Apparel April 2019 Apparel May 2019 issue | Page 88

ENTREPRENEUR SPEAK Styling the Woman of Today Vidhi Dalal, Founder and Creative Director of B:kind, a Western fusion apparel brand, speaks to Apparel about how the brand has thrived in an increasingly competitive market while constantly delivering value to customers. Indian styles are undergoing a slow and steady transformation, as ethnic merges with Western, and what you see now is a magical fusion of the best of both worlds. With Western fusion clothing gaining a strong foothold in the Indian apparel retail market, B:kind, a brand that was founded by Vidhi Dalal in 2010, has emerged as one of the top players in this segment, catering especially to the new age woman. Founder and Creative Director Vidhi Dalal speaks to Apparel about her brand and its growth story. WHEN WAS YOUR BRAND LAUNCHED AND HOW HAS IT FARED SINCE THEN? B:kind is a lifestyle brand that deals in Western fusion clothing for women of all ages and sizes. Founded in 2010, my vision for the brand was to marry the modern Indian woman’s consumer needs with international trends and world-class 82 I APPAREL I May 2019 quality. Today, the brand aspires to create more than just a functional bond with its customer, rather, a deeper connect that spurts from the compassion and kindness the brand stands for. We are currently supplying to over 1,200 Multi Brand Outlets (MBOs) via a distribution channel with agents and distributors. We are also available at 30 Globus stores and one store in LuLu Mall, Kochi via Large Format Stores (LFS). Lastly, we are supplying to over 14 marketplaces in India and retailing through our very own e-commerce portal, www.bkind.in. WHICH SEGMENT DOES YOUR BRAND CATER TO? Today, our customers are all working women in the age group from 25-50. We cater to working women and to women who want to develop an individualistic style in fashion.