Nikhaar Creations shows the way in ethnic wear space

Nikhaar Creations, a leading ethnic wear brand, clocked in 60 percent growth in salwar kameez segment. Established in 2007, the brand offers an unparallel collection of ethnic wear tweaked with contemporary styles to cater to the needs of modern Indian women. “We cater to the sophisticated,

aspirational working women who look for fast fashion,” explains Nadeem Petiwala, Director, Nikhaar Creations.

Standing out with niche ethnic wear

The brand offers a

wide range of designer ethnic wear including kurtis, salwar kameez, tunics in traditional and contemporary style. It follows strict quality control measures that is align with ISO standards to ensure the best quality fabrics. The brand also creates exclusive designs to cater to the changing tastes of New Age women. “There are no takers for run of the mill products. So a brand has to be ahead in forecasting the style and design. People are looking for more than traditional Jaipuri or Ahmedabad prints. Today’s fashion conscious women are extremely aware of international trends. So design innovation has to be stylish yet sober,” says Petiwala.

Talking about emerging trends in ethnic wear Petiwala says “The trend is more towards classy and western silhouettes. Even in fabrics, viscose is being used along with georgette, rayon, a clear shift from earlier cotton driven collections. Even in colours the trend is shifting towards sorbet colours replacing traditional ones. Light fuchsia, pastel peach, aquamarine, beige, coffee are now the preferred colour palette for work as well as party wear. Traditional anarkalis are coming in flowy gown like structures. There is also a growing demand for Pakistani suits which has asymmetrical structure.”

Emphasising more on product innovation and design, the brand boasts of having best computer design tools for fast delivery of templates necessary for production of different patterns. The team is equipped with latest tools that support bulk production and enhance product cost reduction. A flexible payment mode and efficient delivery have made the products most cost effective and competitive.

Retail spread, focus on eretail

With Europe and America as its major market, the brand is available at Reliance Trends, Jubilant Retail and The Bombay Store in India. Overall, Nikhaar is available at 500 MBOs across India. However, its present strategy is more towards online retail space as a major channel of distribution. Nikhaar already has a presence in all leading e-commerce portals like Flipkart, Zabong and Myntra. “With real estate rentals being unreasonably high, achieving profits through EBOs is a challenging task. Also as retail inflation is rising, the maximum household expenditure is going towards food and grocery. Therefore, in a tight economic scenario, people will reduce the expenditure on apparels. They would look for cost effective, convenient ways of shopping, which is why online retail is doing well,” suggests Petiwala. The brand has received phenomenal response online which has prompted it to aggressively consolidate its online presence.