Nikhaar set to open EBOs in next two-three years

Nikhaar, the brand best known for its kurtis and tunics has grown manifold since its inception. The journey from a small workshop to multiple factories has been phenomenal. Moving ahead, in the next two to three years Nikhaar plans to open

at least 4-5 EBOs starting with a flagship store in the fashion hub of Bandra in Mumbai. And then it wants to spread across other retail destinations within Mumbai and other states.

At the moment the brand is available with more than 750 stores across India and more than 100 stores worldwide as also through over 50 websites. “We have also ventured in the e-commerce sector working with leading companies like Jabong, Myntra, Flipkart, Snaodeal, Homeshop 18, Ebay, Fashionara, among others, which are doing extremely well,” explains Nadeem Petiwala, Creative Head of Nikhaar.

Nikhaar plans more openings in the next two or three years

“The brand’s journey has been the most successful one. We have had experience working with all kinds of people from educating unskilled workers to working with the industry bigwigs, departmental stores, shopping malls across the world,” says Petiwala. “As there are ups and downs in every field, labour woes still remain an unsolved problem other than issues like excise and LBT. But challenges teach you some important lessons and prepares for bigger challenges in business,” he adds.

Nikhaar targets consumers from the age group of 16-60 years, as it offers something for everybody. “We make deep incuts, racer-backs, strappy styles for the younger generation as well as longer lengths and three quarter sleeves for the aged ones. The middle aged clients are a mixed bag… some preferring the stylish merchandise, while some preferring the sober tastes,” opines Petiwala.

Products on offer

Being a pioneer in women’s tunics and kurtis, these are Nikhaar’s core products. It also manufactures good quality leggings, Patiala salwars, dhoti salwars. The latest being collaborations with the top Pakistani designers.

Every season, Nikhaar creates a dedicated line to set the trend. “Kurtis are in demand. The trend for the extreme bright colours continues this season with more detailing and westernized cuts for the festive season with subtle work detailing. Crepes, georgettes and chiffons are in these days and are comfortable to wear in any season,” elaborates Petiwala on the new styles on offer for Autumn/Winter 2013.

Talking about the excise removal and its impact, Petiwala said, “Excise has been removed but that has compensated with the increase in prices for the raw material, so there is no change in the price.”