL™ brand has also launched an e-commerce
platform that provides consumers with a trusted source to
make sustainable purchases conveniently. The platform,
managed by a fibre manufacturer, allows consumers to
make sustainable choices easily and quickly, further
supporting the goal of reducing the environmental impact
of the textile industry.
Fashion brands have a crucial role to play in the
sustainability journey of the textile industry, and
TENCEL™ branded fibres provide them with a
sustainable and eco-friendly option for their products.
With the adoption of TENCEL™ fibres by numerous
brandsintheindustry,stakeholdersandconsumersaround
the world can make a significant contribution to reducing
the environmental footprint of the textile industry. By
embracing sustainable materials like TENCEL™, brands
can take a step towards sustainability. 
37

38
As Managing Director, Niroj leads a global team that is responsible for
all aspects of CoreCarbonX business in the field of climate change and
sustainability advisory and asset management. CoreCarbonX also works
very closely with Farmers community to help them adopt sustainable crop
production and earn carbon revenue.
Niroj has over seventeen years of experience in developing and financing
projects in the field of climate change mitigation/adaptation, biodiversity
challenges, natural resource management, and renewable energy field.
Before his current position, Niroj was Associate Vice President at CantorCO2e
(BGC Environmental Brokerage Services, L.P.) managing the carbon business
for Southern India. Niroj has also held a variety of roles during the early stage
of the carbon market at running sales, account management, and delivery
functions at PricewaterhouseCoopers and NetPEM to name a few.
Climate Change in the Fashion Industry: Is
Sustainability a Benefitting Response?
Author:
Niroj Mohanty,
Managing Director and CEO,
CoreCarbonX Sols Pvt Ltd.
Insights

39
For the last few years, discussions about fast fashion
and its effect on the climate have been making the rounds
in various industry forums. Research shows that 25%
of people in developed countries are aware of how the
clothes they buy affect the climate. This has led to a rise
in the concept of thrift shopping, conscious clothing, and
industry realignment.
The global consumption of clothes is expected to increase
from 62 million metric tonnes in 2019 to 102 million
tonnes in 10 years, with the assumption that demographic
and lifestyle trends remain the same. Considering the
consumption growth, global organizations such as UNEP
and the Ellen MacArthur Foundation released a few
numbers, recently, to establish a clear understanding of
the environmental impact of the fashion industry:
 Fashion is responsible for 10% of the world’s carbon
emissions, which is more than international flights
and shipping put together. By 2030, the fashion
industry’s greenhouse gas emissions are expected to
rise by over 50%.
 The 93 billion cubic meters of water used annually by
the fashion industry are enough to supply five million
people with all their needs.
 Around 20% of all the wastewater in the world comes
from treating and dying fabrics.
 87% of all the fiber that goes into making clothes is
burned or dumped in landfills.
 Plastic microfibers, worth 50 billion plastic bottles,
are dumped into the ocean annually. Microfibers
cannot be removed from the water and can spread
through the food chain.
Exploiting consumer sentiments worsens the situation.
Greenwashing is the prevailing fashion issue. Research

suggests that nearly 4 out of 5 shoppers don’t trust
sustainability claims made by apparel brands.
Greenwashing in sustainable fashion often involves false
labelling. Brands sometimes use misleading terms such
as “eco-friendly” or “organic” without adhering to any
official standards or certifications, making it difficult for
consumers to distinguish between genuinely sustainable
products and those that are just using greenwashing
tactics.
Another common form of “greenwashing” in the
sustainable fashion industry is the focus on only one
aspect of sustainability, such as the use of recycled
materials, while ignoring other critical areas, such
as the working conditions of the employees and the
environmental impact of the production process.
The need for fashion industry reinvention
The apparel and fashion market is essential to economic
growth since it directly employs over 75 million people
across its value chain and has a global market value of
over USD 2.4 trillion. After the auto and IT sectors, it is
the third-largest manufacturing sector in the world.
The apparel manufacturers face a formidable challenge
in trying to grow their businesses without worsening
the environment, while also enhancing the working
conditions of the industry’s workforce and becoming
climate champions.
The UNFCCC Fashion Industry Charter for Climate
Action brought together garment industry stakeholders
in 2018. The Charter pledges 30% greenhouse gas
(GHG) emission reductions by 2030 (from a 2015
baseline) and net-zero emissions by 2050. To achieve the
2030 emission reduction goals, more than half a billion
tonnes of carbon dioxide must be reduced annually. Such
an ambitious goal requires structural changes in textile
and garment production, consumption, and employment.
To assess the carbon emissions and make informed
decisions, two standard approaches have been evolved
- Life cycle assessment (LCA) and Greenhouse Gas
Protocol accounting. A life cycle assessment (LCA)
calculates the carbon footprint, energy consumption,
and other environmental impacts in the “cradle to grave”
life cycle of a garment and aids decision-making in the
design process to use materials and processes with lower
environmental impact. Companies and organizations
measure their corporate-level emissions, including value
chains and operations, using the Greenhouse Gas (GHG)
Protocol.
LCA is used by researchers and global fashion
brands to quantify the textile and garment industry’s
environmental impacts and help choose eco-friendly
materials and processes. A garment’s cradle-to-grave
life cycle includes fiber cultivation, yarn production,
Insights
40

