A Marriage of Indian fashion and cinema

An ethnic ensemble is an integral part of women’s wardrobe, whether they are college students, professionals, models or homemakers, and the emphasis is on going beyond the ordinary. And, in order for fashion to be sustainable, whether global or ethnic, it has to be reinvented periodically.

The ethnic wear segment with annual sales of Rs. 56,800 crore has been dominated by ordinary and predictable ethnic fashion brands or designer labels with high-end luxury offerings. However,  there has been very little focus to cater to consumers, who want ethnic wear products, but with a hint of difference.

It was Sanya Dhir, 27 years, who recognised this ‘gap’ in the mass versus designer segment while she was engaged in her family business at the Delhi-based Karol Bagh Saree
House (KBSH). The perfect opportunity for Dhir arose when the iconic production house, YRF (Yash Raj Films) and KBSH Private Limited partnered to launch a cinema-inspired fashion brand, Diva’ni, last year.

YRF has been the forerunner in styling the beautiful actresses of Indian cinema, while Dhir leveraged her experience in fashion marketing and a desire to revive lost Indian crafts.

The brand Diva’ni is positioned as a premium to luxury brand and has quickly gained acceptance amongst women in different segments ranging between 25 to 45 years.

Loyalty of young women consumers

Sanya Dhir, Brand Director, Diva’ni, had started working at KBSH after gaining five years of luxury experience, both nationally and globally, and she soon realised that “real” craftsmanship, which is the hallmark of Indian fashion was slowly dwindling. On the other hand, young Indian consumers while fascinated with ethnic fashion did not wear it too often.

It didn’t take too long for Dhir to realise that the winning mantra lay in bringing back the old craftsmanship in a modern avatar. As a result, when Diva’ni was launched, the focus has been on cult fashion, which suitably combines the ‘sensibilities’ of Indian cinema with our rich heritage of craftsmanship, and a collection, which is global, but also reflects the ethos of
our  traditions.

“Over the past few years, I have worked hard to bring the finest in ethnic fashion for the women of India. I have searched across the corners of India for shades and colours that have ‘tales’ to tell. I have worked to retain and revitalise ‘dying’ art forms within our fabric and textile industry. I have also had the opportunity to collaborate with India’s most talented craftsmen, in a bid to refresh our country’s fashion palate every year,” said Dhir.

Dhir added, “In all my years, I have also wondered just when and where would fashion and cinema cross paths. Not just on screen, but in real life. Today, that is no longer just a ‘figment’ of what I imagined. It is right here, and it’s come together as Diva’ni. I believe that this is a redefining moment in India’s fashion voyage, in terms of above par quality, fashion and a new genre of style and grace.”

Dhir is also attempting to change the way consumers purchase products at the Diva’ni store and is focussing on experience to ‘consume journey’. In addition, Diva’ni offers authenticity certificates akin to the hallmark certified pieces given by the jewellery industry.

Apart from that, ‘First Lady by Diva’ni’, caters exclusively to the service of luxury consumers for their trousseau and
wedding planning.

Differentiating Bollywood from Cinema

Implementing this vision posed several challenges for Dhir. “My biggest problem has been to differentiate between Bollywood and cinema, as consumers would enquire about a certain dress worn by an actress. However, we don’t sell Bollywood replicas, but are inspired by the grandeur and ‘canvas’ that cinema offers,” added Dhir.

YRF is well known to curate a ‘look’ with every heroine they have caste. Similarly, Diva’ni has created its niche via designers, who work with their craftsmen and create exquisitely designed ensembles, insipred by different genres of cinema and not just a movie or an actress, but holistic cinema.

Making the Paradigm Shift 

Over the past year, Diva’ni has broken the stereotypes in the ethnic fashion industry; ranging from store design, operations and customers seeking discounts.

“All our merchandise is made at our production centres with the highest quality standards,” added Dhir.

Dhir also pointed out that consumers would purchase international luxury products without thinking twice but would adopt an exactly reverse attitude vis-à-vis ethnic wear brands. To deal with the above problem, Diva’ni does not offer discounts, but has emphasised customising products as per a client’s budget, which is often not offered by peers. In addition, Diva’ni also offers exclusive trousseau and styling services for discerning customers, which has helped them to ensure a very large proportion of their revenue is derived from repeat customers.

The ‘road’ ahead: Riding the Growth

An aggressive growth strategy for Diva’ni has been planned and it includes the setting up of 10 stores in India and overseas by 2017. In the domestic market, the retail network would be expanded to Chandigarh, Jaipur, Kolkata and Hyderabad, and overseas, the large diaspora in Canada, Dubai, London and Singapore would be also be aggressively targeted. Dhir would like to use the franchising model of growth on a selective basis.

Plans are also on the anvil to launch a men’s wear range and accessories, too. 

Clearly, Diva’ni is all set to transform the ethnic wear industry of India.

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