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<ul><li>Sabhyata, an ethnic wear brand that is now pegged at ₹120 Crore, is aiming to become ₹200 Crore brand by the end of next financial year. </li><li>The brand is hopeful about its sales from Diwali — aims to collect 25% of its revenue from the on-going festive season. </li><li>Now on 110 stores in India, the ethnic wear brand will be adding 50 stores every year in India and expand its presence to Nepal, Sri Lanka, Singapore in three years. It will also be available on Myntra from next month. </li><li>Built on strong word-of-mouth, Sabhyata has also launched its third campaign to increase customer retention and brand value. </li></ul>While most e-commerce platforms lure their customers with high discounts and big media splash during the festive season, Sabhyata, an ethnic wear brand, is pinning all its hopes on its single advertisement, organic social media promotions, and offering good-quality product range. <br /><br />Launched in 2003, Sabhyata has truly believed in its product and in the power of social media since the beginning. It started advertising in the mainstream media only three years ago, before that, word-of-mouth did wonders for the brand. <br /><br />Chayan Verma, Head of Marketing, Sabhyata believes the reason behind this strong word-of-mouth was its variety of products and cost-effectiveness. It targets working women, who need new attire every day for work in their limited budget, says Verma. Even now, 80% of Sabhyata’s marketing monnies go to social media and the remaining 20% are divided between in-cinema ads and a little bit of outdoor advertising. After 16 years of its existence, the brand has only three big campaigns in its kitty. <br /><br />In 2011, Sabhyata only had three stores and the tables only turned in the last seven years when the brand started growing at the rate of 800% YoY. Now, on the back of the festive season and the promotion around its new campaign, Sabhyata further aims to grow from ₹120 Crore to ₹200 Crore by the end of this financial year. <br /><br />While 95% of its revenue comes from women’s ethnic wear, Sabhyata will be increasing its focus on men’s collection in two years as the number of its stores in India increase. <br /><br />Now on 110 stores in India, Sabhyata aims to launch 50 stores every year and in three years, the brand also will be taking its ethnicity to Nepal, Sri Lanka, and Singapore. <br /><br />It is also present on Flipkart, Amazon, and will be available on Myntra from next month. However, Verma says these platforms can only offer visibility and since its inception, Sabhyata hasn’t believed in offering discounts. “The only thing you get on e-commerce is brand visibility and repetition of your old stocks. E-commerce, right now, is a discounting market altogether. It is very difficult to sell fresh stock on it. So from the marketing and branding point of view, we are focusing on that, but not on the point of revenue.” <br /><br /><strong>One Campaign a Year<br /></strong><br />Sabhyata plans to launch only one advertisement every year during Diwali. Being an ethnic brand, festive season plays an important role in spurring its growth and contributes about 25% to its overall revenue. <br /><br />On why only one campaign a year, Verma expounds, “From a marketing point of view, we have learnt that Diwali is the best time to put in any ads and that’s when you get the eyeballs from customers.”<br /><br /><strong>Objective Behind Sabhyata’s latest ad</strong><br /><br />Sabhyata’s latest advertisement starring Jatin Sarna, Sheeba Chadha, and Anupriya Goenka aims to redefine the relationship between a daughter-in-law and her mother- in-law. Through the infamous domestic <em>Saas-Bahu</em> war around who will make the tea, the video showcases how when both women refuse to budge from their point, making one of them move to the kitchen seems to be an impossible task. <br /><br />Finding himself in a difficult situation for having to keep up as an ideal son for the mother’s sake and an ideal husband for the wife’s sake, the man of the house is found going back and forth to reach the unconventional answer. Having absolutely zero knowledge of the technical know-how near the stove, he moves in to rescue the festivity of the day. <br /><br />
  
  
  
  
  
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<br />Sabhyata is one of the few brands in India to on-board an infamous character - Jatin Sarna, best known for his negative role in Sacred Games. For the longest time, brands have shied away from using a villain in their advertisement. <br /><br />Verma tells us that it was an intentional choice. “This man (Jatin Sarna) has been portrayed in Sacred Games as kind of a womaniser and we wanted to bring this character into the film specifically just to prove a point; he eventually learns a lesson. People actually can relate to this guy, I suppose those ‘typical guys’ who are, shying away from household work and we wanted to portray what society expects from them,” he adds. <br /><br />With its advertisement of this year, Sabhyata aims to increase brand value and customer retention. According to Verma, retaining customers is the biggest problem that garment players of all kinds are facing. A single mistake in today’s market, says Verma, and the customer is long gone. It is with campaigns like these that Sabhyata is facing the challenge upbeat. <br /><br />“The objective is not to make revenue -- it's about creating the brand value in the minds of the customer, especially the women out here. When someone is wearing a Sabhyata product, he/she should be proud of what they are wearing,” shares Verma.<br /><br /><strong>Media Plan<br /></strong><br />Sabhyata believes in getting the most bang for its buck. The ethnic wear brand has spent ₹15 lakh on its latest advertisement, which was conceptualized and made in-house, and might spend ₹5 lakh more on pushing the advertisement on digital media. “We have only invested in the advertisement. If the idea and concept is right, you don't need much marketing funds to sell it,” believes Verma. <br /><br /><strong>Plan Ahead</strong><br /><br />Going forward, Sabhyata will be working towards being the most recalled ethnic brand in India. <br /><br />“In the next three years, we see Sabhyata with 250 exclusive outlets and more than ₹ 300 crore turnover. Sabhyata will also be present at all the LFS stores, be it Central, Pantaloons, or Westside. Apart from that, we want to be present on all online platforms. We want the brand recall to be so strong that when someone thinks about ethnic collection, Sabhyata is at the top of their mind. Through these digital efforts, we try to celebrate all relationships and connect to our audience in ways they understand and can relate to,” concludes Verma. <br />

Sabhyata to become a ₹200 Crore brand by the end of next financial year  — aims to take the brand to 3 more countries

