Starting with a single handloom in 1976, Shingora has come a long way to become a premium luxury brand. A leading manufacturer of scarves, shawls, throw blankets, cushion covers, shrugs, ponchos, ties and belts, the Shingora recently launched a new collection focusing on duppattas. “Made from a wide range of colors, designs and techniques, the duppattas allow customers to mix and match and create their own salwar suits,” notes Amit Jain, Managing Director of the brand.
An ode to modern Indian bride
Shingora launches four collections per year: Spring, Summer, Autumn, Winter along with a premium summer and a premium winter collection. “Our biggest launch includes the ‘Contempor-aari ‘collection that fuses traditional with contemporary styles. Embedding array technique in geometric patterns with different color stories and themes, the collection is an ode to the modern Indian bride,” Jain explains.
New mesh and iron grills to attract customers
Aiming at something extraordinary, the brand recently developed unique mesh grills and pop-ups. “Inspired by Maison & Object the annual trade fair held in Paris, the mesh and iron grills attract customers with its variety of VMs and displays that include products like stoles, scarves, shawls, mufflers, ties, belts, pocket squares, silk squares, hijabs, lohis, Swarovskis embroideries, dobbies, jacquards etc,” Jain says. Expanding offline presence
With a presence in many large format stores and multi-brand outlets, Shingora retails across India. It has exclusive brand outlets in Gurugram, New Delhi, Udaipur and Ludhiana and also retails through around 56 MBOs across India. Shingora has established its presence in large format stores such as Shoppers Stop, Meena Bazaar and Globus.
Currently present in over 65 locations across the country, Shingora is looking to extend its offline presence to over 100 locations by the coming year. “We aim to focus on Tier II and III cities by setting up pop-stores,” Jain avers. The brand believes online presence plays an important role in increasing sales. It has a presence on multiple portals such as Amazon, Myntra, Jabong, Nykaa Fashions to boost sales. “We also have our official website that provides all information about the brand and products. In sync with our offline operations, our social media presence helps in making our brand language clear to customers,” Jain observes. The brand also runs online advertisements to engage more people in daily operations. In future, the aim is to expand online operations to more regions across India.