Bringing global fashion to the Indian family at affordable price: Fozia Mubarak

Being one of the the oldest sectors in India, the textile industry has consistently grown over the past decade. The industry has contributed to 5 per cent of India’s gross domestic product (GDP) and it has also been one of the largest contributors to India’s export. In terms of fashion, many brands have matured the sales growth with the passage of time. These fashion brands have been customised to suit the varied style preferences of Indian customers.

Be it blogging, fashion week or brands adopting various styles of Indian consumers, the fashion industry in India has been expanding rapidly. Every now and then, new trends are introduced in the society. Oxolloxo is one such fashion label which comprises of different types of dresses. The chief focus of this brand is on plus sizes as they are often seen fitting themselves in large sized uncomfortable dresses.

In a candid conversation with Retailer Media, Fozia Mubarak, Founder, Oxolloxo shared her opinions about emerging fashion trendsin the country.. She also revealed the creative story about inception of her brand and discussed the secret of her success. Here is an excerpt of the conversation.

What is the creative story behind the name of your business?
Oxolloxo is fashion's first palindrome and its pronunciation can be played with. We wanted a name, which was unique and which stayed in the consumers' minds long after they had heard it.

How has been your journey so far? How have customers responded to your services?
The journey has been pretty educational and we have enjoyed every moment of it. We are proud to be among India's online premium brands which are global in sourcing designs from the International fashion destinations. Our wide array of clothing are available for women, men, kids, plus sizes and maternity and they have been very responsive through their queries, requests and appreciation.

What is the USP of your brand?
Bringing global fashion to the Indian family at affordable price! Our ranges have been picked from latest International fashion and runways of Paris, London, Milan and New York. There are no compromises on quality, designs or price.

What is the scope of your future expansion plans?
We have already opened an EBO and there are more coming up in couple of months. . We are also planning to spread through SIS model by getting associated with various LFS’s.

Do you think your startup has redefined fashion with its collection?
The Indian fashion context is so extensive and varied and our ranges cater to these. We are one of the few Indian brands to offer exclusive ranges in plus sizes and maternity, along with beachwear/resort wear. We will continue to give the Indian consumers across all tiers what they desire - better options, newer styles, latest International trends. 

What are the upcoming business models you intend to launch?
We are next rolling out our EBO’s and Shop in Shops. We are also considering franchise model.

Why did you choose only fashion portal? Why not any other models of retailing?
There are many stereotypical notions attached with the fashion world. Our vision is to break those biased body imaging and bring in the concept of “Every girl is beautiful” and “All shapes are good” That is why we have plus and maternity incorporated.

Is your target confined to Indian customers or expanded globally too?
We believe that India is a very fashion rich country with varied cultural and traditional fashions with their beautiful ramifications.

Presently, we ship PAN India and our plans are to expand at least to 3 more countries in the coming years.

Any special memory that you want to share with the readers?
The launch of Oxolloxo was one of the most special moments. It came with lot of challenges, aspirations and expectations.