How Tata CLiQ Luxury is Redefining Indian Fashion with 'Indi Finds'

In a dynamic world of ever-evolving fashion trends and consumer preferences, Tata CLiQ Luxury, India's premier luxury platform, has embarked on an exciting journey with the launch of Indi Finds. This innovative endeavor is set to redefine the Indian fashion landscape, offering a unique blend of affordability, fashion-forward sensibilities, and sustainability.

Empowering Local Brands

The fashion landscape in India has undergone a remarkable transformation in recent years, driven by the emergence of home-grown brands that blend affordability, style, and sustainability. Indi Finds was conceived as a platform to empower these niche brands, providing them with a stage to flourish.

“Our vision with Indi Finds is to bridge the gap between accessible fashion-forward products and sustainable, locally crafted treasures. We aim to make these unique and meaningful pieces an integral part of daily wear, bringing forth a fusion of affordability, quality, and cultural richness,” said Gopal Asthana, CEO, Tata CLiQ.

A Diverse Assortment

Indi Finds boasts a collection with over 10,000 SKUs, encompassing women's apparel, men's apparel, and accessories. The assortment mirrors India's vibrant tapestry of festivals and celebrations, catering to the diverse preferences of consumers. For its inaugural edition, Indi Finds is focusing on festive ethnic wear for women, featuring a wide array of Suit Sets, Kurtas, and Sarees. As the seasons change, the platform will transition into a curated assortment of wedding and party wear, offering exclusive options for special occasions.

“We primarily target customers aged 25 and above who seek distinctive fashion choices that resonate with their personal style and values. This discerning audience values unique products at competitive price points. We aim to provide them with an exclusive shopping experience that combines tradition, contemporary aesthetics, and affordability,” stated Asthana.

The Growth of Indiluxe

Tata CLiQ Luxury's Indiluxe category/platform has experienced remarkable growth in recent years. This growth has been propelled by the rapid adoption of digital platforms by designers and brands that were previously predominantly focused on offline channels. Today, designers and brands are eager to tap into the expansive online customer base, resulting in the creation of diffusion lines and innovative offerings. Indiluxe, with its unique blend of top-tier designer brands from across the country and innovative curation such as Indi Finds, has played a pivotal role in fostering this upward momentum.

Beyond the apparel category, it has witnessed a surge in interest and growth in other segments, including home, footwear, and accessories. Each of these categories has been thoughtfully curated to complement the discerning tastes of our primary Indiluxe customers.

“Notably, when it comes to category growth, the Home category has witnessed exceptional growth, especially in the post-COVID era, as customers seek to create distinctive and beautiful identities for their living spaces. The fusion of top-notch design, quality craftsmanship, and a rich cultural tapestry has made Indiluxe a go-to destination for those looking to elevate their lifestyle with unique and exquisite products,” he explained.

Embracing Technology

To provide consumers with an immersive shopping experience, Tata CLiQ Luxury is leveraging technology to enhance browsing and discovery on the Indi Finds platform. Features such as storytelling, assortment showcases, and curated collections are being employed to engage users and make their shopping journey delightful.

Digital-First Marketing

The target audience for Tata CLiQ Luxury is very niche, i.e., the top 2-3 percent of the pyramid. It caters to a discerning and fashion-forward audience segment that is digitally savvy. Since Indi Finds is an online store, the brand is deploying digital-first marketing strategies to drive traffic and discoverability of the store. The Indi Finds store has been launched to provide a platform for women consumers to discover contemporary homegrown brands and elevate their shopping experience by featuring occasion-based curations to make the exploration of these brands a delightful experience. Hence, it is also targeting affluent women consumers via display and search campaigns to drive discoverability for the store.

“In addition to this, we do have an interesting line-up of conversations with content creators and tastemakers to drive visibility for the brand along with editorial content that draws attention to various craft forms that can be discovered at the store,” noted Asthana.

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Future Growth and Festive Plans

Tata CLiQ Luxury's vision extends beyond fashion. The platform aims to become a luxury lifestyle destination that caters to diverse lifestyles, interests, and passions. Expansion of categories and onboarding of new brands are part of the growth plan. As the festive season approaches, Indi Finds will curate collections that align with the celebratory spirit, making festive shopping a joyful experience akin to visiting a beautifully merchandised boutique.

“As the brand continues to grow and innovate, we promise to be a name synonymous with accessible luxury and sustainable fashion, celebrating the beauty of Indian craftsmanship and heritage,” he added.