The significance of e-commerce is slowly dawning on everyone, particularly those who matter – the designers. The latest to embrace it after much dithering is none other than ace couturier Ritu Kumar. For someone like Ritu Kumar, a top notch designer, to sell her clothes online is a big deal for those who look up to her as well as those who shop merchandise online.
For those who purchase Ritu Kumar’s heavily embroidered garments in South Delhi’s Khan Market and other posh markets her decision to sell her collections online for the NRIs is a big climb down, perhaps a change in business strategy. This means people living in New York, San Francisco, Tokyo or Paris have the prerogative to accept or reject her clothes.
Tell this to Ritu Kumar and she takes it sportingly. “It is all right; buyers can accept or refuse. Even in our showrooms people see our range without purchasing. People on the net are international buyers; a sophisticated lot. E-commerce portal is the new way forward.”
Shedding light on her association with Cbazaar, Ritu Kumar says, she genuinely believes in promoting ethnic wear as it captures the synergy between traditional and Western outlook. “If 20 years ago someone had told me that people would buy dresses from portal I would have refused to believe. During that period organic fashion was dying. People in divergent countries ranging from Japan to the U.S. were crazy about owning the latest European standardised outfits. It was a PR exercise. I used to wonder what would happen to our textile craft. But nothing of that sort has happened and this is a cause for celebration.”
Founded in 2005 and headquartered in Chennai, Cbazaar has repositioned itself through Ethnovogue to tap the burgeoning Indian diaspora. The objective is to take Indian motifs to a new international high while retaining its inherent ethnic aesthetics.The portal will also present Ritu Kumar’s classic silhouettes ranging from designer saris to salwar-kameez in the larger interest of the weaving community. “Every outfit which is sold abroad eventually helps a family to survive. All dresses on the portal would either be hand woven or hand screened. There would be printed embroidery, tie-die and Ikkat. All this translates into good business for the weavers. For them it is their rozi, roti.”
An emotional Rajesh Nahar, co-founder Cbazar, says he is proud that Ritu Kumar is extending support to showcase heritage of the country on portal. “Millions of Indian origin people are living outside the country. They want to remain connected to their roots.”