<ul><li>Started out of a small bedroom 4 years ago, Indian Ethnic Co. owns three offices today and is growing by 200-300% YoY because of <keyword id="10959467" type="UNKNOWN" weightage="20" keywordseo="dance-marketing">dance marketing</keyword> and its ethnic products. </li><li>We speak to <keyword id="10959469" type="PERSON" weightage="20" keywordseo="lekhinee-desai">Lekhinee Desai</keyword>, Co-founder, <keyword id="10959468" type="UNKNOWN" weightage="20" keywordseo="the-indian-ethnic-co">The Indian Ethnic Co</keyword>. to understand the importance of developing a voice and identity on social media, benefits of being involved in the marketing process as a founder and business goals for the brand.</li><li>Desai also tells us the inspiration behind their unique way of marketing.</li></ul>The co-founder of The Indian Ethnic Co. Lekhinee Desai has never really purchased an outfit in her life. Her mother, Hetal Desai, would visit popular exhibitions to find the best fabric in the market and stitch beautiful outfits for her. With no formal degree in fashion, Hetal continued stitching clothes and buying ethnic fabrics for her pure love for designing. Soon, the word spread and her neighbors and friends started approaching her. Four year ago, Lekhinee graduated from her business school and encouraged her mother to pursue her passion for designing. They put a team of artisians together and started The Indian Ethnic Co. in 2016 out of their bedroom. For two years, the brand just sold products through social media and in 2018, its website went live and the brand was official.<br /><br />According to technopak, the total Indian ethnic wear market is valued at Rs 70,000 crore and out of this, women's ethnic wear has an 85% (Rs 59,500 crore) share in the market and is expected to grow at a CAGR of 10% till 2022. With the rising demand for ethnic wear and huge market potential for organised players, many international brands like Van Heusen, H&amp;M, Raymond and Peter England have also forayed into the ethnic market. So, to beat these giants, The Indian Ethnic Co. came up with a unique idea of marketing. Lekhinee decided to wear her own products and dance in them to portray how comfortable saris can be, to connect with consumers on a personal level.<br /><br />Lekhinee and her sister Twaraa Desai along with her childhood friends Apurva Dani and Charvi Budhdeo, are trained in classical Odissi dance forms. Lekhinee says she started dancing even before she started walking. She was also an assistant choreographer for the movie Ramleela. So, dance marketing came naturally to her and her dance marketing team. It was after Instagram introduced Reels in India that their videos started going viral. Their first reel itself garnered a million views. <br />            <div type="Video" msid="81619646" hostid="261" title="How dance marketing helped The Indian Ethnic Co. break the clutter and grow by 200-300%" dataSource="BUSINESSINSIDER" thumbUrl="https://denmark.timesinternet.in/cmslite/api/app/images.jpg?msid=81619646"></div><br />Telling us how the team came up with the idea of dance marketing, Lekhinee shared, “We were going to launch our Saris. We were known for our Kurtas and our fabrics before then. We wondered, how can we really break the clutter...My friends would come for the photoshoot because we always believed in showcasing real women (not models). So one fine day, my father suggested why don’t you start making dance reels with them? Dance is such a secondary nature to you and your friends, he said and mentioned how unique it would be to see women dancing effortlessly in saris. We thought it would also be so helpful to communicate the attributes of the product itself, because the saris that we sell are 100% handcrafted. They are made from such fine fabric in Mal, Kota Doria and cotton. So, we set up a tripod and shot ourselves dancing. The first reel was shot in five minutes and it got a million views. Our collection was sold out even before we could announce our launch.”<br /><br />The group’s first viral video on Instagram Reels was Kangana Re from the movie Paheli. The idea behind their dance marketing is to promote Indian ethnic culture, instil national pride and celebrate real beauty by featuring women of all sizes, age, shapes and colours. It also promotes sustainable fashion. <br /><br />            <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br />According to Lekhinee, it is because of their company’s relatability factor and engaging content that they’ve been able to carve a niche for themselves. <br /><br />Telling us about the company's USP, she said, “I think what really separates us is the relatability factor that we've always tried to put in from day one. The idea is always to have real faces, and have real women of all body sizes and different age groups. My sister is 21. And even she wears a sari. And I am 29 and all the girls are within this range of age group. So, our videos also connect to the Gen Next of handcrafted clothing because they are not overexposed to wearing saris. We are also breaking so many stereotypes with the fact that we are young and showcasing the products in the way we are. This is not only helping us break the clutter but also helping us connect with the younger generation to adopt and wear sustainable fashion. Apart from that, the dance marketing format we’ve created, the overall industry is following that now.” <br /><br />Today, the Indian Ethnic Co. has three offices and one studio. It is about to hit a Rs 10 crore revenue mark because of dance marketing and its unique ethnic products. <br /><br />“When we officially started, I remember in 2018, we were doing 20 orders a week. And now we do close to 3000 orders a month, which is over 100 orders a day. That’s the kind of scale we’ve witnessed since we started. The turning point for us was the launch of the website. We started with an investment of Rs 50,000. And now we are close to touching a turnover of Rs 10 crores and we are seeing close to 200-300 times growth year-on-year since we started the website in 2018,” shared Lekhinee. <br /><br />When retail outlets shut down after COVID-19 hit India, The Indian Ethnic Co saw its second phase of growth and started flourishing on social media. <br /><br />Telling us about Indian Ethnic Co’s experience of sustaining through a global crisis, Lekhinee said, “Online sales boomed during the time of COVID and it has also pushed consumers to move to online shopping, even those who were not used to shopping online. We continued to advertise on Facebook and Instagram because our team is dependent on us. There are dyers, artisans, weavers -- they are all dependent on us. So, we took three orders during the lockdown and promised to deliver once it was uplifted. It ensured that all the artisans continued to get their income throughout the lockdown period. We also paid them an advanced salary so that their livelihood is not impacted. Once the lockdown opened, the artisans helped us in return. We were able to grow two and a half times in the matter of three months because retail outlets were shut. We didn’t have an office until the lockdown. In October 2020, we bought 3 offices and a studio.” <br /><br />To retain these customers, The Indian Ethnic Co. plans to expand its width and the depth of the products. It ultimately aims to become a lifestyle brand that offers everything a consumer needs.<br /><br />“The idea now is to create a library of sorts for all products handcrafted in India. So, currently, we have a range of fabrics, but now we want it to be a one-stop shop like an encyclopedia store of sorts, where all kinds of crafts and fabrics are available and anyone can come and shop from the Indian Ethnic Co. India has so many crafts to showcase and there are different kinds of artisans who are doing such great stuff. So, we really want the entire portfolio of everything handcrafted, that anyone can think of, to be on our website,” said Lekhinee. <br /><br />The Indian Ethnic Co. is also planning to launch a new range of products for men and kids.<br />

