Authenticity holds the utmost importance for us
Kumaran Silks, established in 1955 in Chennai by Shri. PC Chengalvaraya Chettiar and his son, has grown from a small-scale operation into one of India’s largest textile outlets, boasting a rich silk heritage spanning over a century. Rooted in the silk weaving community of Kanchipuram, it offers a vast range of high-quality sarees, readymade clothing, multi-cultural outfits, and home décor, symbolising innovation and tradition in every drape. In an interview with Fibre2Fashion, Managing Director Palam Ramamurthy Kesavan talks about celebration of heritage with a fresh twist that captivates both tradition lovers and those embracing modern culture.
In the context of globalisation, how are traditional wear brands incorporating international elements into their designs to appeal to a broader audience?
Traditional wear brands are incorporating international elements into their designs in several ways by bringing in ‘fusion designs’ – blending elements of traditional attire with international fashion trends to create designs that appeal to a diverse audience. This involves combining traditional attire with modern fabrics, prints, or embellishments from different cultures.
Also, with ‘contemporary styling’, brands are adapting traditional garments to suit contemporary tastes by modernising silhouettes, cuts, and styling details. This makes traditional attire more accessible and appealing to a younger, fashion-forward audience with diverse cultural backgrounds.
With changing lifestyles, how are traditional wear designers innovating to make sarees and ethnic clothing more versatile for different occasions?
Two main ideas which come in mind when I think of innovating sarees and ethnic wear are:
Designing Convertible Outfits: Designers are crafting sarees and ethnic garments with convertible features, such as detachable pallus, sleeves, or embellishments, which can be adjusted or removed to suit different occasions. This allows the same garment to be worn in multiple ways, from casual to formal settings.
Creating Multi-Functional Outfits: Designers are conceptualising sarees and ethnic ensembles that serve multiple purposes, such as reversible sarees, versatile lehenga sets, or convertible saree-gowns. These multi-functional outfits offer flexibility in styling and can be worn for various events with minimal effort.
In retrospect, how did Bharat Tex 2024 influence the expansion of India’s textile exports?
Bharat Tex 2024 significantly influenced the expansion of India’s textile exports by providing an unparalleled platform for industry stakeholders to display their latest innovations, products, and technologies. The event facilitated vast market exposure, as Indian textile manufacturers and exporters showcased their capabilities to an international audience, drawing attention from potential buyers and investors worldwide. This exposure undoubtedly led to enhanced export opportunities and deeper market penetration.
The networking and collaboration opportunities presented at Bharat Tex 2024 proved to be a game-changer for many participants. Manufacturers, exporters, government officials, and trade organisations formed strategic partnerships, joint ventures, and alliances during the event, laying a solid foundation for sustained export growth in the future.
By highlighting India’s prowess in innovation and product development, Bharat Tex 2024 bolstered the country’s reputation as a global textile leader. The showcase of cutting-edge technologies and trends not only attracted more business from international markets but also positioned Indian textiles in a more competitive light on the world stage.
Moreover, the knowledge exchange facilitated through the event’s seminars, workshops, and panel discussions enriched participants with new insights, best practices, and market trends. This empowerment equipped Indian textile exporters to navigate and thrive in the global marketplace more effectively, setting a new benchmark for India’s textile export capabilities in the years to follow.
What was the inspiration behind establishing Kumaran Silks, and how it has evolved over the years?
Kumaran Silks was founded in 1955 by my great-grandfather and grandfather, marking a humble beginning rooted in the rich traditions of the silk weaving community. With a deep-seated passion for silk and textiles, our family’s dedication transformed this endeavour into a thriving retail organisation within a remarkably short time frame. Today, we are proud to continue our legacy, celebrating the beauty and craftsmanship of silk while serving our valued customers worldwide.
What motivated the expansion of Kumaran Silks beyond sarees into readymade clothing, multicultural outfits, and home décor?
Over the years, continuous customer feedback and a commitment to meeting their evolving needs have driven us to diversify our offerings across various categories. Customers who initially sought silk sarees now also seek readymade garments, home décor, and contemporary wear, prompting us to bring together a comprehensive range of products under one roof.
How do you stay abreast of changing fashion trends while maintaining its traditional essence?
We stay attuned to evolving fashion trends while preserving the traditional essence through a blend of meticulous market research, collaboration with contemporary designers, and a steadfast commitment to honouring our heritage. By continuously monitoring fashion movements and listening to customer feedback, the company adapts its offerings to reflect current tastes while retaining the timeless allure of silk and traditional weaving techniques. This delicate balance ensures that Kumaran Silks remains relevant and cherished by customers who appreciate both modern styles and age-old craftsmanship.
What sets Kumaran Silks apart from other textile outlets, particularly in terms of the quality and variety of silk products offered?
With our own looms and skilled weavers, we proudly maintain our distinctive designs, ensuring our products stand apart. Additionally, we actively foster partnerships with both small- and large-scale indigenous weavers, encouraging them to showcase their finest designs. This collaborative approach enables us to consistently offer the highest quality products to our valued customers.
Could you shed light on the export market for the company’s silks products and how the brand tailors its offerings for international customers?