textile manufacturing (spinning, knitting, and dyeing),
garment assembly (cutting, sewing, and packaging),
use frequency, washing, drying, and ironing, and waste
disposal in landfills or recycling.
As per the studies carried out, the majority of the
environmental impact is from fiber production(19%),
followed by wet treatment -dyeing and finishing(16%),
use-phase laundry, fabric production, etc.
Energy consumption during garment life cycles
(Source: data from Sandin et al., 2019. From the
article “The need to decelerate fast fashion in a
hot climate - A global sustainability perspective on
the garment industry, February 2021, Journal of
Cleaner Production 295(11):126390; DOI:10.1016/j.
jclepro.2021.126390 )
Unlocking the potential of sustainable fashion by
adopting practices that matter
Sustainable fashion is the process of designing, making,
and selling clothes and accessories that are good for
the environment and people. One of the primary ways
sustainable fashion helps lower carbon footprints is by
reducing energy consumption during production. By
using renewable energy sources, such as solar and wind
power,sustainablefashionbrandscansignificantlyreduce
their reliance on fossil fuels and decrease the number of
greenhouse gases released into the atmosphere.
Wastereductionisanotherwaysustainablefashionlowers
carbon footprints. Fast fashion wastes a lot of clothes and
fabric, however, sustainable fashion emphasizes using
recycled materials and minimizing water and chemical
use in production. Brands may promote circularity -
refurbish, repair, and resell used clothing, reducing the
need for new clothing production and extending garment
life.
Animal leather, silk, synthetic materials and chemicals,
which can be harmful to the environment and
human health, are widely used in traditional textile
manufacturing processes. The textile industry has a
significant opportunity to improve its sustainability and
41

lower its carbon footprint by increasing the use of sustainable fabrics. The chart below shares the cradle-to-gate
environmental impact of the various materials used in the garment industry.
Source: ILO, Global Fashion Agenda, and Boston
Consulting Group 2017.
Environmentally friendly materials and fibers, such as
organic cotton, industrial hemp, and bamboo, are grown
without harmful chemicals and pesticides, leading to
a decrease in air and water pollution, and with the use
of eco-friendly manufacturing processes, such as water
conservation and renewable energy sources can lower the
carbon emissions of the fashion industry further.
CoreCarbonX has partnered withAlaknanda Ghati Shilpi
Federation (AAGAS Federation) on the Industrial Hemp
Cultivation project in the Central Himalayas for carbon
sequestration and economic sustainability.
Hemp is a highly sustainable fabric option that has gained
popularity in recent years due to numerous benefits it
offers to both consumers and the environment. Hemp
plants are naturally resistant to pests and do not require
the use of pesticides or herbicides, making them environ-
mentally friendly. Additionally, hemp requires less water
than other crops and can be grown without the need for
irrigation. The fibre produced from the hemp plant is
durable and can be used to create a wide range of clothing
and textile products. Hemp is also biodegradable, which
means that it can easily break down in the environment
without causing harm.
Lastly, to offset the residual carbon emissions, the
textile industry can invest in high-quality carbon credits
generated from nature-based projects like sustainable
agriculture, agroforestry, natural farming, etc.
In conclusion, adopting sustainable fashion is an
effective way to lower carbon footprint and create a more
sustainable future for the fashion industry. By reducing
Insights
42

energy and water consumption, lowering waste, using
eco-friendly fibres and materials, mitigating carbon
emissions during various processes and encouraging
circularity, sustainable fashion offers a solution to many
of the environmental and social challenges faced by the
fashion industry.
Sustainable fashion also needs more awareness so as to
encourage consumers to buy high-quality, long-lasting,
and eco-friendly clothes. This consumer behavior
change could reduce fast fashion demand and the fashion
industry’s carbon footprint.
Regulations, certifications, industry standards, and
technology can also play a huge role in preventing
greenwashing and bringing transparency to the entire
value chain. 
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44
Cover Story
The Fashion Industry has come a long way. Fashion is
often associated with the type of dress, kind of occasion.
But at the same time, people are judged terribly for their
fashion sense and their physique. In today’s time, dealing
with the top firms is a way to earn a turnover.
Shark Tank is an Indian Business TV show and a
franchise of the American show with the same name. It is
observed that before entering the store the average value
and the followers in the social media increases by at least
2000-5000. The sales increase by 5-10% if there is a deal
in the show.
Well, a lot of apparels and fashion brand owners think
that it is easy to make it to the shark and suddenly their
businesses will start blooming. A lot more is complicated
than that. In fact, it is more than difficult to note down
what all can be learnt from the fashion businesses. They
are :
1. Know the current fashion trends and also your
company’s numbers (turnover, profit and loss)
2. For pitching the ideas, one needs to be confident in
whatever is being said.
3. Before pitching, tell the journey of the company. The
accurate numbers and the over-exaggerated value will
backfire.
4. The main agenda behind asking for a deal should be
clear.
5. Commitment and seriousness should be necessarily
Marketing Genius
Author: Ms. Ramya Iyer
Shark Tank In The
Pool Of Fashion
Industry