How dance marketing helped The Indian Ethnic Co. grow by 200-300% post-lockdown

With brand new styles and fusion statements, ethnic dressing has taken centre stage in the fashion circuits. With this new wave, ethnic jewellery styles have also come into the spotlight. We often see our favourite celebrities experimenting with fabulous ethnic jewellery on the runway and red carpets. <br /><br />One statement piece that always stands out is the perfect pair of ethnic earrings. From jhumkas, to chandbalis to danglers to traditional motifs inspired designs, each piece is gram-worthy! Ethnic earrings spell elegance and grace whether it be on festive occasions or your daily style. Pair these with gowns, sarees, lehengas, suits or even western fusion, each style amps up your ethnic glam quotient. <br /><br />We’ve listed for you some statement making designs in an array of colours and shapes, each fabulous and fiery. <br /><br /><br /><bulletContentEmbed name="B07PHKD63B" columns="1"><bulletContentHeading name="B07PHKD63B_head">  <div type="image" title="Top Pick" msid="79429379" hostid="261"></div></columnHeadThumb>B07PHKD63B</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B07PHKD63B_body"><bulletContentRow name="B07PHKD63B_3848930383762964"><bulletContentRowHeading><bulletContentRowHead col="1">Yellow Chimes Handmade Tibetan Traditional COMBO of 3 Pairs Gold Plated Dangler Earrings for Women and Girls</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">These rich and appealing Tibetan style hook earrings from Yellow Chimes are handcrafted with red, green, blue &amp; gold laac work. It is your one stop for all fashionable looks, be it casual or ethnic. These highly detailed earrings are made up of safe material and are of the best quality one can offer.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B07PHKD63B_8791966838909463"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Anti-allergic and safe for skin.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed><br /><br /><bulletContentEmbed name="B07NJHP3GC" columns="1"><bulletContentHeading name="B07NJHP3GC_head"><div type="image" title="Editor&amp;#39;s Pick" msid="81528810" hostid="261"></div></columnHeadThumb>B07NJHP3GC</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B07NJHP3GC_body"><bulletContentRow name="B07NJHP3GC_0813825253407106"><bulletContentRowHeading><bulletContentRowHead col="1">Zaveri Pearls Ethnic Dangler Earrings for Women (Golden) (ZPFK7383)</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">These earrings from Zaveri Pearls are drop-dead gorgeous. with an elegant design and rich look, these golden &amp; green earrings will steel the show everytime you wear them. A great option to pair with multiple ethnic outfits, this is a pair of pure classy earrings. Made up of high quality zinc material, these earrings are plated with 22k yeelow gold.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B07NJHP3GC_1115325083641341"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Immensely elegant and beautiful.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed><br /><br /><bulletContentEmbed name="B00QYQ38J4" columns="1"><bulletContentHeading name="B00QYQ38J4_head"><div type="image" title="Popular Pick" msid="81528827" hostid="261"></div></columnHeadThumb>B00QYQ38J4</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B00QYQ38J4_body"><bulletContentRow name="B00QYQ38J4_7631511772145899"><bulletContentRowHeading><bulletContentRowHead col="1">Zaveri Pearls Pearl Ruby Dangle &amp; Drop Earrings For Women - ZPFK1194</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">These earrings from Zaveri Pearls are pink and white in colour and have a golden base. Made up of high quality material, these earrings are also very durable. You can pair them with unlimited outfits by matching the colours or contrasting them.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B00QYQ38J4_4454499510865078"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Beautiful pair of earrings, with simple yet elegant style.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed><br /><br /><bulletContentEmbed name="B07S3H1BPS" columns="1"><bulletContentHeading name="B07S3H1BPS_head">                <div type="image" title="Must Have" msid="78388397" hostid="261"></div></columnHeadThumb>B07S3H1BPS</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B07S3H1BPS_body"><bulletContentRow name="B07S3H1BPS_8024061708192857"><bulletContentRowHeading><bulletContentRowHead col="1">JewelMaze Traditional Jhumki Earrings Combo For Women and Girls - Set of 4</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Inspired by beautiful traditional patterns, this set of 4 jhumkis is perfect for every occasion. Available in a stunning combination of nature inspired motifs, each set pairs well with traditional as well as fusion wear. Crafted from alloy, the designs are eye-catching and intricate. The special plating adds to the charm and grace of this beautiful set. Perfect for festive as well as casual wear.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B07S3H1BPS_8262292156927553"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Lightweight Jhumkis in a Set of 4</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed><br /><br /><bulletContentEmbed name="B06Y5B7DPJ" columns="1"><bulletContentHeading name="B06Y5B7DPJ_head">                <div type="image" title="Also Consider" msid="78388443" hostid="261"></div></columnHeadThumb>B06Y5B7DPJ</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B06Y5B7DPJ_body"><bulletContentRow name="B06Y5B7DPJ_4828024162193411"><bulletContentRowHeading><bulletContentRowHead col="1">Zaveri Pearls Combo of 4 Ethnic Earrings - ZPFK6029</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Each design in this set of 4 ethnic earrings combo is intricate and bold. Plated with 22k yellow gold, these earrings are made of zinc. With intricate detailing and stunning designs, each pair is perfect for special occasions. Style them with ethnic or fusion wear, these earring sets will effortlessly add glam to your festive outfits. Comprising bali, jhumka and dangler designs, this earrings combo set is colourful and refined.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B06Y5B7DPJ_9675681642337930"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Statement Making Designs with 22k Yellow Gold Plating</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed><br /><br />

