Brand’s Yufta’s A/W 19 collection incorporates gold prints on bottoms. “This is a new innovation not yet been explored by anyone,” says Ravi Khandelwal, Co-Founder of the brand. The collection offers two ranges: morning dresses and evening dresses. “The range of morning dresses is comfortable, light and subtle as women today seek stylish clothes with a hint of subtleness,” adds Khandelwal. Having joined Myntra recently, Yufta has in less than a year become the second highest seller from Jaipur from the segment. “There are around 20 brands from Jaipur on Myntra and we have come from 18th spot to the second within a year. We chose Myntra because this is the only genuine marketplace dealing in B2B,” notes Khandelwal.
Product and retail expansion on the cards
Besides Myntra, Yufta is concentrating on other retail channels such as Udaan. “This humongous platform helps us to fill the gap in the Indian B2B space,” adds Khandelwal. Yufta, available both online and offline, plans to enter new MBOs in future. It also plans to expand its product base besides increasing retail footprint. As Khandewal reveals, “We currently have 600 plus designs in our catalogue. Though we don’t do bottoms separately, we offer palazzo sets along with kurtis and duppata which makes it a three piece suit. We aim to grow fivefold this year and may also set up a few EBOs.”
The Indian advantage in ethnic wear
A global export hub, Jaipur has now evolved into a domestic hub for women’s ethnic wear. As Khandenwal reveals, “the city currently has over 1,500 factories for manufacturing women’s ethnic wear. Brands from the city are the leading participants in the several notable exhibitions such as the CMAI National Garments Fair.” He believes, ethnic wear is a vast category with thousands of shades, silhouettes and varieties in designs and textures. “The traditional feel that these garments give can’t be brought by anyone except Indians. As ethnic wear is largely handmade largely, machines are useless in this segment, so China can’t even imagine replacing us in the segment.”