We aim to make an impact in the Indian apparel landscape: Arjun Ahuja

Fashion trends have been changing consistently to address the varied needs of individuals. ‘Naari’ or woman has always been particular about shopping for the right style. . When it comes to looking rich and elegant, women always prefer cladding themselves in Ethnic wear. Be it a kurti, comfortable daily wear or any other ethnic dresses, fashion stores at present are covering all trends in the best possible way.

Based on this concept, House of Naari has tailored collection of clothes which caters to the requirements of women. Retailer Media had a candid conversation with Arjun Ahuja, owner of House of Naari to understand about the dynamics of ethic fashion and how his venture is trying to bring a disruption in this space.

Is there a story behind the name of your startup?
The name ‘Naari’ is a symbol of strength for women. Derived from Sanskrit, ‘Naari’ is also associated with Goddess Durga, who is the epitome of Power. We wanted the brand personality to represent what Indian women stand for- power, strength, and intelligence.

What was the major decision that led you to create this startup?
Given our proven expertise in the embroidery business and the ever-changing landscape in the garment industry, we were inspired to start ‘Naari’ so we could reach out to every woman.

Which unique collection of House Of Naari has received the massive response?
The Mudcals Collection has a massive fan following. This collection is inspired by the Lippan Kaam of Kutch and is a classic blend of village craft and striking Abla (traditional handicraft) work.

Mark down three USPs of your startup which acts as a differentiator in the industry.
Unique designs, cut and fit with a hint of quirkiness. All designs are conceived and created in-house, making them unique.

What made you foray into the apparel industry?
India’s Textile & Apparel industry is slated to reach Rs. 1,032,000 Crores by 2020, as per Technopak. Backed by a motivated and competent team, we aim to make an impact in the Indian apparel landscape.

Any wacky feedback or response from the customers, please share it with us.
I received the package today. Thank you so much for ensuring that it reached in advance for mother's day. I loved your little surprise! Thanks for making this day special for me and my mom.

How have you used content as your tool to attain success till date?
Content does form one of the main components of our promotional strategy. We have two types of content- visual and written. We curate it in such a way that it reaches the right target audience, who genuinely wish to know about our products and discussions. Moreover, the content has to be in sync so that the same message is carried and delivered across all our platforms.

What is your distribution strategy for the product?
Naari is present in 73 cities, having more than 1500 retail outlets and continues to add distributors and retailers pan India. We are considering opening EBOs (Exclusive Brand Outlets), along with expanding our current reach on other channels.

Any valuable tips which you want to share with beginners who want to enter the Indian ecosystem
Know your customer and note that the customer preferences may change at each state. Engage with your customers continuously using various digital media sources which will ensure brand stickiness. Adaptability is the key: be ready to deviate from set plans and re-plan, if needed.