October 2019 Edition Apparel October 2019 issue | Page 89

ENTREPRENEUR SPEAK
textiles and carry the concept of ‘India Modern’
forward. Today, we are seeing contemporary cuts
in different fabrics make a great style statement.
HOW OFTEN DOES ANCESTRY LAUNCH
NEW COLLECTIONS?
We launch a new collection every fortnight
and sometimes, new styles are added to our
repertoire every month. We also focus on
crafting collections around festivals, and time our
launches accordingly. For instance, we launched
a collection around Durga Puja. Titled ‘Cinnabar’,
it characterises the progressive, empowering
spirit of today’s women.
HOW HAS WORKING WITH NATURAL
FABRICS BEEN LIKE?
With a commitment to ensure that we use only
nature-derived fabrics, it is essential that every
textile used by us not only provides the wearer
with innate comfort, but also delight in terms of
its touch, feel, and quality. And we do mention,
“IN AN INDUSTRY AS
COMPETITIVE AND EVER-
GROWING AS FASHION,
PRODUCT INNOVATION IS
PARAMOUNT.”
quite transparently, how such fabrics need to
be treated delicately post every purchase, so
the natural imperfections of handcrafted textiles
are retained and not misunderstood for flaws or
quality defects.
WHAT ARE SOME KEY ATTRIBUTES
THAT BRANDS NEED TO STAY ON TOP
OF THEIR GAME?
In an industry as competitive and ever-growing
as fashion, product innovation is paramount.
Continuous innovation, quality control, reinvention
of designs and techniques, competitive pricing,
technological intervention, and a distinguished
identity keep raising the progress curve of any
given brand.
WHAT IS NEXT ON THE CARDS FOR
ANCESTRY?
Ancestry will continue to grow steadily and
cautiously across offline and online formats, and
each point of sale will be judiciously selected.
In both physical and online spaces, the brand
will focus on company-operated properties and
assets. We are also always looking forward
to collaborating with like-minded brands,
organisations, and designers.
APPAREL
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October 2019
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87