We are an all-linen brand
KAVERI is India’s premier all-linen clothing brand, renowned for its unique and contemporary designs that beautifully drape over the body. Founded in 2011 by a visionary designer in Chennai, the brand merges traditional craftsmanship with modern aesthetics to create garments that emphasise natural beauty, comfort, and confidence. With an international presence and a commitment to slow fashion, KAVERI celebrates the everyday beauty of its wearers around the globe. Speaking to Fibre2Fashion, Founder Kaveri Lalchand discusses linen, the brand’s designs and its markets.
What are the common challenges that new entrants face in the fashion industry today?
For one, the industry now has become overpopulated with many players wanting their foot into the market. So, they will have to find a way to differentiate themselves. Secondly, India is still a price-sensitive market, so designers will have to be mindful of the pricing they convey to their customers. They will also have to take their business through an omni-channel approach: an online brand that also needs to be supported by a physical store as customers still prefer to experience the product before buying it. Another way to differentiate yourself is how you position and market your clothes that plays a vital role in the industry. This can be challenging especially if your product is not unique.
How is the shift towards digital marketing and e-commerce affecting traditional retail businesses?
It definitely benefits the brick-and-mortar experiences. To be able to look at the garments online and have the exposure via digital marketing and e-commerce creates brand awareness for the stores and makes for a fantastic supporting channel for the retail business. It targets new audiences and provides more information on brand quality and garments which drives people to the stores.
What strategies are effective for small to medium enterprises in the fashion industry to achieve sustainable growth?
The omnichannel approach, i.e., B2B, online and brick-and-mortar. To price and position your product appropriately with careful consideration for your target audience is imperative while offering products and a campaign that stands out from the crowd. Looking into what the current generation of millennials and Gen Zs are purchasing may be beneficial. It is important to be clear about your product and its price, and its position in the market. How and to whom it is being targeted too is vital.
In what ways are consumer preferences changing, and how should businesses in the industry adapt to these changes?
Timeless and keepsake clothing is at the heart of the customer purchasing experience. Customers would like the purchasing experience to be more seamless and accessible. They also prefer a more bespoke experience that is made possible within the walls of physical stores. When it comes to online shopping, the experience should allow the customer to navigate their way around the brand’s website easily while keeping the price points in check. When it comes to the digital marketing strategy, paying attention to the ads spends and analytics goes a long way. Overall, the customer experience needs to be made easy. Fast fashion also has an impact though these audiences are not purchasing the items as keepsakes, and brands should position themselves accordingly.
How significant is the impact of global supply chain issues on businesses within the fashion industry, and what mitigation strategies can be employed?
We observed the repercussions of the Evergreen shipping incident, which blocked the Suez Canal and delayed shipments in various sectors. This was particularly critical since fashion products are largely manufactured in Asia and exported to the West. Additionally, China’s extended lockdowns during the pandemic heavily impacted shipping timelines. Mitigating supply chain delays can be achieved by decentralising manufacturing across continents, thereby reducing reliance on single regions.
What initially inspired you to start making your own clothes, and how did that evolve into founding of KAVERI?
The journey for the brand KAVERI began from my personal experience when I could not find clothing that was flattering, versatile for every body shape and type, and in appealing designs at an affordable price. Thus, I started my venture into creating garments using fine linen fabrics that would not only suit everyone but also change the way you feel about yourself—powerful, whimsical, and always effortlessly stylish. This reflects my mantra to make ‘Everyday Beautiful’.
What sets KAVERI apart from other clothing brands in terms of design and ethos?
We are an all-linen brand that brings the sustainability of this fabric to the forefront. We interpret linen in a very unique way, both in style and silhouettes. We diligently handcraft every piece, from the embroidery to the embellishments, enhancing the luxurious nature of the fabric. Our styles are also versatile, catering to every body form, shape, and size. This interpretation extends to our luxurious range of couture.
How has your journey evolved over the years?
