Supporting emerging talent is a cornerstone of our philosophy
Nestled in the heart of New Delhi, Carma India is a premier multi-designer store that has epitomised luxury and sophistication for over three decades. A beacon of Indian couture, Carma curates an exquisite selection of apparel, jewellery, and accessories from the country’s most celebrated designers, including stalwarts like Sabyasachi, Rohit Bal, and Meera Muzaffar Ali.
Seamlessly blending tradition with contemporary aesthetics, Carma offers a distinguished shopping experience, making it a coveted destination for fashion connoisseurs. In an interview with Fibre2Fashion, Co-founder Malvika Poddar explains how with its legacy of luxury and style, Carma continues to shape and elevate India’s fashion landscape.
What role does Indian couture play in shaping global perceptions of sustainable and artisanal fashion?
Indian couture plays a significant role in shaping global perceptions of sustainable and artisanal fashion by highlighting traditional, handcrafted techniques that prioritise quality over mass production. With an emphasis on sustainable fabrics, slow fashion, and intricate, time-honoured craftsmanship, Indian couture showcases how fashion can be both luxurious and environmentally conscious. Many Indian designers focus on preserving local artisan skills, contributing to both cultural preservation and ethical fashion practices. This focus on sustainability and craftsmanship is gaining global attention, positioning Indian couture as a leader in eco-conscious luxury fashion.
How has the luxury fashion retail industry in India evolved over the past decade, and what trends do you see shaping its future?
Over the past decade, India’s luxury fashion retail industry has evolved significantly, with growing affluence and a shift in consumer preferences towards global and high-end brands. The rise of multi-designer boutiques, online platforms, and the blending of traditional Indian attire with modern, fusion styles has redefined the market. The younger, tech-savvy consumer base, particularly millennials and Gen Z, seeks exclusivity, personalisation, and innovation. Looking ahead, trends like sustainability, digitalisation of the retail experience, and collaborations between Indian and global designers will shape the future. Additionally, a focus on personalised, immersive shopping experiences, both online and offline, will continue to define the luxury fashion landscape in India.
How important is personalised customer experience in the luxury retail sector, and what innovations are driving this aspect of the industry?
Personalised experience is crucial in the luxury retail sector, as it fosters strong customer loyalty and creates lasting relationships. Luxury consumers expect more than just a transaction; they seek exclusivity, attention to detail, and a tailored experience that reflects their unique tastes and preferences. Innovations such as AI-driven styling recommendations, virtual shopping assistants, and customised services allow retailers to cater to individual needs more efficiently. In-store technology, like augmented reality for virtual try-ons or digital fashion advisors, is also enhancing the personalised experience. Additionally, offering bespoke products or services, personalised loyalty programmes, and curated collections further enriches the customer journey, ensuring a sense of exclusivity and attention that aligns with the luxury market’s high expectations.
Carma has been a landmark in Indian couture for 30 years. What inspired its inception, and how has the journey evolved alongside the Indian fashion landscape?
Carma was born out of a vision to celebrate the rich heritage and unparalleled craftsmanship of Indian couture. Its inception was inspired by the need for a dedicated space where traditional artistry could thrive alongside contemporary design sensibilities. Over the past 30 years, Carma has evolved hand-in-hand with the Indian fashion landscape, witnessing and embracing its transformation from classic handwoven techniques to modern luxury trends. By staying true to its roots while adapting to new innovations, Carma has cemented its place as a pioneer in showcasing the timeless elegance and dynamic spirit of Indian couture.
What challenges do multi-designer stores face in maintaining a balance between showcasing established designers and promoting emerging talent?
Multi-designer stores face the challenge of balancing the established designers who attract a loyal, high-end clientele with the need to promote emerging talent. Established designers bring in a strong reputation and consistent sales, but emerging talent requires attention and space to grow within the competitive luxury market. The store must carefully curate collections that satisfy both groups, ensuring that newer designers gain visibility without overshadowing the well-known names. Additionally, emerging talent may come with higher risks, as their market appeal is still developing. Balancing these dynamics involves maintaining a diverse range of offerings, creating a platform for new designers to be discovered, and continuously engaging with customers to ensure that both established and new talents resonate with their preferences.