45
there.
While watching Shark Tank, fashion is a tremendously
growing industry. Being a business owner, it is important
to know the profitable and the loss . The typical questions
asked are – How many sold in what period of time, cost
of selling, What is your best seller?, What will the money
be used for. Followed by which there will be an offer and
a counter offer.
One such show based on the dealings is Shark Tank where
companies can pitch about their respective businesses
and also about their sales. There are a number of fashion
brands that have pitched their ideas. Some managed
to crack the deal while some could not crack the deal.
Companies like Snitch, Angrakha, Girgit are some of the
brands which made it to the Shark tank and managed to
crack a huge deal.
The emergence of fashion over the past 30 years has
become a craze. People want to follow the latest trends.
The world has come a long way from Balloon blouse to
bell bottom to denims and jeans (also fusions). Recently,
some were even seen wearing bell bottoms which was a
sign of the revival of bell bottoms. Now too, people can
be seen following the trend everywhere.
In the fashion world, plus size clothing entered the market
with the “plus size store”. Compared to the 1st season,
the second season could witness more and more fashion
retailers. This in a way promotes the vocal for locals. The
first fashion brand to enter the Shark Tank Season 2 was
-Angarakha – a female clothing brand which sells plus
size clothing managed to bag a deal of 40 LAKHS FOR
10% EQUITY. Some of the brands in the clothing brand
in season 1 and 2 are as follows:
SEASON 1
Heart Up My Sleeves
Heart Up My Sleeves was founded by Riya Khattar. Heart Up My
Sleeves is a detachable sleeve which looks sleek and aesthetic. They
also include sleeves, capes and brooches. The target audience of Heart
Up My Sleeves is ladies aged between 18 and 33. The company started
with a $10,000 investment with 1500 daily visitors and a monthly sales
of Rs.6 to Rs.7 lakhs.
Tweeinone
Tweeione is a fashion brand where the
same dress can be worn in multiple
ways/styles. Tweeione was founded
by Niti Singhal in the year 2017 in
Mumbai. The startup made Rs. 8 lakhs
in 3 years. After 3 years, Tweeinone
generated a revenue of Rs.45 lakhs.
Tweeinone operates entirely through
their website. They have their social
media presence on Instagram. They
have their own mobile app. The net
worth of the company is Rs.4 crores.
Their ask was Rs. 30 lakhs for 7.5%
equity. They did not crack a deal in
the Shark Tank.

46
Bummer has its operations in India and Singapore. Bummer is a comfort wear brand which raised INR 75 Lakhs
on Shark Tank season 1. Bummer is an Ahmedabad-based innerwear company. They are focussed on delivering
eco-friendly, sustainable and high quality products. The company’s products are targeted at millennials and are
made exclusively from micromodal fibers—the softest material—with each pair weighing less than 60 gm, added
the statement.
BUMMER
FARDA- CUSTOMIZED
STREETWEAR
Farda was started by Chahat Pahuja and
Sanskar Mishra with a good knowledge of
fashion. Farda fashion promotes positive
vibes. Their collection includes clothes for
children and teenagers. Their final deal was
fixed at Rs.30 lakhs with 20% equity. Their
annual sales were 70% of their budget.
URBAN MONKEY
Urban Monkey is a start-up which was started in 2014
in Mumbai. Their net worth is Rs.100 crores.They are a
bootstrap company which had a sales turnover of 40% in
FY 21-22 Urban Monkey is a street wear cloth brand. It is
a streetwear brand for teenagers.
Marketing Genius

47
SEASON 2
VERY MUCH INDIAN PAITHANI
SAREES,- 50 LAKHS, 3% EQUITY
Very Much Indian was founded by Slony Gambhir in 2016.
They are specialized in Pure silks, cotton, cotton silks, linen,
Paithani, Maheshwari, Banarasi, Kalamkari and Maheshwari.
Very Much Indian is a premium saree brand that sells and
produces handmade sarees through their website. They sell
sarees across India, Myanmar, Malaysia, Cambodia and
Thailand. Their valuation is Rs. 16.67 crore. Their final deal
was fixed at Rs.50 lakhs for 10% equity
GIRGIT- CHANGING COLOR
CLOTHING- 20 LAKHS FOR 10% EQUITY
Girgit was founded by Benoy Shah and Pooja Bajaj Shah. Girigit is
a color changing garment store with more than 3000 products and
1800+ happy customers. Their lifetime sales is Rs.58 lakhs with a gross
margin of 79%. Their store is available in Whatsapp and Instagram.The
final deal was closed at Rs.20 lakhs with 20% equity with a valuation
of Rs.1 crore
FLATHEADS- SHOES/
APPARELS-75 LAKHS/3%
EQUITY-NO DEAL
Flatheads is a shoes/apparel brand founded by
Ganesh Balakrishnan and Utkarsh Biradar. Flatheads
are priced between Rs.1000-Rs.5000 per pair. They
sell sneakers made up of banana fibers. A revenue
of Rs.5.2 crore was gained in April 2021 with a
pre-valuation of Rs.28 crore from angry investors.
The founder rejected the only offer which was
offered. No deal was gained.

