Be Indi making a mark with fusion fashion for women

Bangalore-based Be Indi offers ethnic fusion. “Be India means Be Indian. We have seen a gradual shift from ethnic to western fashion. With social change, Indian women are moving to western but don’t want an abrupt shift. So ethnic is acquiring western silhouette,” says Daisy Gogia, Brand Manager, Be Indi.

Indo-western looks through Be Indi

Be Indi picks up international trends and blends them with Indian silhouettes. Right now the bend is more on ethnics and festive wear. Therefore, garments don’t have much western influence. “We target customers 18 years onward. We feel, ethnic clothing makes you look feminine and elegant and metros are moving towards ethnic fusion rather than western. Indian women go through a lot of changes in their body size, so western clothing can be a bit constricting. We focus on Indian figure types,” informs Gogia.

The brand’s range of fusion clothing caters to women who have worn only western wear but are forced to adopt a style due to changes in her body size. “Fusion wear blends the best of both worlds. We offer kurtis , skirts, lehenga skirts, straight pants, palazzos, capri pants and short tops. We also do a front open ethnic print shirt and Pakistani look long kurta . We guide women on how to wear the same garment differently. The same kurta can be worn with a ghagra skirt a waistcoat can be worn on top. You can wear a regular kurta with a palazzo. Or a regular kurta with a straight or a linen pant. We give a mellowed down version of designer fashion, which is smart and affordable,” explains Gogia.

The range is available in natural fabrics than silk or crepe like cottons, rayon, flax and georgette. “Flax has more comfort than pure linen and is one-third the price of linen. But there is no compromise on the garment quality at all,” she adds.

Fusion wear emerges strong

Women’s wear is seeing good growth, whether fusion or ethnic. Gogia feels, fusion fashion has endless opportunities in India and Indians staying abroad also love it. “It is easy to handle and maintain. Celebs too are wearing fusion a lot. So fusion has a great future,” she states.

There is a belief ethnic wear is not growing as much as western wear and fusion is emerging strong. So brands are revamping. “One challenge is to provide something new every day,” says Gogia, adding, “A lot of players are entering this space. Quite a few brands are launching fusion wear this season. Competition is intensifying. A lot of manufacturers are coming in, which means we can’t compete on price points, so we have to create our own niche.”