Preference for ethnic wear for festivals, weddings and other special occasions besides daily wear has given a huge boost to the segment. Keeping this in view, ethnic wear brand Odhni launches two new collections every month alongwith special collections during festivals periods. The brand recently launched an exclusive signature collection ‘Dejhoor’. “We also launched ‘Foreever Red’ collection on Valentine’s Day, and plan to a summer collection soon,” informs Punit Jain, Director of the brand.
Customising ethnic wear to make it more functional
A one-stop shop for ethnic wear, Odhni offers saris, lehengas, salwar suits, bridal wear, Indian ethnic wear, etc. Some of the brand’s most famous offerings include readymade designer and customised saris. “We can transform a regular sari into a concept sari. Any kind of customisation can be done if we are provided with sufficient time,” asserts Jain.
As women spend a major part of their day in offices and markets, they prefer clothes that offer both style and buoyancy. These women have made ethnic wear more functional by combining it with Western wear. “Hence, we too have transformed our salwars into palazzos, churidars into leggings, patialas into skirts and kurtis into floor-length dresses,” adds Jain.
Exploring opportunities in small cities
The brand currently retails through three large format stores in the Delhi-NCR region. Its flagship store in Vishanth Kunj is the largest women’s apparel store in Delhi. “This store caters to the needs of women from different backgrounds and houses collections from leading brands of Kolkata, Surat, Mumbai, and Delhi,” notes Jain. However, Odhni plans to explore a few Tier II cities as well. “The number of people visiting malls in these cities is increasing which provides us an opportunity to showcase our collection,” says Jain.
With the summer season, the brand expects an increase in demand for versatile clothes in vibrant colors. “This is the onset of the wedding season. Hence, we expect a spike in demand for breezy and unconventional wedding,” adds Jain. To explore this demand, the brand recently partnered WNW Kolkata, a leading couture brand. It also launched a new showroom for Amyra Jewels in Delhi. “The aim of this showroom is to adorn women in some of the most beautiful jewellery available in India. We aim to open 30 such showrooms across Delhi-NCR in the next five years,” Jain sums up.