48
ANGRAKHA – CUSTOMIZED
CLOTHING-40 LAKHS FOR
10% EQUITY
Angrakha was founded by Asasna Riamei and
Vishakha Bhaskar. Angrakha is a plus-size clothing
brand which makes cool, trendy and fashionable
clothes. They have more than 5500 customers through
social media channels. They are only available only
through their website. Their sales of FY20-21 was
Rs.7 lakhs. Their one source of revenue is Facebook
ads. They have spent Rs.2.9 lakhs in marketing and
Rs.24 lakhs in sales. A deal of Rs.40 lakhs for 20%
equity was grabbed.
HOUSE OF CHIKANKARI-
75 LAKHS FOR 3.75%
EQUITY
House of Chikankari was started by a moth-
er-daughter duo a few years back. House of
Chikankari is an e-commerce platform. The
main aim is to provide the finest chikankari
to its customers. There are 15000+ customers
through their website. Their total sales last
year was Rs.33 Cr. They also deliver in the
UK, USA, Canada and Australia. The deal
was finalized for 75 lakhs for 3.75% of the
company’s equity
SAYONARA STYLE- CUSTOM MADE PETTICOATS- 1CR FOR 10%
EQUITY/NO DEAL
Sayonara style is a petticoat brand which was established by Sahil Shaha from Kolkata. Sayonara is a premium
and an innovative brand which aims to solve major problems of women while wearing a saree. Sayonara allows
a hand-free movement. The petticoats are available in both cotton and silk. The total valuation of the company is
Rs.10 crore. The sales is approximately 40% of the total sales. The company could not crack a deal.
Marketing Genius

49
CLOUD TAILORS
Cloud Tailor was founded by Rudra Praap,
Sushmitha Lakkakla and Mahesh Patel.
Their sales in the previous year was Rs.15
lakhs with a valuation of 10.2 crores.
Cloud Tailor is a customized tailor which is
done using the latest 3D technology. They
were not able to get the deal as there was
no offer and counter-offer made because
of the company looking scattered and
unorganized.
SNITCH – MEN’S CLOTHING- ALL SHARK DEAL
Snitch was established by Siddhart Dungrawal in 2012. Snitch is a men’s clothing brand. T-shirts, denims and
cohorts for men are their expertise. Their linen is completely made in India and it is a mass premium brand’s
company established in 2020. Till now, more than 2000 orders have been fulfilled/. Their vision is to make the
brand a global brand. Their conversion rate is 2.5-2.8%/ . Their last month’s sales was Rs.9 crores from their own
website (a gross margin of 42% with 48% in marketing, 28% in shopping cost and 10% in operating with 5% of
EBITA included). The company is entirely bootstrapped with a loan of Rs.4.5 crores. Snitch got an all shark deal
for Rs.1.5 crores at 1.5% equity of all the companies.

50
Febris Fashion was established by Dr. Vishal Bajaj and
Giridhar Bajaj. Their main aim is to make the brand- a
luxury brand. The clothing is made up of 5-layered
premium mask anti-microbial with febrics batches and
coloured hand enamel and gold metal polish.The total
valuation of the company is Rs.40 crore.The sals of
2021-2022 was Rs.1.07 crore . From 2022- till now the
sales were RS.70 lakhs. The net margin being 20%.Febris
Fashion is a clothing brand which makes outfits for hospital
staff and doctors. Till now, the company has managed to
successfully deliver its outfits to 10 companies. They got a
deal of Rs.1 crore for 2.5% equity of the company.
FEBRIS-FASHION
GAVIN PARIS
Gavin Paris was established in June 2022. It is a clothing brand which
sells oversized T-shirts through online mode. The T-shirts are available
for both girls and boys. Their profit percent is 19% with 60% savings.
Their target audience mainly are youngsters aged between 18 and 20.
The sales take place 90% of the time. The price of one t-shirt starts from
Rs.650. Their dispatch time is 24 hours. They couldn’t grab a deal at the
Shark Tank
Marketing Genius
FOREVER MODEST
Forever Modest was founded by Sana Farheen. They have a
good collection of scrunchies, co-ord sets and hijab collection.
Their profit last year was 40.68L. Their target audience are girls
and women aged between 15 and 35. The prices of their clothing
collection starts from Rs.599. Forever Modest aims to become a
multi-millionaire company in the future. Forever Modest cracked a
deal of Rs.20 lakhs for 20% equity.
Since the Shark Tank has come into the market, the
market value has increased by 3 times in both venture
and private equity investments in almost all the industries
in India alone in the year 2022. Before entering India, it
had a value in the international market where the Shark
Tank was capable of increasing the market by $11 billion
to $36 billion within a span of 2 years (2021-2021/2022).
The impact on fashion is quite low at a point of time but
will increase once the industry gets a boost.