Carma has showcased legendary designers like Rohit Bal, Sabyasachi, and Manish Arora. What is your approach to curating collections that represent both heritage and innovation?
Carma’s approach to curating collections lies in blending the timeless with the contemporary. We carefully select designers and pieces that honour the rich heritage of Indian craftsmanship while embracing innovation in design, fabric, and technique. By collaborating with visionaries like Rohit Bal, Sabyasachi, and Manish Malhotra, and Anamika Khanna in the past, we ensure that our latest collections reflect a perfect harmony of intricate traditional artistry and bold modern aesthetics. Each collection is thoughtfully chosen to resonate with our diverse clientele, offering pieces that are both rooted in history and forward-looking in style.
Supporting emerging talent is a unique aspect of Carma. How do you identify and nurture new designers to ensure they resonate with your clientele?
At Carma, supporting emerging talent is a cornerstone of our philosophy. We actively scout fresh designers through fashion weeks, and industry networks, identifying those who demonstrate creativity, craftsmanship, and a unique design perspective. Once onboard, we mentor them by sharing insights into market trends and customer preferences, helping them refine their collections to align with Carma’s ethos. By giving them a platform alongside established names, we ensure their work resonates with our clientele while introducing innovative perspectives to the Indian couture narrative. This synergy fosters growth for both the designers and our brand.
The combination of tradition and modernity is central to Carma’s offerings. How do you ensure this balance is maintained across apparel, jewellery, and accessories?
Carma ensures the balance between tradition and modernity by meticulously curating collections that honour the essence of Indian heritage while embracing contemporary aesthetics. For apparel, we feature timeless textiles and traditional embroidery paired with modern silhouettes and innovative cuts. Accessories are selected to complement this ethos, blending handcrafted artistry with functional, modern design. By collaborating with designers who share this vision and understanding evolving trends, Carma creates offerings that appeal to both tradition-loving connoisseurs and trend-savvy individuals.
In a competitive luxury retail market, what strategies have helped Carma maintain its exclusivity and relevance for three decades?
Carma has sustained its exclusivity and relevance through a thoughtful blend of strategies. It curates exclusive collections from both legendary and emerging designers, ensuring a unique and diverse offering. Personalised shopping experiences, such as bespoke styling services and private previews, make every customer feel valued. By balancing traditional Indian craftsmanship with contemporary design, Carma appeals to a wide audience.
For someone visiting Carma for the first time, how would you describe the experience and the ethos that sets it apart as more than just a multi designer store?
Carma is more than just a multi-designer store; it is an immersive fashion experience that merges art, culture, and luxury. Visiting for the first time feels like stepping into a curated world where each designer’s vision comes alive in a meticulously crafted space. The store not only showcases a diverse collection of high-end, contemporary designs but also celebrates the individuality of each piece, highlighting the craftsmanship and creativity behind it. What truly sets Carma apart is its ethos of providing a personalised, high-touch experience. The store’s knowledgeable team offers styling advice and helps visitors discover the perfect pieces that resonate with their unique style. There is a focus on exclusivity, ensuring that customers feel like they are not just shopping but embarking on a journey through the world of fashion, with handpicked collections that speak to both timeless elegance and contemporary flair. The atmosphere blends luxury with warmth, making it a destination for those who appreciate high-end fashion with an artistic, curated twist.
With the increasing popularity of e-commerce, how is the brick-and-mortar retail segment adapting to remain relevant in the Indian fashion landscape?
