We collaborate with artisans to preserve traditional crafts
Celebrating India's rich cultural vibrancy, House of Surkh blends elegance with comfort, offering stylish and breathable attire for women of all sizes. Rooted in inclusivity, the brand’s collections seamlessly transition from day to night, ensuring effortless grace for every occasion. Speaking to Fibre2Fashion, Founder Shruti Shah talks about the brand, its collections and more.
How do you see the influence of global fashion trends on Indian designers and their ability to maintain a distinct cultural identity?
Global fashion trends inspire Indian designers, but they must balance international influences with traditional Indian aesthetics to maintain a distinct cultural identity.
How do you perceive the current state of the Indian fashion industry, particularly in terms of the shift towards sustainable and ethical practices?
The Indian fashion industry is shifting towards sustainability and ethics, driven by consumer awareness and demand. House of Surkh is committed to this shift, prioritising eco-friendly practices and fair trade.
What inspired the creation of House of Surkh, and how does the brand stand out in the Indian fashion industry?
Inspired by India's rich cultural heritage, House of Surkh offers elegant, comfortable attire blending tradition with modern aesthetics.
How does the name ‘Surkh’ align with the brand’s identity and design philosophy?
‘Surkh’ means ‘red’, symbolising passion, elegance, and Indian heritage, reflecting our brand’s identity and design philosophy.
Could you walk us through the design process at House of Surkh? How do you balance tradition with modern aesthetics?
Our design process involves incorporating traditional motifs, fabrics, and techniques with modern twists, bold colours, and sleek silhouettes, balancing tradition and modernity.
What role do customer feedback and market trends play in shaping your collections?
Customer feedback and market trends help us refine our designs, ensuring they meet customer needs and stay relevant in the market.
Sustainability is a growing concern in fashion. How do you incorporate sustainable practices into your operations?
We prioritise sustainable practices, using eco-friendly materials, minimising waste, and promoting fair trade practices to reduce our environmental footprint.
Are there any specific artisan communities or traditional crafts that you work with to preserve heritage craftsmanship?
We collaborate with artisans to preserve traditional crafts, such as hand-embroidery, block-printing, and natural dyeing, promoting heritage craftsmanship.
What role do e-commerce platforms play in shaping the future of fashion retail, and how can brands adapt to this changing landscape?
E-commerce platforms are revolutionising fashion retail, offering convenience, accessibility, and personalised experiences. Brands must adapt by investing in digital infrastructure, data analytics, and social media engagement.
What strategies have been most effective for House of Surkh in building its brand presence, both online and offline?
Effective strategies include social media engagement, influencer partnerships, pop-up events, and strategic collaborations to build our brand presence.
As an emerging brand, what challenges have you faced in scaling your operations, and how have you addressed them?
Challenges include managing growth, maintaining quality, and adapting to changing market trends. We have addressed these by investing in efficient systems, training staff, and staying agile.
What is your vision for the next five years of House of Surkh? Are there plans to expand internationally or diversify product lines?
Our vision is to establish House of Surkh as a leading Indian fashion brand, expanding internationally, diversifying product lines, and promoting sustainable fashion practices.
How do you see the evolving role of Indian fashion on the global stage, and how does House of Surkh plan to contribute to it?
Indian fashion is gaining global recognition, and House of Surkh aims to contribute by showcasing traditional Indian craftsmanship with modern twists, promoting cultural exchange and sustainability.
Finally, what challenges do Indian fashion brands face when competing with international labels, and what strategies can they employ to thrive?
Indian brands face challenges in terms of brand recognition, quality, and pricing. To thrive, they must focus on unique selling propositions, quality, and innovation, while leveraging digital platforms and collaborations to increase visibility.
Interviewer: Shilpi Panjabi
Published on: 13/02/2025
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 Fibre2Fashion.com.
