October 2019 Edition Apparel October 2019 issue | Page 87

ENTREPRENEUR SPEAK
Noida, Mumbai, Kolkata, Bengaluru, Goa and
Chennai, Ancestry has already earned much love
and accolades from new-age Indian women,
who seek contemporary style rooted in Indian
traditions. The idea was born out of the need to
offer the charm of Indian traditions to discerning
Indian consumers in a modern-day format, and at
affordable prices.
WHAT ARE THE KINDS OF GARMENTS
THAT ARE BEING RETAILED AT
THE STORE?
Ancestry is especially known for making Indian
craft easily accessible to women. The focus
of our clothing collections is comfort and
elegance. Each collection drop is made of
different silhouettes and design elements. Current
collections at the store include styles crafted
using jamdani fabrics, shibori techniques, and a
range of floral prints across dresses, jumpsuits,
dhoti pants, shirt dresses, and kurtas. We have
recently launched a collection titled ‘Kaziranga’,
inspired by the famed national park in the state of
Assam; the line features weaving techniques that
are unique to the state. However, the collection
celebrates something more special—the majestic
Indian rhinoceros.
“ANCESTRY IS ESPECIALLY KNOWN
FOR MAKING INDIAN CRAFT EASILY
ACCESSIBLE TO WOMEN.”
WHAT IS THE UNIQUE SELLING
PROPOSITION (USP) OF ANCESTRY’S
DESIGNS?
The label draws on India’s design heritage but
is also inspired by the new-age Indian woman
who is self-assured, professionally competent,
and curious to discover newer avenues. The
Ancestry Woman represents the evolving face
of contemporary India. She is curious about the
world and finds new paths to discover it. Despite
everything, she remains rooted and innately
Indian. She is driven by her cultural capital to
appreciate design and aesthetics. Our designs
are created for this very woman; we strive to
integrate homegrown weaves and craft forms
such as bagru and jamdani in our collections. We
believe this is the USP of our designs.
APPAREL
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