51
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Digital fashion is the latest buzz in the fashion industry,
and the metaverse is a new dimension that has opened
up the possibility of wearing and buying digital clothes.
With the rise of virtual reality and augmented reality
technologies, fashion brands are now taking the next
step to bring their products into the virtual world. In this
article, we will explore the various aspects of digital
fashion and the metaverse.
One of the key features of the metaverse is the ability
to customize avatars and skins, which can be used in
various virtual worlds and games. In-game purchases of
skins and avatars are becoming increasingly popular, and
fashion brands are now jumping on the bandwagon to sell
digital clothes that can be worn by avatars. Brands like
Gucci, Prada, Louis Vuitton, and Chanel have already
started showcasing their collections in the metaverse, and
the trend is only set to grow.
In addition to selling digital clothes, brands are also
opening stores in the metaverse, which is a great way to
reach a wider audience. The metaverse allows for more
people to see and experience the brand in a virtual setting,
leading to increased brand awareness and engagement.
Brands like Nike and Adidas have already opened stores
in Decentraland, a decentralised virtual world, and more
are expected to follow suit in the coming years.
Moreover, the shopping experience in the metaverse
can be enhanced by incorporating augmented reality
technology. Shoppers can use their smartphones or AR
glasses to scan products and visualize how they would
look in real life.This technology can help customers make
informed decisions before making a purchase, leading to
a more satisfying shopping experience. The integration of
AR into the shopping experience is expected to become
more common as the metaverse continues to evolve.
Digital Fashion, Metaverse
and The Virtual Shopping
Experience
Marketing Genius
Author: By TVC Team
52

The metaverse is also a great opportunity
forbrandstoexperimentwithsustainable
fashion. Digital fashion is eco-friendly,
and brands can reduce their carbon
footprint by creating virtual clothing
that does not require materials or
production processes. Moreover,
blockchain-based solutions can
be used to address the issue of
counterfeit luxury products,
which is a major challenge for
the fashion industry.
Virtual shopping experience refers to
the use of digital technology, such as virtual
reality (VR) and augmented reality (AR), to
create an immersive and interactive shopping
experience for customers. The concept has gained
traction in recent years, with businesses and consumers
alike recognizing the benefits it offers.
One of the advantages of virtual shopping is its ability
to provide customers with convenience and flexibility.
Shoppers can browse and purchase products from the
comfort of their own homes, at any time of day or night.
This is especially beneficial during times of restricted
physical access, such as during the COVID-19 pandemic.
In addition to convenience, virtual shopping also
provides a more personalized experience for customers.
Retailers can use customer data to create custom
shopping experiences that are tailored to
each customer’s preferences and needs.
This can lead to increased customer
satisfaction and loyalty.
Moreover, virtual shopping enables
businesses to collect valuable customer
datathatcanbeusedtobetterunderstand
consumer behaviour patterns. By
analyzingthisdata,retailerscanmake
informed decisions about product
development, marketing strategies,
and inventory management, among
other things.
Virtual shopping can also reduce returns
andincreasesalesbyprovidingcustomers
with a more realistic experience of the
product before purchasing. By using VR or
AR technology, customers can see how a product will
look and feel before making a purchase, reducing the
likelihood of dissatisfaction and subsequent returns.
Virtual shopping provides a cost-effective solution for
businesses that want to showcase their products in a
physical space without the overhead costs associated with
traditional brick-and-mortar stores. Digital showrooms,
also known as virtual showrooms, allow businesses to
engage with customers and sell products through an online
platform, eliminating the need for a physical location and
physical samples to show new collections. 
53

Brand Stories
Hermes is known for its luxury products, especially
its iconic Birkin bags. However, the brand has also
played a signiﬁcant role in mainstreaming zippers in
fashion. According to, Whitcomb Judson invented
the clasp-locker in 1893, which was the precursor
to modern zippers. However, it was not until the
early 20th century that zippers started to be used in
fashion.
Hermes was one of the ﬁrst fashion brands to use
zippers in their products. The brand started to
incorporate zippers in their leather goods in the
1920s. At that time, zippers were not widely used
in fashion and were mainly used in functional items
such as boots and bags. Hermes, however, saw the
potential of zippers in fashion and started using them
in their leather jackets and handbags.
How Hermes
Mainstreamed
Zippers in Fashion
Author: By TVC Team
54

Hermes’s use of zippers in fashion
was a signiﬁcant step towards making
them a mainstream fashion accessory.
As the brand gained popularity, other
fashion designers started to incorporate
zippers into their designs as well.
Today, zippers are a ubiquitous part
of fashion, and it is hard to imagine
modern clothing without them.
Hermes played a crucial role in
mainstreaming zippers in fashion by
incorporating them into their products
in the early 20th century. Their use
of zippers in fashion paved the way
for other designers to follow suit and
helped to make zippers a ubiquitous
part of modern clothing.

55

Bernard Arnault is a French billionaire
and the current Chairman and CEO of the
multinational luxury goods conglomerate,
LVMH. He was born on March 5, 1949,
in Roubaix, France to a family with a
background in construction and luxury
goods sales. Arnault’s business acumen
and hands-on management style are
widely recognized, and he has been
credited with identifying and acquiring
successful luxury brands.
Arnault’s journey of acquiring Dior and
LV began in the 1980s when he acquired
the fashion house of Christian Dior
with the help of his father’s real estate
company. In 1985, he became the CEO
of the company and started transforming
it into a global luxury brand. He also
acquired other luxury brands like Céline,
Loewe, and Kenzo, and merged them
under the holding company, LVMH.
Under Arnault’s leadership, LVMH grew
into a multinational corporation with
over 70 brands of fashion, cosmetics,
and luxury drinks. Louis Vuitton, one of
the most famous brands under LVMH,
became the world’s most valuable luxury
brand underArnault’s leadership. In 2021,
LVMH acquired the American jeweler,
Tiffany & Co, for $15.8 billion.
Arnault has also been known for his
succession planning, which involves
grooming his children to take over his
empire.In2017,heappointedhisdaughter,
Delphine Arnault, as the Executive Vice
People of Fashion:
Wolf in Cashmere
People Of
Fashion
Arnault’s journey
of acquiring Dior
and LV began in
the 1980s when he
acquired the fashion
house of Christian
Dior with the help
of his father’s real
estate company.
Author: By TVC Team
56