Best earring sets for women in India

<keyword id="3581474" type="General" weightage="100" keywordseo="tcns" source="Orion">TCNS</keyword> Clothing (TCNS), <keyword id="3658" type="General" weightage="50" keywordseo="india" source="Orion">India</keyword>'s leading women's ethnic-focused fashion player, today announced that it has entered into definitive agreements for combining with <keyword id="3360476" type="General" weightage="80" keywordseo="abfrl" source="Orion">ABFRL</keyword>, India's leading fashion &amp; apparel company, and a part of the Aditya Birla Group. The transaction entails a combination of TCNS into ABFRL and will be carried out through - (1) Acquisition of the founding promoter's stake through a SPA and a conditional public open offer followed by (2) Merger between the two entities.<br /><br />The value of the promoter stake and open offer consideration for TCNS is ~ Rs. 1650 Crores for 51 per cent stake, making this one of the largest deals in the Indian fashion space.<br /><br />Onkar <keyword id="16015401" type="General" weightage="50" keywordseo="singh-pasricha" source="Orion">Singh Pasricha</keyword>, Chairman and Executive Director of TCNS, commented "This deal marks a true milestone for our company and its stakeholders. Under the support and guidance of ABFRL, TCNS will surely achieve even greater heights of success and excellence. We are happy that we have been able to pass on our legacy to one of the most prestigious and respected groups - one that is known for its values, ethics, corporate governance and employee empowerment. We believe that all stakeholders of TCNS will benefit immensely from this landmark transaction."<br /><br />Speaking on the transaction, <keyword id="6354955" type="General" weightage="50" keywordseo="kumar-mangalam-birla" source="Orion">Kumar Mangalam Birla</keyword>, Chairman, Aditya Birla Group, said, "This deal is yet another marker of the Aditya Birla Group's faith in the dynamism and buoyancy of the Indian consumer economy. As India stands on the cusp of a multi-decadal consumption boom, ABFRL is a forerunner in shaping the fashion landscape of our vibrant nation. For ABFRL, the TCNS deal is indeed a significant milestone as it complements our existing portfolio of exceptional brands across the entire spectrum of Indian fashion. By embracing TCNS's portfolio of loved women's ethnic brands, we are reinforcing our commitment to ethnic wear, the largest category in the apparel industry. With this acquisition, the fast-growing ABFRL platform is poised for the next phase of transformational growth."<br /><br />Over the years, TCNS has evolved into a leading women's branded apparel company with a proven playbook of multiple brand creations and seamless execution across multiple channels.<br /><br />Commenting on the acquisition, Ashish Dikshit, Managing Director, ABFRL said, "As young Indians identify a new-found confidence in their identities woven around Indian culture and heritage, the next set of leading consumer brands will be built in the Indian ethnic wear space. TCNS, through its brands W, Aurelia, Wishful &amp; Elleven, is catering to the Indian women's fashion needs across markets and price points. Each of these brands have been built over a long period of time and enjoy tremendous consumer love. This transaction is the pivotal piece of our ethnic strategy and marks the culmination of our stated intent of building India's most comprehensive ethnic wear portfolio."<br /><br />Anant Daga, Managing Director of TCNS said, "TCNS has been a pioneer in branded women's ethnic wear market in the country. Over the last 20 years, we have built India's most successful women's franchise on the back of our leading brands. The market continues to offer long-term growth opportunities and our partnership with ABFRL will help us fully realize this potential. ABFRL's proven brand-building capability, distribution strength and strong ecosystem of partners will help our brands into its next phase of growth and profitability."<br /><br />Credit Suisse acted as the exclusive financial advisor and Shardul Amarchand Mangaldas &amp; Co acted as the legal advisors for the transaction. Grant Thornton acted as an independent valuer for TCNS while ICICI Securities provided the Fairness Opinion to the Board of TCNS.<br /><br /><strong>Transaction Structure<br /></strong><br />As part of the transaction, ABFRL will make a conditional open offer to acquire up to 29 per cent stake at Rs. 503 per share from public shareholders and acquire the remaining stake from the founder promoters to reach an overall shareholding of 51% in TCNS. Pursuant to the above, TCNS will be amalgamated with ABFRL under the merger scheme wherein public shareholders of TCNS (as on effective date) will receive 11 shares of ABFRL for every 6 shares that they hold in TCNS.<br /><br />The transaction is subject to customary regulatory approvals including approvals from the Competition Commission of India, SEBI, Stock Exchanges, and National Company Law Tribunal.<br /><br /><strong>SEE ALSO:<br /><a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/india/news/iafs-mig-21-crashes-in-rajasthan-three-civilians-killed-pilot-safe/articleshow/100069573.cms">IAF's MiG-21 crashes in Rajasthan; three civilians killed, pilot safe</a><br /></strong><a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/news/india-coal-imports-surge-to-162-mt-in-fy23-inbound-coking-coal-shipment-grows-to-54-mt/articleshow/100069770.cms"><strong>India coal imports surge to 162 MT in FY23; inbound coking coal shipment grows to 54 MT</strong></a>

TCNS to merge with Aditya Birla Fashion and Retail Limited (ABFRL)

New Delhi, Jan 27 (IANSlife) One of the most influential labels, if not the reigning brand in Indian fashion, <keyword id="8264" type="COMPANY" weightage="20" keywordseo="Sabyasachi">Sabyasachi</keyword>, enters into a strategic partnership with <keyword id="2834772" type="COMPANY" weightage="20" keywordseo="Aditya-Birla-Fashion">Aditya Birla Fashion</keyword> and Retail Limited (ABFRL) by which <keyword id="967" type="PERSON" weightage="20" keywordseo="Aditya">Aditya</keyword> <keyword id="39439" type="COMPANY" weightage="20" keywordseo="birla">Birla</keyword> Fashion has acquired 51 percent stake in the brand for an undisclosed amount.<br /><br />The namesake label of designer Sabyasachi Mukherjee has been a leading retailer and couturier in Indian fashion since 1999 with a strong presence across the country and internationally. From humble beginnings in Kolkata, designer Sabyasachi Mukherjee has grown his brand from strength to strength, being the proud owner of what can only be called as India's first '<keyword id="2488478" type="COMPANY" weightage="20" keywordseo="Luxury-fashion">Luxury Fashion</keyword> House' in the real sense of the term. <br /><br />On Wednesday, 27th January, ABFRL announced that its platform will complement brand Sabyasachi on its journey to becoming a global luxury house out of India. This aim is to build a large ethnic wear business over next few years to complement its strong and diverse portfolio in western wear segment of the Indian apparel market. ABFRL is part of a leading Indian conglomerate, The <keyword id="44373" type="COMPANY" weightage="20" keywordseo="Aditya-Birla-Group">Aditya Birla Group</keyword>, with a revenue of Rs. 8,788 Cr in FY19-20, it is India's first billion-dollar pure-play fashion powerhouse with an elegant bouquet of leading fashion brands and retail formats.<br /><br />CEO and Founder of Sabyasachi Brand, Mr. Sabyasachi Mukherjee, said: "Over the course of the last couple of years, as my brand evolved and matured, I began searching for the right partner in order to ensure continuity and long-term sustainable growth. I am honoured and excited to have found that partner in Mr. Kumar Mangalam Birla and ABFRL. Aligned in our vision, and committed to excellence, we will work together to grow a truly global luxury brand out of India." <br /><br />Sabysachi Mukhrjee has always been ahead of the curve, and from the very beginning has strived to create a brand which in addition to the creative side of fashion, focused on the business of fashion. Sabyasachi has emerged as one of the most influential cultural voices in the country  shaping modern fashion and lifestyle while celebrating artisanal craftsmanship and traditional techniques in each and every product.<br /><br />The brand straddles categories such as apparel, accessories and jewelry and has a strong franchise in India, US, UK and the Middle East. Today, with solid footing in the domestic retail landscape, several major global collaborations, and international flagships opening soon, Sabyasachi continues steadfastly on its path to becoming the first voice of global luxury out of India.<br /><br />Commenting on the partnership with the ace designer, Ashish Dikshit, Managing Director, ABFRL adds: "We believe that over the next few years, ethnic wear is going to be an increasingly important category as young and confident Indrediscover their culture and heritage. The Sabyasachi brand, through its emphasis on excellence in design and craftsmanship has set new benchmarks and captivated the imagination of the sophisticated global Indian consumer. We are proud to partner Sabyasachi in its journey to become the only global luxury brand from India. We see a 'Made in India' global brand like Sabyasachi occupying the pinnacle of our ethnic wear portfolio. Over the next few years, ABFRL intends to craft a portfolio that addresses the entire gamut of ethnic wear segments: value, premium and luxury."<br /><br />The proposed acquisition is subject to necessary statutory approvals and signing of definitive agreements. One can only wait and watch this unique story of Indian excellence unfold in the months to come.<br /><br /><br />

