Apparel August 2019 Apparel August 2019 issue | Page 106

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Read on about the brand in vogue...
ZOLA BY PRAGATI FASHIONS PVT. LTD
Establishing a womenswear brand that finds
acceptance among all economic classes is not
easy; having said that, the segment does promise
vast business opportunities.
When India saw the dawn of socioeconomic
change, a huge portion of the middle-class market
was on the verge of a boom too. India was getting
integrated with the global market not only in terms
of the economy but also in terms of a newer
sense of consciousness and attitudes with which
individuals sought a change in their lifestyles,
clothing being an important part of the same. Styles
in metros were no longer confined to metros; more
and more women began to join the workforce,
hence having a higher disposable income to spend
on clothing. India’s overall demographic advantage
had begun to be talked-about. The time was right
to find a position in the branded apparel market
with a label catering exclusively to women. Kirti
Shah, founder, Pragati Fashions Pvt. Ltd, leveraged
this very opportunity.
In keeping with this, Zola was launched in 1991,
and has established its reach across India, with
a more significant presence in the highly quality-
conscious market of Kerala.
“We had foreseen this change. We had
understood that the tastes of the middle class, too,
were going to undergo a significant change; that
the well-educated new generation might look for
bigger brands to patronise,” says Mr Shah.
As a result, Zola, today, boasts a wide repertoire
of womenswear such as kurtis, salwars, churidars,
jeans, gowns, midis, and a host of other ethnic and
Indo-Western pieces. By building a uniform brand
for all these variants, Zola has managed to garner a
greater recall value.
The brand aims to offer its customers
distinguished looks—be they in the casual, formal,
Western or ethnic realms. The brand crafts a variety
of garments for kids, too. Alongside this, it also
designs stylish and comfortable sleepwear for both
women and kids.
Today, Zola has established itself as a leading
womenswear brand across all economic groups. “It
is found to be one of the best brands that middle-
class buyers prefer. They seem to have immense
faith in the brand and feel proud of picking it up
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