How has Mohey been faring since its inception in 2016? What is its retail presence? Is the indutva segment for women more challenging than men's?
Currently, the indutva market is dominated by the women's segment which in turn creates a huge opportunity for us to grow. The current wardrobe of any woman has increased by 2x as to what it used to be before. With increasing festivals, there is an increasing demand for ethnic fashionwear in the market, which largely constitutes their buying behaviour. Along with this, aspirational buying also holds a large space. Mohey has heritage designs fashioned into new-age silhouettes. The collections include an array of quintessential lehengas, sarees and kurtis, specially curated for the modern woman. We currently have 75+ Mohey stores in over 70 cities in India.
What innovations are you doing in fibres, fabrics, trims and linings in terms of technology and production? And where are they sourced from?
We have introduced an array of cuts, prints, colours and patterns which are generally not seen in a groom's trousseau options. A dedicated team of in-house designers closely work together in crafting innovative and trendy collections. Off-beat colours like pastels, which are never seen in a groom's palette, have acquired a large space in men's indutva range. Asymmetrical cuts and hemlines are trending, making the whole range of menswear even more exciting and innovative.
What are the top fabrics that you use for sarees/lehengas/bridal gowns and for kurtas, bandhgalas, stoles, etc? Are there any premium fabrics that you use?
Mohey's flagship category is lehengas. In lehengas, we have a very balanced collection in terms of colours and fabrics-there are beige and ivory lehengas on one end of the spectrum which is balanced well by dark deep brooding colours such as burgundy, rust, old rose and wine. The embroidery is a mix of resham and antiquated zardosi.
Indutvas have always been a part of women's casual/dailywear, but not so much in menswear. What are your thoughts on this? What will be the top trends in indutvas for festive 2019?
Women's fashionwear has always been evolving and diversifying more than menswear. However today, the men's indutva category is also witnessing an exponential growth and its demand for a casual or dailywear option is also growing. The huge demand in indutvas is not only confined to festivals but also to the rising trend of pairing traditional pieces with westernwear, bringing the Indo-western trend to both casual and formalwear. There are a lot of variations and styles coming up in terms of colours and patterns. New cuts and prints are starting to shape the indutva market with indulgence of new colours and patterns. Contemporary designs with pastel hues and traditional motifs are in trend right now and is also dominating the festivewear range this year.
Are there any major announcements this year? Do you plan to expand your current product basket?
Manyavar aims to be one of the most respected indutva brands globally. We remain optimistic about our sector and will expand quite fast this year as well. We believe there is a huge market for great quality and transparently priced Indutva. (HO)