Sabyasachi sells 51% stake to Aditya Birla Fashion

<ul><li><keyword id="12935747" type="General" weightage="100" keywordseo="tasva" source="Orion">Tasva</keyword>'s new film encourages men to feel free to express themselves in their true spirit, especially during their special day.</li><li>It is conceptualised by <keyword id="2805309" type="General" weightage="20" keywordseo="taproot-dentsu" source="Orion">Taproot Dentsu</keyword>.</li></ul>Tasva, a new men’s ethnic wear brand by <keyword id="2826" type="General" weightage="20" keywordseo="tarun-tahiliani" source="Orion">Tarun Tahiliani</keyword> &amp; <keyword id="44373" type="General" weightage="20" keywordseo="aditya-birla-group" source="Orion">Aditya Birla Group</keyword>, has launched a new campaign. The campaign, ‘Sada Mast Raho’, challenges the social code of conduct prescribed for the groom at his wedding. Be it his choice of clothes, mannerisms or body language, the film encourages men to feel free to express themselves in their true spirit, especially during their special day. For the record, Tarun Tahiliani is a prominent Indian fashion designer and is known for his ability to infuse Indian craftsmanship &amp; textile heritage with tailored silhouettes.<br /><br />Men’s fashion in India has come a long way owing to a plethora of boutique labels offering out-of-the-box and trendy looks, cuts and fits for men across western casual and formal wear. Today, there is ample choice for men to pick from and make a statement or express themselves through fashion. However, when it comes to ready-to-wear wedding wear, they are limited in style, fits and quality. Besides, in India, the choice of the groom’s outfit is often a consensus between his mother, sister or bride-to-be, if not more. Often the grooms find their style and taste compromised and their expression confined when it comes to their wedding.<br /><br />Therefore, the film is a war cry against this compromise and urges grooms to be themselves, more so on the most important day of their life. It showcases the typical ways a groom must behave in a function such as posing for photos, standing upright and looking like a royal mannequin, being traditional in greeting his elders and dressing a certain way that may not suit his personality. On the contrary, the Tasva groom is liberated from these chains of social codes and is true to his character. He is comfortable and expressive in his outfit and his skin.<br /><br />The film shows a scene from a typical wedding reception. The photographer is instructing the bride and groom to pose for the typical wedding album kind of photos. The groom dressed up gorgeously in a Tasva outfit watches his bride perplexed and guests getting bored. He blows a whistle and signals to the band to play something interesting. Thereafter he takes the wedding by storm. He dances, grooves, teases and mocks the rather serious codes and rituals that surround an Indian wedding. He joins the band and sings, “Fursat Na Dekho, Mahurat Na Dekho, Sada Mast Raho”. In the end, we see him take an uncle’s pagdi and climb atop an elephant and dance as the entire guests at the wedding join him in the gala party.<br />  <div type="Youtube" id="DKtulPhRayQ" title="Tasva - Sada Mast Raho Brand Film - 2 Minutes" thumbUrl="https://i.ytimg.com/vi/DKtulPhRayQ/mqdefault.jpg"></div><br />Speaking on the campaign, Tarun Tahiliani, Tasva, an <keyword id="12935749" type="General" weightage="20" keywordseo="aditya-birla-group-venture" source="Orion">Aditya Birla Group Venture</keyword> said, “The spirit of Tasva i.e 'the best of self' can not be expressed in jaded, forced portraits but must be expressed in the current possibilities - of movement, freedom and self-expression. The film beautifully captures this in the digital age. And our garments are also young, tailored, sculpted but designed for fit and movement - a light, cool breeze - Sada Mast Raho.”<br /><br /><keyword id="2959989" type="General" weightage="20" keywordseo="titus-upputuru" source="Orion">Titus Upputuru</keyword>, Creative Head, Taproot Dentsu Gurgaon added, “When you see the advertising in this segment, it all seems rather serious. The way a man poses after wearing traditional Indian wear, it seems like he is on to saving the world. He is standing upright and has this piercing look into the camera. Also when it comes to weddings, ‘sada sukhi raho’, ‘sada suhagan raho’ (to the bride), etc. are the usual blessings that are given. We said let’s change the conversation because the young men who have marriage on their minds aren’t suddenly turning into these very serious men. It is their big day and they still want to have a good time. That’s why we wrote ‘Sada Mast Raho’. It was wonderful to partner Tarun Tahiliani. I love his sensibilities and the finesse that he has brought into the garment is pure genius.”<br /><br />Abhinav Kaushik, Head, Taproot Dentsu Gurgaon commented, “Men today have very clear preferences with respect to their attire and are using self-grooming and dressing as means to express their true personalities. But when it comes to Indian wear, they are somewhat at a loss due to lack of options, unlike in western wear. With Tasva, we aim to widen their range of choices and encourage that natural self-expression and exuberance even in Indian wear. This campaign is an absolutely refreshing way to break the seriousness that comes with ethnic wear.”<br />

Aditya Birla Group's Tasva challenges the social code of conduct prescribed for the groom at his wedding

