Apparel September 2019 Apparel September 2019 issue | Page 63

DESIGNER SPOTLIGHT
HOW DIFFICULT OR EASY IS IT TO
CONVINCE THE CONSUMER TO
SWITCH TO HANDWOVEN AND
HANDMADE EXPERIENCES?
It has its own share of challenges. While some
customers understand the nature of handmade
products, we find it hard to make some
understand the non-uniformity of these products
and the reasons behind it. However, now we have
figured out a market for ourselves, where our
customers understand the beauty of handmade
products. We have combined handmade
processes with the latest fashion trends and
traditional Indian art to create products that are
able to command a premium from our customers.
HOW FAR HAVE YOU REACHED, AS FAR
AS THE MARKET IS CONCERNED?
The journey has only just begun. We feel that
the market is enormous, and there is enough in
the world for everyone to achieve. As we grow
more organised, we plan to keep exploring newer
markets and even tap global ones. Geography
is certainly not a constraint for us as we have a
pretty low product-return rate. The delivery fee,
too, is paid by the customers, so it does not
impact our margins.
WHAT MEASURES DO YOU TAKE TO
PROMOTE YOUR BRAND?
We promote our brand mostly through digital
media. We leverage modern digital advertising
platforms such as Instagram, Facebook, and our
dedicated website. A lot of our publicity has been
through online influencers and word-of-mouth.
We do not have a dedicated marketing budget
yet, as the idea is to leverage low-cost, high-
impact, and wide-reach mediums.
THE MARKET IS
ENORMOUS, AND THERE
IS ENOUGH IN THE
WORLD FOR EVERYONE
TO ACHIEVE.
We have clients across the United States (US),
Europe, Australia, and Southeast Asia. We have
particularly been receiving great response from
the US, the United Kingdom (UK), and Malaysia.
WHAT ARE THE FUTURE PLANS FOR
YOUR LABEL?
Our future plans are centred on the two key pillars
of our existence—to include more women in the
Tattva family, train them, and give them enough
opportunities to earn a respectable livelihood, and
to focus on creating biodegradable products to
make this a better place to live in for us and our
future generations.
A QUICK RAPID FIRE:
a. Your favourite fabric?
Linen
b. Sari, to you, is?
Versatile
c. Apparel, to you, is?
Second skin
d. What/who has been a constant
inspiration for you?
Nature and my family
e. Designing for you is?
Therapy
f. Style for you is?
Comfort
APPAREL
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