We are on a mission to lead by example
Charisma by Anu Mehra is a sustainable and ethically sourced fashion brand, known for its exquisite Indian karigari (artisanship) and tailored fit. Specialising in bespoke bridal and Indo-western wear, it offers the perfect blend of traditional craftsmanship and modern style, ensuring every outfit is a perfect fit for the wearer. Speaking to Fibre2Fashion, Founder and Designer Anu Mehra talks about consumer preferences, challenges, sustainability and more.
What are some of the biggest challenges the fashion industry faces today, and how can they be overcome?
I would say the main challenge the fashion industry faces today is fast fashion. With social media making large, international, low-priced brands so visible, it can be challenging for small businesses like ours to match their prices and sheer variety of styles. Balancing the need to keep up with the trends of the season— which change much quicker than before because of fast fashion companies—while not compromising on quality or creating unnecessary waste is a learning curve that I think most fashion houses today are undergoing. I think the primary way to overcome this challenge is to stick to our guns and avoid competing with the meagre prices of fast fashion. Instead, we must confidently cherish well-made, sustainable, and timeless pieces. Consumers are increasingly becoming more and more environmentally conscious, so committing to a sustainable brand ethos is both economically and ethically good for the fashion industry in the long run.
How do you see technology and innovation shaping the fashion industry’s future? Are there any particular advancements or trends that you find exciting or promising?
The fashion industry is undergoing significant technological advancements; I am particularly excited by the integration of AI into both the logistics and designing elements of fashion. Brands like the Bombay Shirt Company or the Pants Project have fully embraced AI and technology for driving their operations. In my case, I am releasing a new collection of digital print sarees. This medium has allowed me to be more creative with my designs than ever before, with new prompts and editing techniques giving me unprecedented control over my design process. I am also in the process of launching an e-commerce website, a decision I had not previously contemplated. Furthermore, we are capitalising on third-party marketplaces as additional retail channels. These platforms facilitate sales while we handle the product storage and delivery logistics, streamlining sales like never before.
Consumer behaviour and expectations are constantly evolving. How do you think the industry can adapt to meet the changing demands of consumers effectively?
Consumer preferences are evolving continuously. With the climate crisis, there is a serious push toward organic and sustainable fashion. Brand loyalty or customer retention is really shaped by this preference now— the brand name means less now than it did in the past, and the ecological impact of the brand matters more. The industry can adapt to these preferences by making their sources more transparent to the consumers and committing to using organic raw materials that are environmentally friendly. In a country like India, where such practices automatically translate to more support for local artisans or cloth manufacturers, a sustainable approach to fashion could also be pivotal for the growth of subsidiary industries like textiles and handicrafts.
Sustainability and ethical practices have gained significant attention in recent years. What initiatives or approaches do you believe can drive positive change in the industry regarding environmental and social responsibility?
At Charisma, we place great importance on sourcing our raw materials ethically. Simply labelling a product as organic is insufficient; instead, we emphasise transparency with clients and offer the option to verify the organic nature of our materials. This commitment serves as a vital step towards ensuring sustainability and consumer trust. Furthermore, there is growing support for local sourcing, prompting us to procure materials from local vendors, and in some cases, directly from Indian manufacturers, rather than relying on imported fabrics. We also take great pride in collaborating with local karigars (artisans) to highlight the culture and crafts of India from the grassroots. In addition, timely deliveries are a crucial consideration for us. We have consistently upheld on-time delivery schedules to meet customer expectations. Regardless of the volume or value of a customer’s purchase, we firmly believe in providing equal and personalised attention to each individual. This commitment is reflected in our practice of offering individual appointments and engaging in discussions with every customer, ensuring a consistently elevated experience for all. I think similar models if adopted en masse across the industry, could leave a massively positive environmental and social impact.
Can you tell us about the inspiration behind founding Charisma? What motivated you to start this venture?
I started Charisma as a young mother with limited resources and a fashion degree. I did not have the budget to spend extravagantly on clothes for weddings and special occasions, but I found that the styles available in my budget were not of the best quality. I decided that I wanted to make affordable, good-quality, fashionable Indian wear for the ‘everyday woman’— women like me who were juggling family, work, and a dozen other responsibilities with limited time and money. I have always believed that it should not cost a million to look like a million. Over time, Charisma has grown past Indian designs to include Western apparel, but our specialty remains Indian bridal wear. We have now helped hundreds of amazing women combine fashion, tradition, and their unique personalities into affordable outfits, and this fact brings me great joy every day.
