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Indian womenswear brand Nikhaar plans global presence

16
Feb '12
Nikhaar, the contemporary womenswear brand known for reinventing Indian fashion, is planning to expand both in India and abroad.

Nikhaar, the brand of Mumbai-based Nikhaar creations, was started as a bespoke tailoring for celebrities by Mr. Mustafa Petiwala. It has now evolved as a strong brand that has transformed the Indian salwar kameez into its chic and urbane, yet comfortable form.

Briefing about the rationale behind Nikhaar, Mr. Faraaz Petiwala, Marketing and Sales Manager, Nikhaar Creations, told fibre2fashion, “The main rationale for Nikhaar is to create a genre of fashion for the Indian women, which is inspired deeply by the Western culture, yet having its roots within the traditional Indian culture.”

Apprising about the company's vision, he says, “Nikhaar as a brand is established itself in the market and now we aim to maximize its growth vertically as well as horizontally and make its presence felt in the overseas markets as well.”

Informing about Nikhaar's presence and expansion plans, he says, “Currently, Nikhaar has major concentration in Maharashtra, Haryana and Punjab, and we are aggressively expanding our presence in Uttar Pradesh and Rajasthan.”

“In overseas markets, Nikhaar is currently exporting to countries like USA, UK, Saudi Arabia, UAE, Japan, Singapore, Australia, Mauritius and Madagascar, and we look forward to expand more in the European, South African and even the Chinese markets,” he adds.

Revealing about the investment involved, he says, “With support from our channel partners/retailers and an estimated investment of US$ 500,000, we plan to position Nikhaar as a premium segment brand in its category.”

Talking about the current consumer choices and buying behaviour, especially in the Indian context, he avers, “Consumers are opting more for the sober and the international looks rather than the traditional ones. Nowadays, even the Tier III cities are seeing rise in the demand for the modern cuts like halter, backless and spaghetti straps. With all the social networking that is taking place, the consumer is being continuously informed about the changes taking place in fashion trends.”

Fibre2fashion News Desk - India


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