Shades of India eyes global markets

Shades of India, a women’s premium apparel,

home furnishings and interiors brand, is planning to open three stores and expanding its footprint in the US and West Asia. The aim is to aggressively tap increasing demand for its products. The brand that has become popular due to its distinctive international style celebrates both India’s heritage and its growing influence worldwide on design and trends in fashion.

Shades of India, is a privately held Delhi-based 20-year-old fashion company it opened a store in Delhi last month with an investment of Rs 25 lakh. It has been exporting a range of Indo-western leisure wear for women and home furnishings such as quilts, cushion covers and bed linen to major department stores such as Selfridges, Heals, and Harrods in the UK, Bloomingdale, ABC Carpets, Barneys in the US and Le Bon Marche in France. Jasmine Hall is its sole distributor for major stores in Australia.

The firm has also been selling its products through Good Earth chain of stores in Delhi, Mumbai, Chennai, Bangalore and Hyderabad. Its designs are a fusion of styles and tradition that reflect the Indo-western cultures. The company also plans to open its second store in Delhi and one each in Mumbai, and Bangalore in the next two years. At present, 80 per cent of its revenues come from exports.