Chhabra 555 eyes growth with affordable yet chic ethnics

by Sujata Sachdeva
19 Jun 2015
Established 50 years ago as a small sari shop, Chhabra Triple Five Fashions has grown to become one of India’s top wholesaler and retailer of ethnic fashion label ‘Chhabra 555’. The line includes the whole gamut of ethnic wear for women including saris, suit dupattas , lehangas and fabrics.

Elaborating on new additions and growth plans for the future, Asheeta Chhabra, Director, Chhabra 555, says, “Recently, we added stylish silhouettes ranging from embroidered palazzo suits, jacket styled lehengas and tunics with in-trend bottoms. We have followed an aggressive expansion plan across India and plan to focus on this in the future as well. We are aiming for a 50 percent increase in year-on-year turnover with the help of improved conversion rates and an expanding network of stores.”

Providing livelihood to rural artisans

Rural artisans working for the brand lack designing skills, marketing support and even working capital for showcasing their talent. Chhabra555 promoted their hard work by showcasing their capability by filling significant gaps with its expertise. “The products are directly marketed and sold in cities and hence, secure these artisans, a significant income in the form of a direct share of the retail price. This cuts down any middleman costs and makes our product line more competitively priced and secures our market share by keeping the customers committed to our brand,” explains Chhabra.

Chhabra 555 has built relationships with customers spanning generations. The ability to meet the entire family’s wardrobe requirements, for special occasions, is its niche. “We have conducted extensive customer profiling over the years and now manufacture different lines to meet modern customers’ standards in variety and individuality of choice. The designer lines are clearly differentiated by their pricing concept, which in turn reflects the materials utilised, the product finishing and the visual detailing of the various merchandise options,” she informs.

Exclusive range for season ahead

This year, the brand’s statement would be fresh and innovative. The trends include lehengas with jacket-styled blouses, anarkalis with modern embellishments and trail, angarkhas with volume, ghararas and shararas with contemporary cuts, jacket suits with culottes or pants and bright pre-pleated saris with unconventional glamorous blouses, long suits with palazzos and tunics with innovative hemlines ranging from asymmetrical and irregular.

Talking about the seasons’ shade-card, Chhabra says, “We suggest ditching traditional tones as there is a refreshing palette to choose from. We have juxtaposed such colour combinations which have not been used before including bejewels with pastels, colour blocking with multi-hues, bright tones are intermixed with monochromes. As per global trends, one can display an umbrella of innovative hues as the landscape of colours are evolving rapidly and coming up with never seen before hues.”

Exclusive masterpieces are adorned with quality driven trims and accessories including stoned buttons, broad embroidered borders, silver and golden gotta trims, collars with cabochons, bejewelled cuffs, adorned waist belts. Fabrics include chandelier laces, georgettes, chiffons, chikankari on unconventional shell fabrics with a bit of jute, velvet and raw silks. Raw silks are majorly added to the lehengas , skirts and anarkalis borders while net has been used in the combinations of satins and georgettes.