“We strive to introduce latest in fashion with every collection we launch,” says Mahonar Chatlani, Managing Director of ethnic wear brand Soch. The brand’s style statement for the upcoming season is breezy and comfortable fabrics in a variety of silhouettes. The fabrics currently in use are: cotton, rayon, silk, georgette, chiffon and poly blends. “The current trend is moving towards flowing fabrics made with natural fibers and A-line cuts. We have also seen asymmetrical cuts, layers and overlays or jackets with crop tops and fitted pants creating a stir in the market,” adds Chatlani.
Though Soch launches a wide range of hues in all its collections, this season the brand is focusing on saturated colors and neutral hues. “We have created outfits in bright tones of mustard, coral, turquoise, stone blue and teal that inject a dash of color while keeping it apt for the changing season,” he states.
Exploring new territories
Soch is exploring the East and North Indian markets as “they are big, lucrative and exciting. We need to aggressively expand our foothold in these two markets while continuing to grow in the South and West,” explains Chatlani. The brand has 125 EBOs and 95 LFS across 45 cities and plans to double this network in the next couple of years.
Tapping on growing ethnic wear demand
Ethnic wear as a segment has traditionally catered largely the older age group. “However, we are now witnessing a revival with many young consumers opting for traditional silhouettes and mixing and matching their outfits for a contemporary Indo-western look. For instance, saris have gained momentum amongst young consumers who are experimenting with Indo-western looks with saris,” notes Chatlani.
Ethnic wear is also moving out of the largely occasional wear space it occupied earlier. “The comfort and versatility of ethnic wear has made it an active choice for many young women and it still remains the biggest category in women’s wear segment in India,” adds Chatlani. He attributes this to the rise of women in the workforce.
“However, western and fusion wear have impacted ethnic wear tremendously. It has helped create a new language which is less bound by rules, and is worn as per the person’s desires. An example is the evolution of salwar kurtis, which have now morphed in some instances into kurtis paired with pants/palazzos and the dupatta has moved from a functional part of the outfit to largely ornamental,” adds Chatlani.
Claiming his brand Soch to be among the top five ethnic wear players in the country, Chatlani reveals his aim is to delight more and more customers and be among the top three players in the next couple of years. “We plan to penetrate a larger geographical spread and increase touch points for our customers,” adds Chatlani.