President of Louis Vuitton, and in 2022, she became the
CEO of Christian Dior. Arnault’s son, Antoine, is also
involved in the family business and is the CEO of Berluti
and Chairman of Loro Piana.
Bernard Arnault is referred to as the “wolf in cashmere”
due to his reputation as a tough and aggressive
businessman in the luxury goods industry. Arnault’s
nickname is a reference to his calculated and sometimes
ruthless approach to acquisitions and takeovers, which
has been compared to the behavior of a predatory wolf.
Arnault’s reputation as a ﬁerce businessman dates
back to the 1980s when he took over struggling textile
company Boussac and turned it around with a series
of layoffs and restructuring. He later founded LVMH
(Louis Vuitton Moët Hennessy) with the goal of creating
a luxury goods empire, which he achieved through a
series of acquisitions of well-known brands. Arnault’s
approach to these acquisitions has been characterized
as aggressive and predatory, earning him the nickname
‘wolf in cashmere’.
Despitehisreputation,somecompanieshavesuccessfully
resisted Arnault’s takeover attempts, including the
Hermes dynasty. Arnault is acutely aware of the vulnera-
bilities that divisions can cause, and his calculated moves
have allowed him to achieve success in several takeover
battles.
As of February 2023, Arnault has a net worth of around
$220 billion, making him the richest person in the
world. He is known for his luxurious lifestyle and has
a 12-bedroom mansion worth over Rs. 1648 crore. He
also has a very smart family around him and is putting
them in positions to progress and be more relevant to the
business. 
57

Places Of Fashion
Mumbai’s
Art District:
Kala Ghoda
Author: By TVC Team
58

Mumbai’s Kala Ghoda is a hub for art, culture,
and heritage. The name Kala Ghoda literally means
Black Horse while Fort refers to Fort George, a
now-demolished British-era fort. This area boasts several
historic buildings that serve as a testament to the city’s
rich cultural heritage. Visitors can take a leisurely stroll
through the area, as it is pedestrian-friendly.
The district offers a wide range of restaurants that cater
to every taste. Food enthusiast will find plenty of options
to choose from. Kala Ghoda is also known for its cafes.
Every year in February, the Kala Ghoda Art Festival is
hosted in the area. The festival is a nine-day event that
spans 15 locations in the Kala Ghoda neighbourhood.
The festival celebrates the arts and allows artists to
showcase their talent to the world. Visitors can participate
in various activities such as film and music-related
events, workshops, and heritage walks. The Kala Ghoda
Arts Festival is one of the most awaited and celebrated
art festivals in Mumbai and attracts many tourists from
India and around the world.
The area is also home to many flagship stores of
renowned Indian fashion designers. Several notable
fashion designers have opened flagship stores in
Kala Ghoda in recent years, including Gaurav Gupta
and Anita Dongare. Noorie Sadarangani opened her
furniture and clothing store, Obataimu, in November
2013, and designer Masaba Gupta launched a joint store
with jewellery line Valliyan by Nitya Arora next door.
The neighbourhood’s unique blend of history, art, and
culture makes it an ideal location for fashion designers
to showcase their creations. 
59

60
Cover Story
Redefining the shopping
experience: The shifting retail
landscape for apparel and
luxury brands
Places Of
Fashion
Author: Mr. Deva Jyotula, Head KORUM Mall

61
Malls have long served as a centre for luxury brands,
providing an array of high-end luxury goods in a chic
setting. They are primarily a one stop shop for brands,
ensuring that the consumer gets the most out of their
shopping experience.
India is a dynamic market for the retail sector that has
undergone a paradigm shift recently and offers a wide
range of international and domestic luxury brands. Malls
are often massive, with floors dedicated to brands, giving
plenty of options to its customers to choose from.
Despiteitssizeandgrandeur,onecannotdismisstheriseof
e-commerce which has resulted to the changing landscape
in the buying patterns of consumers. Adapting to the
rise of e -commerce, malls are bringing in innovations,
offering its buyers a seamless and personalised shopping
experience that cannot be replicated online. Another
strategy that malls have introduced is the click and collect
service, which allows customers to shop for brands in the
comfort of their home, yet allowing them to experience
the luxury of shopping in a physical store. In light of
the COVID-19 outbreak, numerous fashion brands have
reviewed their strategies to increase footfall.
Technology, changing demographics, and shifting
consumer preferences have all led to a sea of change
in the retail industry, in addition to changes in buying
behaviours. Also, the younger generation, which
includes millennials and Gen Z, has different purchasing
habits than the generations before them. The demand for
eco-friendly fashion labels has increased as the younger
generation becomes more environmentally concerned
and looks for sustainable alternates, even in luxury
fashion. KORUM Mall’s dedication to sustainability
and eco friendliness is demonstrated by its support of
businesses that share these ideals, such as Fab India,
which is spread across 5,000 sq.ft provides a variety of
fashionable yet modern eco-friendly alternatives.
By providing customers with more than simply shopping,
malls are redefining what it means to go shopping.
They’re providing entertainment options. For instance, at
the mall, we host a range of leisure events like summer
boot camp, chess tournaments, karaoke and musical
nights, food festivals, and much more.
With customer desire for digital experiences,
sustainability, and with engaging retail experiences
driving new trends and offering new development
prospects, the year 2023 is most likely to witness
tremendous transformation in the retail sector, especially
for malls.
For many years, the retail and fashion industry has
prioritised sustainability, and in 2023, consumers will still

