While stylish Western attire is making inroads into cities across the country, Indian designers and manufacturers too are strategising their business model to establish bases overseas. And they are using cost effective model of online portal to make the Indian wear a rage abroad.
One such online company is Ethnic Crush.com, a one stop virtual shop for showcasing the best of Indian ethnic wear. It is offering a wide assortment of saris, available in cotton, Chanderi, silk and georgette, as well as salwar kameez in multiple designs and exquisite fabric. With roots based in Surat, it has direct access to the manufactures and suppliers, giving it an edge in pricing of products as well as the quality. “As Surat is the textiles hub, we get the best quality fabric on which we make our local designers, hailing from different parts of Gujarat, weave their designs. We aim to provide high quality saris, dresses and lehenga among other ethnic apparels by keeping in mind the accessibility factor and cost factor,” says Chintan Patel, Partner - Operations, EthnicCrush.
But to make a viable business model, the company has seen to it that the traditional dresses are priced at affordable range. Revealing his business plan, Chintan says, “We plan to cater to a large number of fashion-conscious consumers across the country and worldwide. Eventually, we want to create a brand that meets the expectations of consumers who are updated about the latest designs available globally and are on the lookout for economically priced quality products.”
At present, the company is getting buyers from the United States, Sri Lanka and West Asia. “With Id approaching, we are getting a number of enquiries on saris from Pakistan. This has not translated into business so far but we are getting orders from countries like Sri Lanka, the U.S. and West Asia. .”
Interestingly, the online company is also building a software which would enable consumers to wear the outfit through computer imagery and realise whether a particular dress is suitable for them or not.