How does Charisma differentiate itself from other similar brands in the market? What makes it unique?
Our distinctiveness stems from being a fashion brand with complete in-house design and manufacturing capabilities. This sets us apart from the labels that rely on outsourcing various processes. Additionally, I am engaged in every step of the journey, from the initial sketching phase to the final product preparation. This level of hands-on involvement from the founder of a brand is rare in the market. I think it guarantees unparalleled personalisation and meticulous attention to detail, which our customers greatly value and appreciate.
Could you elaborate on your company’s steps to ensure sustainability and ethics in its operations?
At Charisma, sustainability, ethics, and quality are the driving forces behind everything we do. From the beginning, we have been committed to ensuring that our operations positively impact the environment and the artisans who bring our creations to life.
To achieve this, we take a hands-on approach to sourcing our materials. We have forged strong relationships with local vendors and Indian manufacturers, choosing to work exclusively with them. This gives us complete visibility and control over our supply chains, ensuring that every step aligns with our ethical standards.
One of the cornerstones of our mission is our dedication to supporting local artisans and craftsmen. We seek out these skilled individuals and collaborate directly with them, ensuring they receive fair wages, work in safe conditions, and are respected for their traditional expertise. By empowering these artisans, we not only contribute to their livelihoods but also safeguard the rich heritage of Indian crafts.
In our pursuit of sustainability, we have adopted a unique approach to our collections. We believe in the beauty of limited editions, crafting each piece with precision and care. This allows us to avoid overproduction and excess inventory, reducing the risk of unsold items ending in landfills. Our customers love the exclusivity of our limited editions, knowing they are not just investing in a fashionable piece but also in a responsible and conscious choice.
To further minimise waste, we have embraced the art of upcycling. Leftover fabrics and materials are creatively transformed into smaller accessories, ensuring nothing goes to waste. This not only reduces our ecological footprint but also promotes a sustainable, circular economy.
At our boutique, we do not just sell clothes; we sell stories. Our customers are acquiring beautiful garments and becoming part of a larger narrative that celebrates the skills of local artisans, protects the environment, and advocates for responsible fashion.
As the fashion industry evolves, so do we. We are committed to continuously improving our practices, staying at the forefront of sustainability and ethical fashion. Because at the heart of it all, we firmly believe that fashion can be a force for good, and we are on a mission to lead by example.
What types of products does Charisma offer? Are there any flagship or best-selling items that you would like to highlight?
We offer a range of clothes, from everyday Indian wear like kurtas and tunics to Western apparel like dresses, scarves, and jumpsuits. But our most celebrated work is always our bridal collection. Our best-selling lehengas are highlighted in our ‘Shehnai’ collection, which we had the pleasure to showcase at Bombay Fashion Week 2021 in collaboration with Rashmi Desai.
Customer satisfaction is crucial for any business. How does Charisma prioritise customer experience and ensure customers are happy with their purchases?
At Charisma, customer satisfaction is our top priority, and we take several measures to ensure our customers are delighted with their purchases and overall experience. We believe in building a personal connection with our customers. As the founder, I personally take the time to understand each customer’s preferences, style, and needs, offering tailored suggestions and recommendations. Each item also goes through rigorous quality checks to ensure it meets our standards, and we work with skilled artisans to create durable and exquisite pieces. Customers often care about the source of the raw material being used, so we provide transparent and detailed information about our products, including materials used, production process, and care instructions. This lets customers make informed decisions based on their values and preferences. Finally, we understand that sometimes a purchase may not be a perfect fit, so we offer hassle-free return and exchange policies to ensure that our customers can confidently shop.
Could you shed some light on collaborations with artisans and craftsmen? How do they contribute to the overall mission and vision of Charisma?
Collaborating with artisans and craftsmen is at the heart of Charisma’s mission and vision. These partnerships contribute significantly to our overall commitment to sustainability, ethics, and celebrating Indian heritage.
