Lavanya Nalli
Vice Chairperson Nalli Group of Companies
There’s increase in demand for sarees that make a statement
Established in the year 1928, Nalli has been a leader in the textile and retail business, and a household name in some parts of India for exquisite silks. With over 90 years of grace and legacy, Nalli is today an iconic heritage brand steeped in tradition. By virtue of staying true to its core values of trust and quality, Nalli has earned the patronage of customers across generations. In a chat with Fibre2Fashion, Nalli Group of Companies Vice Chairperson Lavanya Nalli talks sarees and trends.
What is the market size of sarees in India? Has it grown or shrunk in the last decade?
The current market size for sarees is ₹40,000 crore. It is developing at a slower rate than others, but it is growing nonetheless which is a positive thing to look forward to.
How do you manage to stay relevant as an Indian wear brand in an age of fast fashion?
We live in a world where fashion keeps changing every season, but saree is something that will always stay. We try to keep up with the trends by continual design innovation, releasing new and fresh design collections, maintaining a very high standard of quality (we have been known for trust and quality for over 100 years), and providing outstanding customer service.
What makes saree so timeless?
Sarees date back thousands of years, and as an emotional and cultural component of our collective/societal psyche rather than merely a fashion item, they hold a special place in the hearts of women all over the world.
How many stores does Nalli own in India and abroad?
We have 40 plus stores in India and abroad.
Which are your major markets in India and abroad?
In India, our major markets are Tamil Nadu and Delhi. Outside India, we sell majorly in places where there is a large Indian diaspora. We are developing within India at a great speed.
What is the response you get from your online store? Are women comfortable buying sarees online?
Since its beginning, our online store has grown 2-3x per year, with a significant move to internet purchases throughout COVID. Women are more likely to purchase sarees online if they trust the brand and the experience.
What are the latest trends for the upcoming festive season in sarees?
Colourful sarees are popular during the festival season. Bright colours, as well as zari work and tissue sarees are always in demand during the festival season. Traditional handloom sarees, such as banarasi and kanchipuram, are evergreen and constantly in style. In recent years, there has been an increase in demand for sarees that are easy to wear, such as organza, or sarees that make a statement, such as a structured saree or a ruffled saree.
Nalli has changed its narrative and brand positioning in the last few years. What has changed and what remains?
A lot of people still think of Nalli’s as only having kanchipuram or wedding silks. In reality, Nalli has probably the best range and quality in kanchipuram, banarasi, and wedding silks, but it’s not the only thing in our stores, as you’ll notice if you visit our website or enter any Nalli store. It just happens to be what we are known for due to our market leadership in that category. We have six more collections in the pipeline and the design language is very different from traditional kanchipuram weaves. The craft itself is expressed in very different forms, ranging from digital prints to handloom weaves. We can only continue to maintain market leadership by constantly innovating, constantly disrupting ourselves, and raising the bar higher and higher—for design, quality, range, and price!
Published on: 17/10/2022
DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.
