Diva Shawls launches designer collection this winter

With demand for shawls and stoles on the rise, Diva Shawls has come up with an exclusive designer collection for this winter. The brand was incepted in 2011 and since then it has metamorphosed into a strong player competing with established brands with its collections. “The journey has been good so far as we have 37 years of experience in the same industry and that came handy when we launched the brand. We have grown consistently till now and are optimistic about future,” says Ashwani Kumar Sabharwal, Owner, Diva Shawls.

Designer shawls for winters

The demand, according to Sabharwal appears entirely tilted towards designer clothes this winter. “The reflection is clear in the collection of shawls and stoles that we have. Digital prints are a new fad among buyers, irrespective of what is there in their purchasing list in the category. The offers comprise cotton printed scarves, fancy cotton stoles, viscose stoles, printed ladies stoles and woollen shawls. Apart from this, what is still charming people in shawls is jacquard fabric as Tier II, III cities have good great demand for these,” explains Sabharwal.

While earlier, the shawls segment enjoyed dominance over other products in this category, now stoles have matched up and demand among the young has increase. They prefer it as an all-season accessory. In winter wear category, the company has two products -- shawls and stoles. “The price of a shawl depends on the quality and size of microns, the finer the micron the higher the price. Shawls always come in standard sizes with two metre length and one metre width,” informs Sabharwal.

Focus on strengthening presence

The brand is available through 300 MBOs located across the country. Right now, the company’s focus is completely on strengthening existing retail rather than on expansion. “Madhya Pradesh, Delhi, Jharkhand are some of the states other than the states that we have in north India where we have good presence in the market. Most of our material goes through agents,” says Sabharwal.