My journey as a designer began with just three tailors in the backyard of my parents’ home, whom I have retained to this very day. The demand for my garments has skyrocketed over the years. Now, with a team of over 100 in-house production staff, designers, printers, and embroiderers, we have achieved both a pan-India and global presence in stores and online. We cater to customers at our flagship store in Chennai, two stores in Mumbai, and most recently launched in Ahmedabad, with a vision to expand across the country this year.
KAVERI is described as India’s only all-linen clothing brand. What made you choose linen as your sole fabric?
We are committed to creating products that are not only luxurious but sustainable as well. Linen fits into this bracket perfectly while also being versatile, comfortable for the Indian weather, stylish and appreciated globally as the go-to fabric that is synonymous with luxury.
What inspires your designs, both in terms of aesthetics and functionality?
I want my garments to look good and be flattering on everyone, spanning various age brackets. Our range offers styles that are suitable to wear from day into night. The inspiration for my designs stems from my love for all the natural beauty that surrounds us and from paying tribute to the indigenous craft of handmade artistry, which is translated into intricate detailing and embroidery on the fabric. This season, our latest collection for Spring/Summer ’24 celebrates art through the ages that has made an indelible mark on history, from the beauty of surrealism, cubism, op art, abstract art, and impressionism, to more.
How do you ensure that KAVERI's designs cater to a diverse range of body types and preferences?
Over the years, personal interactions with customers have shown me that many prefer a bespoke experience, which has helped me understand each person’s individual needs in terms of personal style, preferences, body type, and shape. We customise our clothing according to when they would like to wear the pieces throughout the day, whether it is for work or an evening out. We pay attention to every detail, including the contexts in which the garments will be worn. For example, in the Middle East, where we also offer our collections, we cater to their cultural sensibilities.
With an international presence, how do you adapt your designs to suit different cultural preferences and climates?
For our international customers, we customise clothing down to the last detail, such as altering the neckline, length of the sleeves, and scarves, to offering our Everyday line of clothing that is globally desired. We even cater to material preferences between the north and the south. From our research, we have found that customers in the northern states favour silk and organza woven into their garments, while those in Ahmedabad prefer intricate detailing. Mumbai leans more towards the casual and breezy Everyday line, whereas customers in the south tend more towards couture. Thus, we do our best to curate for both pan-India and global markets based on their respective preferences while keeping cultural sensibilities in mind.
What criteria do you use when deciding on new boutiques and international markets to enter?
The tier 1 cities in India love our clothes; these are our first choice. However, tier 2 cities are slowly catching up as well, so they are not far behind. They are well aware of the brand and eagerly await our exhibitions to showcase our garments. We have pop-ups in various locations such as Indore, Coimbatore, Kanpur etc, so these are some of the cities we would definitely consider as our next home for a store. The first targets, of course, would be Delhi, Mumbai, Kolkata, and Chennai. There is a huge demand in the Middle East, which is why we have launched our online portal catering to audiences in this region. We have also found a huge demand for linen clothing at Paris Fashion Week, in Europe, the United States, and Australia.
Could you share some insights into the craftsmanship involved in creating KAVERI garments, especially those that are handmade?
Inspired by the natural beauty that surrounds us, the work that goes into creating our KAVERI garments ranges from utilising time-honoured craftsmanship to innovative in-house techniques that have now become our signature masterpieces. Some of our notable techniques that have caught the eye of customers include captivating foil print, intricate hand embroidery, dip-dyeing, 3D-printed embellishments, and heat-press craft, among others. These techniques from the House of Kaveri have captured the hearts of many.
How do you envision the future of KAVERI? Can you provide us with a sneak peek or any details about an upcoming collection or project?
As a business, we plan to expand retail in both tier 1 and tier 2 cities while maintaining an established online and B2B presence. Design-wise, we continue to use linen as our unique selling point, interpreted in unique ways, as we have with our collections such as the new ‘Paint Me a Picture’, and previous collections like ‘Romance of the Rose’ and ‘Dance of the Butterflies’, with a focus on sustainability. However, we have evolved to interpret designs based on indigenous concepts but in a contemporary context.
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