62
place a high value on it.Although consumers increasingly
want more from apparel brands than just sustainability,
this is still the case. They are looking for brands that are
agile and proactive in responding to trends and creating
engaging experiences. This has created an opportunity
for apparel businesses to differentiate themselves from
their competitors by going above and beyond what is
expected of them and finding innovative ways to capture
consumers’ attention.
In 2023, engaging retail experiences will be a major
trend and fashion brands are responding by creating
experiential retail spaces that offer unique and memorable
experiences, such as pop-up shops, immersive
installations, and interactive events.
Offering a diverse selection of stores and brands, from
high-end fashion and luxury brands to fast-fashion
retailers and local boutiques, is one of the primary
ways that KORUM Mall delivers an interesting retail
experience. There is something for everyone thanks to
the wide variety of stores, which also keeps shopping fun
and novel. Through its events and promotions, KORUM
Mall also delivers an exciting shopping experience. The
mall also hosts numerous events and cultural celebrations
all year long.
KORUM is renowned for offering a wide range of food,
entertainment, and shopping opportunities apart from a
large selection of brands. The mall has advanced up the
value chain, appealing to both the classes and masses. To
improve the retail experience for its customers, the mall
has undergone several changes. By increasing the number
of mid-level brands and value retailers in its retail mix,
KORUM Mall has expanded its customer base in one of
the most significant ways. The mall is currently a go-to
location for shopping in Thane thanks to its assortment
of fashion and lifestyle brands in varied categories.
Furthermore, the mall’s commitment to provide its
customers with a world class shopping experience can
be seen through its offerings, such as the 10,000 square
feet size Max brand that sells clothing, footwear, and
accessories for the complete family, have been introduced
at the mall. First Cry, one of Asia’s favourite baby and
children’s stores that carries more than 6,000 brands and
more than 2,000 unique products is available at the mall
as well. Distinct domestic brands at the mall include
Fab India, John Players, WYO’s Origin, D’Cot, which
is a comprehensive fashion house with the newest and
trendiest fashion apparels, among others.
Keeping in mind concept of “Fashion For All”, KORUM
also hosts brands like Reliance Fashion Factory,
spread across 10,000 sqft is uniquely positioned with
a differentiated assortment of highly fashionable
international and national brands at great prices. Catering
to all fashion needs under one roof, it is a one-stop
shopping destination offering ‘Brands for Less’, with
fashion 365 days, discounts ranging from 20% to 70%
on some of the best of brands in the category. Another
feather in the hat is the brand “Zudio” from the house of
Tata Trent, spread across 800 sqft which aims to provide
constant newness in fashion and offers a wide variety of
apparel, footwear, accessories and beauty products to a
large value-conscious yet fashion-forward audience.
In conclusion, sustainability, digital practices, curated
events will be key factors in the retail sector in 2023.
Prioritizing these trends and coming up with innovative
ways to set oneself apart from the competition will put
malls and brands in a strong position for future growth
and success. 
Places Of Fashion

63
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64
Cover Story
64
Sawai Fragrances, the leading manufacturer of
fragrance elements, launched its first D2C brand, Eze
fine perfumes amid much fanfare in Mumbai. The
brand has a rich legacy as a perfumer, manufacturer and
supplier of essential oils and fragrances to leading names
around the world. The homegrown Indian perfume
brand, which targets the new generation, marks Sawai’s
foray into the B2C space in the perfume industry under
its new marketing vertical, Incredible Indriya. The Eze
brand launch saw high-powered attendance from the
city, which included the who’s who from the world of
beauty and fashion. They were taken through the new
range of perfumes, The Eze musical, the campaign film,
a specially composed rap song and an enthralling dance
performance.
Eze takes its inspiration from an Igbo word in Nigeria,
which means ‘king’. The letter ‘e’ in the name inspires
the circular design of the bold-colored bottles with its
glass base and an ABS click-on cap. It comprises a range
of 8 fragrances – 3 for men, 3 for women and 2 in the
unisex category.
Mr. Pushkar Jain, CEO and Perfumer, Sawai Fragrances,
says “With a rich legacy of over 6 decades, Sawai
Fragrances has carved a niche for itself in the world of
perfumery as a designer manufacturer of essential
oils and fragrant elements. With our foray into the B2C
segment, Exe fine perfumes is a culmination of three
generations dedicating their lives to the development
of perfumes. As firm proponents of the Made in India
Sawai Fragrances forays into B2C segment
with the launch of its first perfume brand ‘Eze’
Brand Launch