They’re royal, regal and absolutely ravishing! Pearls are a must-have in every woman’s jewellery collection simply because they are simple yet stunning. Adorned by royalty, pearl jewellery personifies extravagance in an understated way. <br /><br />Ruling the Western as well as Indian jewellery scenes, pearl jewellery pairs well with skirts, pants, jeans and even with the most ethnic lehengas, sarees and suits. <br /><br />Pure and pristine, pearl jewellery is set in gold, silver and even gold plated metals. Available in a variety of choices - from single strand strings, to multi-layered, to choker style, to designs crafted with kundan, polki, and other gems for that luxe look - pearl jewellery is all about elegance and sophistication. <br /><br />We’ve rounded up our personal favourites that can be styled with western as well as ethnic attire and are perfect for every occasion. Pick the ones that fit your taste and style. <br /><br /><br /><bulletContentEmbed name="B01B60EIK0" columns="1"><bulletContentHeading name="B01B60EIK0_head">                <div type="image" title="Top Pick" msid="78238758" hostid="261"></div></columnHeadThumb>B01B60EIK0</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B01B60EIK0_body"><bulletContentRow name="B01B60EIK0_6235049998002993"><bulletContentRowHeading><bulletContentRowHead col="1">MY DT Lifestyle Double Line Pearl White Necklace For Women (PRL2)</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">This piece is the most iconic design in pearl jewellery. Available in the classic double strands of pearls with matching round ear studs, this jewellery set is your go-to for any occasion. The necklace beautifully sets against the neckline and lends a delicate look. Perfect for western as well as traditional wear, this set is best worn for parties and formal gatherings. Uniform natural pearls give a graceful look.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B01B60EIK0_4290171905851216"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Classic Double Strand Necklace with Ear Studs</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed><br /><br /><bulletContentEmbed name="B07P73DF79" columns="1"><bulletContentHeading name="B07P73DF79_head">  <div type="image" title="Editor&amp;#39;s Pick" msid="78238824" hostid="261"></div></columnHeadThumb>B07P73DF79</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B07P73DF79_body"><bulletContentRow name="B07P73DF79_0414950230219232"><bulletContentRowHeading><bulletContentRowHead col="1">Sukkhi Trendy Kundan Gold Plated Wedding Jewellery Pearl Choker Necklace Set for Women (N73544)</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Featuring a choker style necklace, a pair of Chandbali earrings and a matching maang tikka - this intricate heavy set is perfect for bridal wear. Whether it be your wedding, engagement or the wedding of your loved one - this pearl set is befitting for the occasion. Gold plated and set in Kundan, this pearl set comes in a unique one-of-a-kind traditional embellish with antique finish. Wear it with a lehenga or a heavy saree, this set will stand-out for sure. Light-weight and perfect for wearing for long hours, it is made from toxic free materials and is anti-allergic as well.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B07P73DF79_1364387792127734"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Heavy Pearl Jewellery Set with Kundan</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed><br /><br /><bulletContentEmbed name="B07RS24D54" columns="1"><bulletContentHeading name="B07RS24D54_head"><div type="image" title="Popular Pick" msid="81446484" hostid="261"></div></columnHeadThumb>B07RS24D54</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B07RS24D54_body"><bulletContentRow name="B07RS24D54_2606305300922778"><bulletContentRowHeading><bulletContentRowHead col="1">Taruna Biyani Non-precious Metal Silver Plated and Pearl Necklace Mala Set for Women</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">This pearl necklace set by Taruna Biyani is literally the definition of elegance. Beautifully designed neckpiece with a matching pair of earrings, this necklace set is made up of premium quality faux pearls. The set can be worn on a number of occasions. You can use it as a dailywear necklace set, pair it with your formal outfits and also wear it with Indian wear at functions and parties.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B07RS24D54_4211523794959087"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Available in different colours to choose from.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed><br /><br /><bulletContentEmbed name="B01N4AJIPW" columns="1"><bulletContentHeading name="B01N4AJIPW_head"><div type="image" title="Must Have" msid="78238779" hostid="261"></div></columnHeadThumb>B07V5HJLG7</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B01N4AJIPW_body"><bulletContentRow name="B01N4AJIPW_4364723042856407"><bulletContentRowHeading><bulletContentRowHead col="1">YouBella Jewellery Sets for Women Gold Plated Pearl Studded Necklace Jewellery Set with Earrings for Girls/Women</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">A perfect choice for fusion wear, this gold plated pearl set is studded with faux pearls and cubic zirconia diamonds. With matching earrings, this pearl set is a statement piece that looks great with gowns, dresses and even pants or denims when paired with a cool solid tee or a blazer. The soft sparkle of the pearls and diamonds make it ideal for parties and the festive season. This pearl set is skin-friendly and is free from nickel and lead as set by international standards. Flaunt it without the fear of allergies.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B01N4AJIPW_7810592370456577"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Gold plated fusion style pearl set.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed><br /><br /><bulletContentEmbed name="B0187E742W" columns="1"><bulletContentHeading name="B0187E742W_head">    <div type="image" title="Also Consider" msid="80744019" hostid="261"></div></columnHeadThumb>B0187E742W</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B0187E742W_body"><bulletContentRow name="B0187E742W_1303550734540963"><bulletContentRowHeading><bulletContentRowHead col="1">Zaveri Pearls garden Flower Necklace Set-ZPFK4300</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">This garden flower necklace from Zaveri Pearls is extremely beautiful and gives a traditional look. It comes with a pair of matching earrings. It goes amazingly with ethnic wear for any special occasion like a festival or indian weddings.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B0187E742W_0209972246202172"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Premium quality necklace set at a budget friendly price.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed><br /><br />

