Ira Soleil on fastrack growth, to add new categories

Though a new brand, Ira Soleil is witnessing 150 percent growth every month. After venturing into home furnishings recently, Amaltas Inc, the company behind the Ira Soleil now plans to add new categories like evening and cocktail looks for kurtis, wedding associated occasion like sangeet or mehndi outfits,

ethnic skirt ensembles consisting of long skirts minis, stoles, racer back crops, singlets, ethnic trousers and dresses.

Incepted by trio Indira Jaipuriyar, Sanjita Prasad and Smita Srivastava, the brand has a backing of a 23-year-old fashion export company. “We dabbled with the idea of entering the domestic market on several occasions earlier, as our strength is design. However, the unprofessional nature of the business and unreliable payments in the retail sector were a deterrent as against the clear transparent functioning of exports,” states Simi Srivastava, Partner, Amaltas Inc.

Plans for new categories, retail growth Srivastava says, “Our pricing is aggressive and will stay that way no matter which market segment we cover. It has been affordable fashion. Our products can be worn to meetings or parties or weddings. The fact that we were able to break into the top ten brands, even though we are just a year old is proof of the fact that the customer is looking for value rather than just brand following. Since we are a new brand we are introducing a single category at a time. Our prime focus is kurti with a difference. These are stretched and have a great fit.”

The brand has introduced sari blouses in five sizes with great success. It also offers pre-pleated saris, ethnic skirts and tops and plans to add trousers and ethnic bottoms along with dresses with an ethnic feel. Most of products range from Rs 650 to Rs 1,900, while some styles and saris are priced between Rs 1,500 to Rs 2,800. Plans are afoot to launch a premium hand embroidered collection in the range of Rs 1,900 to Rs 3,500. “We have ventured into home furnishing to test the market and launched online OTT glam range of table top runners, mats, sequin cushion covers, curtains under ‘Zimmer by Ira Soleil’,” says Srivastava.

Ira Soleil is almost exclusively sold online, but is now available at around sixteen boutiques and designer outlets globally. The plan is to increase this to around 100 stores by end of 2014. Since its core business was exports, the brand has already partnered with stores/boutiques in countries like the US, UK, Canada, South Africa and the Middle East. “We are clocking in around 150 percent growth per month and hope to retain this pace so that we can hit Rs 30 crores by end of 2015,” Srivastava opines.

Ira Soleil aims to project and popularize the image of the beautiful woman being fit, athletic and strong. The image of a good looking man is of strength however every international and local fashion show promotes the look of anorexic women as being beautiful. “We would like to be one brand which is going to try and erase that sensibility,” sums up Srivastava.