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
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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.