Best pearl sets in India

<ul class="summary-list"><li><keyword id="1334" type="COUNTRY" weightage="60" keywordseo="China">China</keyword> is cracking down on another mainly-Muslim ethnic group, the Utsuls, <a href="https://www.scmp.com/news/china/politics/article/3103253/tiny-muslim-community-chinas-far-south-becomes-latest-target">according to the South China Morning Post.</a></li><li>They are a group of around 10,000 who reside in Sanya, a city on the southern Hainan island, and are predominantly Muslim.</li><li>Last month, Beijing banned the hijab and long skirt worn by Utsuls in schools and government buildings, according to party documents seen by the Post.</li><li>The news comes as China continues to persecute <keyword id="1172982" type="PERSON" weightage="60" keywordseo="Uighur-Muslims">Uighur Muslims</keyword> in <keyword id="46500" type="COMPANY" weightage="60" keywordseo="Xinjiang">Xinjiang</keyword>. </li><li>Since 2016, at least 1 million Uighurs have been interned in hundreds of detention camps, where they are forced to adopt Chinese culture and sometimes work on production lines.</li></ul><p>China has brought in new measures subjugating yet another Muslim ethnic group, the Utsuls, <a href="https://www.scmp.com/news/china/politics/article/3103253/tiny-muslim-community-chinas-far-south-becomes-latest-target">the South Morning Post reported</a> this week, as the country <a href="https://www.businessinsider.com/china-kept-building-uighur-internment-camps-despite-release-claims-report-2020-9">continues to surveil and detain</a> <keyword id="45300" type="COMPANY" weightage="60" keywordseo="Uighur">Uighur</keyword> Muslims in Xinjiang.</p><p>The Utsuls, a group of around 10,000 who reside in Sanya, a city on the southern Hainan island, are predominantly Muslim.</p><p>Last month, the Chinese Community Party issued an order banning traditional Utsul dress — namely the hijab and a long skirt — in schools and government buildings, according to party documents seen by the Post.</p><p>The document was titled "Working Document regarding the strengthening of overall governance over Huixin and Huihui Neighbourhood," referring to the two areas on Sanya in which most of the Utsuls live.</p><div type="image" title="An image of an Islamic school in Sanya, Hainan, China." height="718" width="1436" msid="78461017" hostid="261"></div><p>Among the new regulations are requirements for new mosques to be smaller, a vaguely-worded ban on buildings with "Arabic tendencies," a ban on Arabic script on shop fronts, and a ban on placing the Mandarin characters for "halal" and "Islamic" on premises, the Post reported.</p><p>Bitter Winter, an Italy-based website that covers human rights in China, has also published a full <a href="https://bitterwinter.org/sanya-chams-muslim-minority-in-hainan/">copy of the regulations</a>.</p><p>"The official line is that no ethnic minority can wear traditional garments on school grounds but other ethnic minorities [in Sanya] don't wear traditional garments in their daily life," an Utsul community worker told the Post.</p><p>"It makes no difference to them but to us the hijab is an integral part of our culture, if we take it off it's like stripping off our clothes," the worker added.</p><div type="image" title="The location of Sanya, on Hainan, in southeast China." height="436" width="873" msid="78461018" hostid="261"></div><p>Small protests broke out last month in the two neighborhoods of Sanya where Utsuls live, the newspaper said, adding that a photo on social media "showed a group of girls wearing headscarves reading from text books outside Tianya Utsul primary school while surrounded by police officers."</p><p>China is erasing the culture of a number of ethnic minorities as part of President Xi Jinping's plan to create a unified China, <a href="https://www.businessinsider.com/how-xi-jinping-is-attacking-religion-in-china-2018-11">where religion and culture come second to the Communist Party</a>.</p><p>In Xinjiang, China's most westerly province, at least 1 million Uighur Muslims and other ethnic groups have been detained in hundreds of camps masquerading as "reeducation centres." There they are brainwashed and, in some cases, forced to work on production lines.</p><div type="image" title="Hong Kong Uighur protest masks.JPG" height="1214" width="2428" msid="78461019" hostid="261"></div><p>Detainees have been forced to sing propaganda songs for their food and repeat lines in praise of Xi. Reports have also shown that the Uighur <a href="https://www.insider.com/birth-rates-plunge-china-defends-forced-sterilization-accusations-2020-9">birth rate has plummeted since 2017</a> as a result of <a href="https://www.businessinsider.com/china-xinjiang-hospitals-abort-uighur-pregnancies-killed-newborns-report-2020-8">forced sterilizations</a>, child quotas, and forced abortions.</p><p>China <a href="https://www.bbc.co.uk/news/world-asia-china-54195325">says its policies</a> in the region are defensible, and claimed without evidence last year that those detained have "graduated" <a href="https://www.theguardian.com/world/2019/dec/09/china-claims-detained-uighurs-have-been-freed">and been released</a>. Researchers have, however, found <a href="https://www.businessinsider.com/china-kept-building-uighur-internment-camps-despite-release-claims-report-2020-9">dozens of new suspected detention centers</a> still being built or expanded this year.</p><p>China has also sought to erode the identity of the Hui Muslim population, China's third-largest ethnic minority.</p><p>A <a href="https://www.npr.org/2019/09/26/763356996/afraid-we-will-become-the-next-xinjiang-chinas-hui-muslims-face-crackdown">NPR investigation found</a> that, since April 2018, Hui mosques have been shuttered, Hui schools razed, and many community leaders jailed in the Ningxia region in northern China, where most Huis live. </p><ul class="read-more-links"><li>Read more:</li><li><a href="https://www.businessinsider.com/china-kept-building-uighur-internment-camps-despite-release-claims-report-2020-9">China kept building new Uighur internment camps in Xinjiang after claiming that detainees had 'graduated,' report says</a></li><li><a href="https://www.businessinsider.com/china-sending-tibetans-military-style-labor-training-camps-uighurs-reuters-2020-9">China is reportedly sending Tibetans to work in military-style labor training camps, echoing the persecution of Uighurs in Xinjiang</a></li><li><a href="https://www.businessinsider.com/disney-mulan-thanks-china-filming-xinjiang-uighur-muslims-detained-2020-9">Disney filmed parts of 'Mulan' in China's Xinjiang, where millions of Muslims are being spied on and locked up</a></li><li><a href="https://www.businessinsider.com/uighur-china-father-mamutjan-abdurehim-wife-detained-ordeal-2020-7">My wife was detained, released, and disappeared again in China. Here's my message on behalf of my people, the Uighurs.</a></li></ul>

China is cracking down on yet another Muslim minority — the 10,000-person island Utsul community — while continuing its crusade against Uighurs

<ul class="summary-list"><li>Yassine Guelimi is an <keyword id="11908524" type="UNKNOWN" weightage="60" keywordseo="entrepreneur" source="Orion">entrepreneur</keyword> who wants to give <keyword id="11892913" type="UNKNOWN" weightage="60" keywordseo="women" source="Orion">women</keyword> wearing the <keyword id="11995677" type="UNKNOWN" weightage="60" keywordseo="hijab" source="Orion">hijab</keyword> better recognition.</li><li>Through his brand Hallyulimi, Guelimi honors his heritage and prioritizes diversity.</li></ul><p>French law student and entrepreneur Yassine Guelimi believes there is a need for much better representation of women wearing the hijab — and that his progressive and forward-thinking approach to fashion can bridge the gap. </p><p>Guelimi founded <a href="https://hallyulimi.com/">Hallyulimi</a> in 2020 and has been the creative director ever since. The brand aims to stand out with its Korean-inspired attire. And it also puts women wearing the hijab at the forefront of its mission. </p><p>Guelimi said he never initially intended to make it his mission to represent women wearing the hijab, however. It always was normal to him as he grew up seeing his mother wearing it. He said: "The women wearing the hijab are so inspirational – despite all the barriers they face, they never give up." </p><p>The 22-year-old highlighted the current climate surrounding the wearing of the hijab in France, where he lives.</p><p>In January, the French Senate voted in favor of banning the <a href="https://www.aljazeera.com/news/2022/1/19/french-senators-vote-to-ban-the-hijab-in-sports-competitions">wearing of hijabs</a> in sports competitions, and last year it voted to approve President Emmanuel Macron's controversial <a href="https://www.aljazeera.com/news/2020/12/9/france-reveals-details-of-controversial-separatism-bill">Separatism Bill, </a>which bans under the age of 18 Muslim women wearing the hijab in public. The <a href="https://www.insider.com/eu-court-ruled-companies-ban-employees-wearing-headscarves-2021-7">EU also voted</a> last year for a bill allowing companies to ban employees from wearing religious headscarves to maintain 'neutrality'. </p><p>"There is a cohesion behind all my campaigns, and a genuine desire to put diversity at the forefront," Guelimi said. "I want my brand to represent inclusivity, but more importantly, I want the brand to be a true representation of the youth."</p><p>He added: "Enough with people trying to erase from the mainstream how diverse we are.  Especially the French society is composed of all sorts of religions, and I do advocate more for the hijab because of the current political climate – it is catastrophic."</p><p>The French Minister for equality between women and men declined Insider's request for comment. </p><p>A study by <a href="https://www.pewresearch.org/social-trends/2018/11/15/early-benchmarks-show-post-millennials-on-track-to-be-most-diverse-best-educated-generation-yet/">Pew Research Center</a> found that members of Gen Z are more racially and ethnically diverse than any previous generation and that key social and policy issues, much like Millennials, Gen Zers are progressive and pro-government and see the growing racial and ethnic diversity as a good thing. </p><div type="image" title="Four Hallyulimi models smiling during a campaign for the brand's new collection." height="3011" width="4014" msid="89524340" hostid="261"></div><p>Guelimi told Insider that whoever features in the brand's new campaigns isn't there to highlight out an ethnic difference, and it's not even a "difference for me – whether you are white, Black, mixed-race, Asian… But all I want is a true representation of all women from all backgrounds."</p><p>Here's what he would advise any young entrepreneurs looking to create a successful, heritage-led brand. </p><h2><strong>Have a clear message </strong></h2><p>Guelimi started his fashion brand taking inspiration from Korean loose fits and his Algerian heritage.</p><p>One of his motives is to normalize women wearing the hijab, "even though it bothers me to use the word normalize because they are normal." To his surprise and pride, those women adopted the brand. He said: "I'm proud they adopted my brand because the women wearing what is called 'modest fashion' tend to be very demanding – the garment needs to be adaptable to the way they dress."</p><p>In the process of building the marketing for the brand, he met Amelia Gueye, a French Muslim model who has become his muse. "She represents the woman I want to appeal to – free, modern, and strong."</p><h2><strong>Find a gap in the market — or your wardrobe</strong></h2><p>Guelimi prides himself on contributing to a growing trend for oversized, loose clothing in western countries; he started contemplating the idea of making such clothing when couldn't find in stores what he himself wanted to wear.</p><p>"I just wanted good quality clothes that looked effortless and simple."</p><p>He added that the simplicity of the clothes is very important and the response has been incredible, he says. "People want simplicity, and this brand is very niche – the demand was there, I just executed it."</p>

