Paislei: Adding more EBOs are in the pipeline

Ethnic wear label, Paislei was launched with an aim to fulfill every woman’s dream of looking gorgeous. Paislei is a perfect blend of ethnicity and innovation. Now, the company aims to expand its retail horizon and production capacity, to further reach out to consumers across the country. “When we started, we wanted to create a brand that represents ethnicity and value of the Indian culture,” opine Sudesh & Mayank Sabharwal, Directors, Ridha Fashions.

Establishing retail identity

Paislei enjoys a sizable market share and is planning to expand retail and virtual presence to address the growing demand for products. It also has a substantial clientele in the global market, including the UK, Canada and the Middle East. Despite competition, the brand has succeeded in positioning itself as an affordable designer women's wear brand amidst a horde of expensive brands. As of now, it has a major presence in the metros but keeping in mind the increasing popularity and demand, the company plans to expand to smaller cities.

“As of now, we have 10 exclusive retail outlets and plan to increase the number substantially. We have done substantial sales through high end MBOs like Biglife Ritu Wears and C&M. We are also in the process of collaborating with retail giants like Shoppers Stop, Lifestyle and Globus. We will also be opening seven new EBOs for higher dealership numbers. I see immense scope in online retail. We have collaborated with popular online retailers including Myntra, Jabong, Fashion and You, Snapdeal, eBay and many more. We have also launched our own exclusive online retail store,” informs the duo.

Product line and price range

Paislei was created to offer a one stop fashion solution for women. Its products range from casual party wear to formal office wear. Be it capes, stoles, suits, designer kurtis , coats, jackets and dresses. And its winter collection consists of special tunics, ponchos and kaftans. “Other than these, we also feature a complete range of coats and jackets. We have maintained a price range keeping affordability and accessibility in mind,” state the duo.

Paislei has always been known for its excellence in design and comfort. Its R&D team dedicatedly works towards improving and enhancing product designs, layouts and the quality of materials. Inform Sabharwal, “We do not believe that higher price equals superior quality. Innovation is the bottomline. Our aim is to convert every woman's dream of dressing up like a diva into a reality.”

Last year, the company’s turnover was Rs 15 crores, now its aims to achieve an overall turnover target of Rs 25 crores.