By collaborating directly with artisans and craftsmen, we actively contribute to preserving traditional Indian crafts. These skilled individuals possess generations-old techniques and knowledge, which would otherwise risk being lost in today’s fast-paced world. Each collaboration with an artisan or craftsman carries a story—a story of their life, their passion, and their artistry. By sharing these stories with our customers, we raise awareness about the importance of supporting traditional crafts and ethical fashion. It deepens the appreciation for the products they buy and the impact they make with their choices. Through our collaborations, we help ensure these invaluable crafts continue to thrive and evolve. Supporting local artisans means providing them with fair wages, safe working conditions, and growth opportunities. By giving them a platform to showcase their talents, we empower them to sustain their livelihoods and preserve their cultural heritage. We also collaborate with an NGO to foster skill development among tribal girls at Wada (Thane district). Those with good skills are invited to Mumbai to get regular employment with us.
How do you stay up-to-date with the latest fashion trends and consumer preferences? Do you have a dedicated team or process for trend analysis and product development?
Staying up-to-date with the latest fashion trends and consumer preferences is essential to the success of Charisma. Aside from our participation in various fashion shows, we employ a dedicated team and follow a structured process for trend analysis and product development. We have a team of young stylists who intern with us. They constantly monitor the global fashion industry, closely monitoring runway shows, fashion weeks, trade fairs, and industry publications to identify emerging trends and themes. Our design team also collaborates with artisans and craftsmen to infuse traditional techniques with contemporary fashion trends. By blending traditional craftsmanship with modern styles, we create unique pieces that resonate with local and global customers.
Influencer marketing has gained prominence in recent years. How does your brand leverage influencers or social media platforms to reach and engage with your target audience?
We have many celebrities and social media influencers among our clientele. We often collaborate with other influencers to wear our designs and leverage the visibility of such collaborations on social media platforms. Further, we collaborate with fashion influencers and bloggers who align with our brand values and aesthetics. These influencers have a significant following of individuals who are interested in ethical and sustainable fashion, making them an ideal platform to showcase our products.
E-commerce has transformed the retail landscape. How has your brand embraced online platforms, and what challenges and opportunities have you encountered in the shift to digital channels?
We understand the significance of e-commerce as the world is going digital. Previously, we operated mainly from our boutique stores, and our business thrived on customer relations and word of mouth. Now, to adapt to the digitisation of retail, we have also launched our website and social media shopping experience. We plan to eventually go to all e-commerce platforms to spread our reach domestically and internationally. E-commerce can be tricky to handle for SMEs, and the main challenge we have faced is scaling production to match demand. But the reach of this digitisation has added customers from all over the country to the Charisma family, which has been a tremendous growth opportunity for us.
What are your plans for the future of Charisma? Are there any new product lines, expansion strategies, or exciting projects on the horizon that you can share with us?
We are keen to be present on more fashion websites and marketplaces and even do offline product placement across Mumbai and other parts of the country. We already have clientele in international markets such as MENA, the US, the UK, Australia, and other major countries with a sizeable Indian diaspora. Our long-term plan is to expand worldwide through strategic and high-value partnerships. In the short term, however, we are very excited about launching our new collection, Tarang—a sustainable collection of casual Indian wear inspired by the sea.
Lastly, what advice would you give to aspiring entrepreneurs interested in starting their own fashion or lifestyle brand?
My advice to aspiring entrepreneurs starting a fashion or lifestyle brand: Embrace your unique vision and passion. Your personal experiences and values can shape a powerful vision for your brand. Identify what sets you apart and how you can cater to a specific audience or address a unique need. Embrace your authenticity and let it shine through your brand. Secondly, passion fuels creativity and determination. Find a purpose that resonates with you deeply, whether it is empowering women, celebrating cultural heritage, or promoting sustainability. Let this purpose drive you forward, especially during challenging times.
As an entrepreneur, you may start with limited resources. This can be daunting but also forces you to be innovative and resourceful. See constraints as opportunities for creative problem-solving and find cost-effective ways to deliver quality products. For your products, make sure to offer something unique and valuable to your customers. In my case, it was affordable, good-quality, fashionable Indian wear for everyday women. Stand firmly behind your value proposition and let it guide your brand identity. Lastly, but most importantly—celebrate the positive impact you make on the lives of your customers. Every time you see someone feeling confident and beautiful in your creations, it reaffirms the purpose and joy of your journey as an entrepreneur.
