Indian ethnic wear market has evolved like never before: Japji

In an exclusive interview with Japji Arora, Owner, Japji sheds light on the growth strategy of the brand.
“Indian ethnic wear market has evolved like never before”: Japji

Japji is a contemporary Indian wear label based out of Chandigarh is all set to launch in the country. Japji, has the most elegant and subtle Indian silhouettes that are beautiful in itself. Inspired from the royal heritage of our country, Japji has traditional ethnic garments with a modern touch. 

How the brand JAPJI get started? What was the rationale behind launching this brand?

I got the inspiration to start Japji from my mother. When I was a child I used to see my mother alter her old clothes according to new fashion to keep in touch with the trends. The inclination towards fashion started from childhood. As I grew older I wanted to create an identity for myself.

How do you see the ethnic wear market is growing in India? Do you think the consumption is increasing from young shoppers?

Our culture is very rich and vibrant and so we see the people in our country closely following and celebrating weddings and festivals, this keeps the ethnic wear market in India constantly changing and yet keeping its traditions and culture intact. 

Young shoppers are definitely increasing in todays day and age as the options available in ethnic wear have increased. Youngsters these days have so many options to choose from in terms of colours and styles that the Ethnic wear market has got a whole new set of customers. 

Brands such as BIBA, AND have done remarkable work in ethnic space. How are you looking to compete with these brands?

There is a vast variety of ethnic wear in the market and everyone wants to create a niche for themselves. Competition is not my agenda. I just want to create my own mark in the market and spread the love and passion that I have for designing through my clothes. I put my heart and soul in each piece I create and so my focus remains away from competition and more on my own creations. 

Also shed light on your distribution in online and offline space?

Since I just started, I am using my social media account on Instagram to for distribution. I have some multi-designer stores in the pipeline where I will be stocking my garments. 

What is the source of procuring raw materials? What are the challenges in procuring the same?

Anywhere I travel in India I like to collect it's speciality and do research on that piece and I try to inculcate it in my collection. 

I love to get the special weaving of each city. Our country is very rich in its organic fabrics and I like to use them in my collection. Usually I source my fabrics from the whole sale shops in the country. I also like to encourage artisans to do hand embroideries because I do not want our rich culture of hand weaving to diminish, like I said before as I put my heart and soul in every piece I make, I do not see any obstacle that comes in its way a challenge. Every challenge is a learning opportunity.

At last, kindly highlight your growth plans??

I aim to make Japji popular all over India. I want my designs to be placed in stores all over the country and build a niche in the ethnic wear market. 


Japji Arora