Gujarat a lucrative destination for fashion designers

Consumers belonging to Ahmedabad and other cities of Gujarat are increasingly showing interest in premium designer labels. No

wonder, fashion designers are establishing a presence in the state to grab a pie of the growth market. Experts say consumers, who went to local tailors and markets just a decade ago, now select designer clothes not only for weddings but even pool parties.

Multi-designer stores like Avakasa, TWT, Nautanky and Tisori are among a few names that have realized the need of the hour and have forayed in Gujarat's fashion market along with already established names such as Studio Virtues, Deval Fashion, Dharshi Shah & Bhavin Trivedi, Elan, Jade Blue and Moonson that are recording positive growth momentum in their business.

Consumers are not only aware of Indian designer labels but also global brands. Stores like Deval Fashion, Studio Virtues or Tesori are partnering with different luxury brands to fulfill demand for diverse range of products. Growing numbers of high tea parties, brunch and pool parties in cities like Ahmedabad are further pushing demand for designer casual wear.

Sighting opportunity in this growth market, Surat-based textile company Nakshatra Group forayed into fashion industry in 2012 with its own ethnic wear label Nakkashi and recently launched Womaniya brand for casual evening wear. The company also plans to unveil a range of tunics and kurtis under another casual wear brand.