Apparel April 2019 Apparel May 2019 issue | Page 87

ENTREPRENEUR SPEAK
saris and lehengas that women are drooling
over. They want their quotes or the name of their
spouse embroidered on their bridal lehengas and
saris, thereby attaching sentiment to the garment.
HOW HAVE YOU CHANGED YOUR
SYSTEMS TO REFLECT THE IDEOLOGY
OF SUSTAINABLE CLOTHING
AND PROCESSES?
We ensure that the quality of the fabric is good,
all the material is responsibly sourced, and no
chemicals are used in designing clothes. Ethical
and fair trade practices are ensured throughout
the supply chain for high-level customer
satisfaction. Moreover, we strive to deliver to
customers ethnic dresses that are handcrafted.
We are focusing on networking with those
manufacturers and designers who make minimal
use of machinery and chemicals. Special care is
taken of environmental sustainability at ODHNI.
WHAT WOULD YOU SAY IS YOUR
STRONGEST USP?
Customer centricity is our strongest USP. We
treat customers like our own family and are
always eager to assist them. There have been
many cases where customers purchased
expensive dresses, and within five or six days
asked us for return due to a particular issue.
Understanding their problems, we accepted the
return at a big cost, but they are our people. We
had to help them. Also, we work hard to meet
their unique demands and satisfy them with the
quality of our dresses. All our activities revolve
around our customers and our ultimate goal is
to keep them happy. Another strength of ours is
a prolific range of women’s ethnic wear available
ETHICAL AND FAIR TRADE
PRACTICES ARE ENSURED
THROUGHOUT THE SUPPLY
CHAIN FOR HIGH-LEVEL
CUSTOMER SATISFACTION.
under one roof at a reasonable price, a world-
class set-up, and lively ambience.
PEOPLE SAY INDIAN ETHNIC WEAR
IS MAKING A COMEBACK. WHAT ARE
YOUR VIEWS ON IT?
Indian ethnic wear has always had a special
corner in the hearts of fashion-conscious women.
Western wear is known to be modern and classy,
but the elegance and charm of ethnic attire is
one of a kind. Today, even a 20-year-old girl loves
to wear a sari or a sharara on special occasions
because it is only ethnic wear that brings out the
true Indian beauty.
WHAT ARE YOUR PLANS FOR
THE FUTURE?
We have been strategising to diversify our
product portfolio to delight our customers in the
coming years. And as far as our retail presence
is concerned in the present fiscal year, we aim
to register 150 per cent growth. We are also
dedicatedly working towards achieving R1,000
crore turnover by 2025 with the opening of 30
new stores across India. Keeping up with the
accelerated digital sphere, our team is also
aiming at creating a niche audience base in global
markets through online shopping portals.
APPAREL
I
May 2019
I
81