Interview with Sanjay Vakharia

Sanjay Vakharia
Sanjay Vakharia
Director - Marketing

Retailing is all about creating an experience; it is all about providing a 'feel good factor' to consumers. How far do you agree with this statement?

It is true and one should be conscious of it always.

You seem to face more competition from international brands rather than home grown brands. Are home grown brands finding it hard to stand before international brands in the country?

Home grown brands refused to go the whole way on creating brand ecology for themselves, and many took the shortcut of being just a label as opposed to being a brand. A brand is all about more and more sacrifices and minute attention to details with a very long term perspective. And only a few could follow the hard way.

Now that since you are in the marketing business since years, what do you think is the one mantra for brands to succeed in emerging markets like India?

India or anywhere else one has to be honest with the proposition and serve the consumer with utmost sincerity and stay committed to the brand positioning and its promise.

Now that jeans wear is no longer preferred by a certain age group of people, do you still target only the people in an age group of 15 to 25 years?

Yes, for Spykar, it's always 18 till I die. We have been and will always be serving the youth of this country, and only offered the most fashion forward clothing. That has been the key to our success, and we will always follow it in the true spirit.

What are the Autumn/Winter 2014 trends for denim in India?

Printed and jacquard denims are making inroads into women's wardrobe. Men's denim will continue to remain slim, in multiple casts. Knitted denims too are here to stay.

Today, when compliance and sustainability is considered a major issue in the industry, how far do you think has the Indian denim industry succeeded in living up to the industry standards?

It is comparable to the best globally.

What do you think of denim as a formal or semi formal wear?

It is so versatile that it can be worn in as formal or semi- formal wear, and in many a more ways.

How do you see the demand for branded jeans in the tier - 1 and tier - 2 cities of India?

It is significantly high and also growing, even in tier - 3 cities.
Published on: 22/09/2014

DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of

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