Brick-and-mortar retail in India is adapting to the rise of e-commerce by enhancing the in-store experience to offer more than what online platforms can provide. Stores are focusing on personalised services, such as private shopping sessions and expert styling advice, which create a unique, immersive experience for customers. Many retailers are integrating technology, such as augmented reality or virtual try-ons, to bridge the gap between physical and digital shopping. Additionally, there is a growing emphasis on exclusive in-store collections and events that attract customers to experience the luxury first-hand. By blending convenience with personalised, high-touch service, brick-and-mortar stores continue to remain relevant in the evolving fashion landscape.
Carma is known for its luxurious ambiance and personalised service. How does the store ensure that each customer’s shopping experience is unique and memorable?
Carma’s commitment to offering a unique and memorable shopping experience is rooted in its luxurious ambiance and personalised service, which together create a sense of exclusivity for each customer. The store’s interior is thoughtfully designed to reflect the sophisticated nature of the collections, with plush furnishings, artful displays, and a serene atmosphere that enhances the overall experience. It is more than just a retail space—it is a destination that feels like an extension of the customer’s personal style. Personalised service is at the heart of Carma’s approach. The knowledgeable and attentive staff work closely with each customer, understanding their needs, preferences, and style sensibilities. This bespoke approach allows them to offer tailored recommendations, whether for an occasion, a seasonal wardrobe update, or simply a statement piece. Customers can enjoy one-on-one styling sessions, where the store becomes a private space for trying on exclusive collections, helping customers feel pampered and valued. Additionally, Carma keeps a close connection with its clientele by remembering past purchases, preferences, and offering invitations to exclusive events. This level of attention ensures that each visit feels like a personalised experience, creating lasting memories and fostering a sense of loyalty and trust in the brand. The experience at Carma is designed to make customers feel not just like shoppers, but like valued guests in an elegant, fashion-forward world.
For those who are unfamiliar with Indian couture, what would you say sets it apart from other global fashion scenes, and how does Carma represent this uniqueness?
Indian couture is distinguished by its emphasis on intricate handcrafting, with rich embroidery, luxurious textiles, and elaborate detailing that showcase centuries-old techniques. It combines tradition with innovation, merging classic designs with contemporary silhouettes. Carma represents this uniqueness by curating collections that highlight both the artistry of Indian craftsmanship and the evolving global fashion sensibility. The stores offer a seamless fusion of traditional Indian techniques like zardozi and mirror work with modern styles, creating a one-of-a-kind shopping experience that connects global luxury with Indian heritage. Carma’s personalised service ensures each customer experiences the elegance and opulence that make Indian couture exceptional.
What role do you see Carma playing in the global recognition of Indian couture, and how do you plan to expand this influence in the future?
Carma plays a pivotal role in elevating Indian couture on the global stage by curating the work of India’s top designers and emerging talent. Carma introduces the world to the depth and diversity of Indian couture, offering a unique and exclusive lens into this vibrant industry. The store’s influence is expanding as it continues to foster collaborations between Indian designers and international brands, participating in global fashion events, and building a global clientele. In the future, Carma aims to further solidify its presence by engaging in more international partnerships, showcasing Indian couture at fashion weeks, and exploring e-commerce platforms to reach a wider audience. Additionally, by promoting sustainability and innovation in design, Carma can position itself as a thought leader in both fashion and ethics, making Indian couture a sought-after and respected force on the global stage.
Looking to the future, where do you see Carma heading in the next decade, and what exciting trends or developments can customers expect to see from the store?
In the next decade, Carma is poised to further solidify its position as a global leader in Indian couture while expanding its reach and influence. The store will likely increase its Indian and international presence, offering an elevated online shopping experience that reflects its in-store luxury and personalised service. Customers can expect to see a continued focus on innovation, with more collaborations between Indian designers and global fashion brands, blending traditional craftsmanship with modern design trends. Sustainability will also play a larger role, as Carma introduces more eco-conscious collections that maintain its commitment to quality and artistry. Additionally, Carma will likely host exclusive events, fashion shows, and designer showcases, further positioning itself as a hub for fashion-forward individuals seeking bespoke couture. The future promises an even more immersive, curated experience that brings global trends and Indian heritage together in exciting, new ways.
