Tarama woos women with new styles every day

The woman’s jeans and casual wear brand, Tarama, that was launched through the company’s online platform in 2013, is now aiming for 150 percent growth in its second year and 100 percent in the third year. Elaborating on the inspiration behind Tarama, Prem Gupta,

MD, Miracle Lifestyle, says, “The idea of Tarama is to evoke a mindset. It is a true original, always intends to produce the latest fashion by use of innovative fabrics from across the world; it is a source for the most current fashions at the greatest value.”

The brand now wants to expand its presence by adding more to its product portfolio and partnering third party online websites and retail chains, having countrywide presence.

Spreading

brand presence

Tarama is sold online and has partnered with the top e-tailers of the country. “With all the e-tailers, we are ranked among the top three brands and have maintained our lead from the time we launched or joined them. We have a unique strategy. We come out with five to six new styles each day and give fresh stocks,” explains Gupta.

The brand sells on portals like Jabong, Flipkart with more tie-ups in the offing. The company is also exploring opportunities for tie up with relevant organised retail chain and regional chains.

Product development in focus

Immediate designing and producing of latest fashion jeans that are tailored to fit a women’s body perfectly at every angle gives Tarama an edge of uniqueness. The brand specializes in western-wear for women. It offers a wide range of garments including leather, high quality silk, viscose, cotton and good quality polys.

Gupta says, “We have a very strong designing and merchandising team. We create eight to 10 new styles each day and ensure they reach the market with 15 days of our proto approval. The product mix is always focused on the denim fabric and fashion top wear, which complements denim bottom wear. We may introduce footwear, accessories and hip bags once our store format is ready.”

For S/S’14, the brand has a mix of hand done destruction, worn out look, bleached wash , vintage wash, vintage indigos, tinted, power stretch fabrics, satin feel, Tencels, knitted denim , top wear of lace, chiffons, French crepe with Jeans styles like skinny, skinny cropped, high, super skinny and Capri.

Gupta is a pioneer in the field of fashion and had launched India’s first women’s jeans brand Jealous in 1988. It was one of the most successful brands of women’s jeans and was sold through all major MBOs and large formats. Jealous was awarded the most admired women’s wear brand at IFS 2001. In 2005, it was bought over by Future Group and rechristened as Jealous 21.