65
65
initiative, we are giving the country its own home-grown
perfume brand. What fuels this passion is our aim to put
the country on the world map as a fragrance force to
reckon with”
He further adds, “At Eze, we don’t create fragrances just
to make you smell good. We fashion them to transform
your world. It’s not just a range of perfumes, it’s an
encounter that makes life more fun and exciting. It is
also the most intimate way of sharing a little bit of your
innermost thoughts and persona through a carefully
curated selection. The balance of these mild fragrances
does not aim to dominate, but ensure that your presence
is always felt through its lingering notes.”
Ms. Kanishka Jain, Director, Incredible Indriya,
says, “The Indian fragrance market is dominated by
deodorants, which helps mask body odour but are not
ideal for social occasions. This turned out to be a a great
opportunity, to introduce the young generation to an
exciting and proudly home-grown perfume that delivers
a world-class fragrance experience. We are confident that
Eze will resonate with our young audience and will be
savored as everyday wear.”
She further added, “Our perfumes have been curated
in such a way that it allows the young consumers to
make a signature statement about their unique persona,
to express their Eze, their distinct uniqueness as they
navigate through the many facets of their lives.”
The campaign for the new perfume brand is unique as
it features real-life heroes and achievers. The theme,
#ExpressYourEze that drives the campaign, taps into the
young generation’s need to express their individuality.
Eze Perfumes are available online on www.Ezeperfumes.
com, in e-marketplaces (Amazon, Flipkart) and soon in
stores. 

66
Insights
NIFT MUMBAI Convocation 2022 was held on Friday,
24th of February 2023, at NIFT Mumbai Kharghar
Campus. This year, 286 students (208 UG and 78 PG)
from the class of 2022 received Undergraduate and
Postgraduate Degrees from NIFT Mumbai. NIFT
Mumbai honoured students in four awards categories
conferred during the Convocation. These Awards were:
the NIFT Meritorious student Award, the Best Academic
Performance Award, the Extraordinary Service Award,
and the Student of the Year Award. Awardees received
Medals, Certificates Cash Prizes. From each
department, three awards were honoured to students for
the best Graduation Project/ Design Collection.Awardees
received Trophies and Certificates. Rolling Trophies
of the Meher Castelino Award for innovative garment
construction that sets the new trend and the Persis
Khambatta Award for excellence in accomplishment,
scholarship, character were given to award-winning
students from the Fashion Design department.
Chief Guest Shri. Piyush Goyal, Honourable Minister
of Commerce Industry, Consumer Affairs Food
Public Distribution and Textiles, Govt. of India,
inaugurated the formal function.
Campus Director Prof. Dr. Pawan Godiawala presented
the Annual Report 2021-22. In his welcome speech, he
mentioned that NIFT Mumbai continued to render its
pioneering and enterprising spirit despite the fleeting
certainty posed by the reality of Covid-19; and upheld
its position as one of the most sought-after colleges in
the world. The campus focused on creating alternative
learning models for online curriculum delivery and
capacity building of the faculty. It ensured its students
tided over the challenges imposed by the pandemic,
like lockdowns, social distancing, lack of in-class
interactions, and medical risks. It continued to develop
industry linkages.
Shri. Rohit Kansal, IAS, Director General, NIFT,
congratulated all the graduating students and mentioned
NIFT Mumbai Convocation Ceremony:
A honour for Future Fashion Leaders

67
that this was a proud moment for the students and the
institute. He wished them a bright future and asked them
to maintain their links with their alma mater and return to
the institute as successful professionals in the industry to
guide another generation of young budding designers. He
advised them to be excellent human beings and excellent
Indians.
Guests of honour Smt. Rachna Shah, IAS Secretary
(Textiles), Ministry of Textiles Chairperson,
BOG-NIFT, mentioned to all graduating students that
they had the privilege of studying in one of the best and
globally acclaimed institutes. In her speech, she asked
graduating students to carry forward the rich heritage
of Indian textile tradition and make it stronger. She also
asked passing out students to be the ambassadors of a
deep and long tradition of Indian textiles considering
sustainability and digitization.
In his speech, Chief Guest Shri Piyush Goyal, Honourable
Minister of Commerce Industry, Consumer Affairs
Food Public Distribution and Textiles, Govt. of India,
stressed implementing a new-age culture in the institute.
He mentioned that we need to have holistic development
of the students. We should add value to our students and
prepare them for the world outside. He said, “Now that
this institution is 35 years old, it is time to give it a new
look and refurbishment so that the students can study in
a more exciting atmosphere”. To provide the opportunity
to more children, he mentioned that we should freeze the
fee structure for some time, expand scholarships, give
more options to underprivileged students for twinning
programs with FIT, and implement a simple, compressed
admission process in two rounds. He inspired students
to be trendsetters to implement innovative new ideas in
the system, contribute to nation-building, empower our
weavers and artisans, and make NIFT feel proud. He
motivated them to develop their position following a
unique path and stand out in the crowd.
In his concluding remarks, he mentioned, “ You are
fortunate to be embarking on this career in the Amrit
Kaal; your life will be like Amrit.”
The event witnessed total energy and enthusiasm among
graduating students, faculty, and officials. 

68
Cover Story

Fashion Value Chain- Jan-Feb 2023

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