Hyderabad: Delhi-based custom-made women’s wear company Advay is going the omni-channel route, by launching its online platform. It is working with over 70 weavers across India, primarily from Telangana, Karnataka, Tamil Nadu, Uttar Pradesh and West Bengal.
The company foresees increased engagement with Telangana weavers going beyond the current count of over 20 weavers.
The company has been operating a retail store in Shahpur Jat of Delhi since August 2014. It is working with several karigars from West Bengal and Uttar Pradesh for embroidered work. It engages 20 embroiderers across the country.
Going online, the company believes that it will be able to cater to the NRI customer base Advay has been catering to, who can now order from its online platform.
Vaishali Das, founder, Advay, told Telangana Today, “I wanted to revive hand woven art forms and Indian heritage. We have become the trendsetters over the years through our retail store. There is a good market for our offerings in Europe, US and South Africa. We are helping the weavers and karigars create designs that meet the growing demand in the market, globally. The colours, motifs, styling and design are as per the choice of modern customers. Each sub-market has its own expectation. For instance, south Indian-origin customers are very particular about the motifs, but we do try to bring in some fusion. There is absolute demand for Kanchipuram and temple border sarees in south. Lehengas will also be in demand.”
In India, Advay is planning to concentrate on the southern market and potential tier-2 cities such as Indore and Raipur.
“The company also makes designer sarees. The special occasion saree market in India is estimated at Rs 20,000 crore. A good Kanchipuram and Banarasi saree at Advay will start around Rs 25,000 which goes up to Rs 1 lakh. Lehengas could be in the range of Rs 15,000 and above while gowns are over Rs 20,000. We try to bring in as much as customisation as possible,” she added.