Our exports serve businesses seeking to purchase silk products in bulk for overseas markets. Additionally, since the launch of our website in 2011, we have been delighted to ship our range of silk products, including sarees, dhotis, and readymade garments, along with custom-tailored blouses and garments, to customers worldwide. The website was born out of a passionate mission: to close the divide between the unwavering desire for silk sarees overseas and the frustratingly limited means of obtaining them.
How do you ensure the quality and authenticity of your products, particularly in an era where counterfeit products are prevalent?
With generations of experience in the business, our weavers make each saree with a sense of pride and trust, ensuring every piece is crafted with meticulous care and dedication. Authenticity holds the utmost importance for us, above all.
Can you provide insights into some of the notable innovations and designs introduced, such as the Amritavarshini blend and the Turn n Wear collection?
Amritavarshini, as the name implies, represents a rejuvenating downpour of silk cotton designs, akin to the refreshing rain. Crafted with passion, these sarees continue to captivate with their vibrant colours and intricate designs, remaining a favourite among our customers even today!
Turn n Wear is a collection of sarees featuring designs on both sides in different colours, allowing them to be worn interchangeably.
What efforts does Kumaran Silks undertake to promote traditional handloom weaving, especially in regions like Kanchipuram, Kumbakonam, and Arani?
We have our own looms in Kanchipuram, Kumbakonam, and Arni. Each town specialises in its unique designs, colours, and patterns. We have experienced weavers in these towns who have been weaving these patterns for generations.
With the advent of online shopping, how has the brand adapted to meet the needs of customers who prefer digital retail experiences?
As an established online retail organisation, we have adapted to meet the needs of customers who prefer digital retail experiences in several ways:
Enhanced Website Experience: We have invested in improving our website’s user interface and experience, ensuring it is easy to navigate, visually appealing, and optimised for both desktop and mobile devices.
Personalised Recommendations: Based on data analytics, we offer personalised product recommendations to customers based on their browsing history, purchase behaviour, and preferences.
Streamlined Checkout Process: We have optimised the checkout process to be as seamless and efficient as possible, reducing friction and making it easier for customers to complete their purchases.
Flexible Payment Options: We offer a variety of payment options, including credit/debit cards, digital wallets, and instalment plans, to accommodate diverse customer preferences and needs.
Responsive Customer Service: We provide responsive customer service through multiple channels, including live chat, e-mail, and social media, to address any questions or concerns promptly and effectively.
Fast and Reliable Shipping: We prioritise fast and reliable shipping, with options for express delivery and order tracking, to ensure that customers receive their orders in a timely manner.
Overall, we are committed to continuously innovating and evolving our digital retail strategy to meet the evolving needs and preferences of our customers in the online shopping landscape.
Finally, could you share insights into the future vision and growth trajectory of Kumaran Silks?
For an organisation established in 1955, the future vision and growth trajectory would likely involve a combination of preserving core values while embracing innovation and adaptation to stay relevant in a rapidly changing business landscape. Here’s a potential future vision and growth trajectory:
Preserving Our Legacy and Core Values: Despite embracing innovation, the organisation remains committed to preserving its legacy and core values that have guided it since its inception. This may include a dedication to quality, customer service, and ethical business practices.
Embracing Technology and Digital Transformation: Recognising the importance of technology and innovation, the organisation invests in digital transformation initiatives to streamline operations, enhance efficiency, and improve the customer experience.
Sustainability and Social Responsibility: In response to growing consumer demand for sustainable and socially responsible businesses, the organisation integrates sustainability into its operations and supply chain practices. This includes reducing environmental impact, supporting local communities, and fostering diversity and inclusion within the organisation.
Innovation and Adaptation: To thrive in an increasingly competitive and volatile business environment, the organisation cultivates a culture of agility and adaptability. This involves being responsive to market changes, embracing new opportunities, and continuously learning and evolving to stay ahead of the curve.
Strategic Partnerships and Collaborations: Recognising the value of strategic partnerships and collaborations, the organisation seeks opportunities to collaborate with other industry players, startups, and academic institutions to drive innovation, share resources, and unlock new growth avenues.
Employee Development and Engagement: The organisation prioritises employee development and engagement to attract and retain top talent. This includes investing in training and development programmes, fostering a supportive work environment, and empowering employees to contribute their ideas and creativity to drive organisational success.
How is the traditional wear industry adapting to modern fashion trends while preserving cultural authenticity?
We are thrilled to see the enduring affection for traditional attire, as people joyfully showcase their cultural heritage. We remain dedicated to prioritising traditional wear while infusing subtle contemporary elements, ensuring our designs resonate with modern sensibilities. By seamlessly blending tradition with a touch of modernity, we offer individuals the opportunity to express their unique style while honouring their roots. It is a celebration of heritage with a fresh twist that captivates both tradition lovers and those embracing modern culture.
How have digital platforms and online marketplaces influenced the sale and promotion of traditional wear, particularly sarees?
Like I mentioned before, our digital presence was launched primarily to bridge the gap between the love for traditional wear and the lack of access to quality Indian products. So, the digital platform has immensely helped us in broadening our reach and connecting with customers on a larger scale. Through online channels, we have been able to engage with a diverse audience, transcending geographical boundaries and time constraints. This accessibility has facilitated meaningful interactions, allowing us to understand and cater to the varied preferences of our customers. With the power of digital platforms, we have not only expanded our customer base but also fostered a vibrant community centred around our brand and the values it represents.
