Anubha Jain innovates with denim sari

On finding that there are no great option for young girls to drape in famous nine yards, except one or two labels

like Masaba Gupta and Satya Paul offering trendy and quirky designs, Anubha Jain, a design student at Delhi's Pearl Academy, invented the denim sari. She wanted to create something that would attract the young as well as create a wow factor in the world of fashion.

Encouraged by her mentors at the Pearl Academy, she began working with the biggest and recognised denim fabric manufacturer Arvind Mills to realize her dream. The company educated her about the nuances of processes behind dying and washing denim. Using hand dyeing technique, Jain was able to create soft fabric having a tie-dye effect. The resulting saris were test-driven at the recent DLF Emporio luxury shopping festival, where Jain set up her first pop-up shop selling ensembles for Rs 12,000 onwards.

She saw good demand, interestingly from older ladies. However, she would now focus on establishing the product’s popularity.