This Gen Z entrepreneur's effortless tailoring brand gives women wearing the hijab the recognition they deserve. Here's his advice for other young founders.

Sarees are six yards of pure elegance and grace! Traditional, chic and oh-so-glam, sarees have evolved from an ethnic wear staple and successfully made their place in the modern contemporary fashion scenes as well. <br /><br />A saree can be a traditional heirloom piece or perhaps a chic stylish one with bold prints and experimental blouse styles. Nevertheless, sarees are worn not just for weddings, functions and festivities, but have also gained spotlight in smart everyday dressing as well as for formal office wear in India. <br /><br />Available in an array of fabrics and intricate work, to the more modern ones with bold prints and patterns, the drape of the saree is equal parts sartorial and stunning. We showcase top styles of sarees that can be worn for functions, parties or any special occasion. These trending pieces are elegant and eye-catching. <br /><br /><br /><bulletContentEmbed name="B082QZ8KRP" columns="1"><bulletContentHeading name="B082QZ8KRP_head"><div type="image" title="Top Pick" msid="81412331" hostid="261"></div></columnHeadThumb>B082QZ8KRP</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B082QZ8KRP_body"><bulletContentRow name="B082QZ8KRP_2679298447251752"><bulletContentRowHeading><bulletContentRowHead col="1">PERFECTBLUE Women`s Art Silk saree with Blouse Piece(Sa9na3shadeVariation)</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">This beautiful Silk saree from PERFECTBLUE is a great option for all occasions. The saree is made up of premium quality material and is light in weight. It is soft to touch and very comfortable to wear. An extremely budget friendly product, suitable for family gatherings, wedding functions, festivals and other traditional functions.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B082QZ8KRP_9579543801065535"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Available in a large variety of colours.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed><br /><br /><bulletContentEmbed name="B07NCXVGCM" columns="1"><bulletContentHeading name="B07NCXVGCM_head"><div type="image" title="Editor&amp;#39;s Pick" msid="81412347" hostid="261"></div></columnHeadThumb>B07NCXVGCM</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B07NCXVGCM_body"><bulletContentRow name="B07NCXVGCM_7680670216868459"><bulletContentRowHeading><bulletContentRowHead col="1">Anand Sarees Chiffon Saree with Blouse Piece</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">This saree from Anand Sarees is a beautiful yellow saree. Made up of premium quality Chiffon fabric, this saree is super light in weight and looks very elegant. You can wear it on different occasions such as traditional functions, parties, family gatherings, weddings, haldi ceremony, etc. The saree comes with a contrasting blouse piece.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B07NCXVGCM_1478402350449568"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Easy to maintain and wash.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed><br /><br /><bulletContentEmbed name="B08286D6QQ" columns="1"><bulletContentHeading name="B08286D6QQ_head">                  <div type="image" title="Popular Pick" msid="77983171" hostid="261"></div></columnHeadThumb>B08286D6QQ</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B08286D6QQ_body"><bulletContentRow name="B08286D6QQ_2819256259895522"><bulletContentRowHeading><bulletContentRowHead col="1">Womanista Women's Georgette with Blouse Piece 7510 Sarees (TKIM811_Black_Free Size)</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Perfect for a cocktail function, Diwali cards party or even a fancy evening get-together, this saree combines classic and chic effortlessly. Available is a flowy georgette fabric, this piece drapes perfectly giving your silhouette a dreamy feel. The floral print and black red combo makes it your go-to evening wear. The embellished mirror work on the borders of this saree makes it pop. Pair it with statement earrings for that party look. Comes with a matching solid blouse piece. The length of the saree is 5.5 meters and 0.8 meters for the blouse. Hand wash recommended.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B08286D6QQ_6142155263454957"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Flowy Georgette Saree with Embellished Mirror Work Lace</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed><br /><br /><bulletContentEmbed name="B0861HGPNZ" columns="1"><bulletContentHeading name="B0861HGPNZ_head"><div type="image" title="Must Have" msid="81412389" hostid="261"></div></columnHeadThumb>B0861HGPNZ</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B0861HGPNZ_body"><bulletContentRow name="B0861HGPNZ_7114688250966223"><bulletContentRowHeading><bulletContentRowHead col="1">Glory Sarees Women's Lycra Saree With Blouse Piece</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Specially designed for Indian festivities, this ruffle saree from Glory Sarees is a must have piece in your ethnic closet. The saree comes in a beautiful grape wine colour with mirror work on the shoulder lace. You also get a matching blouse piece with the saree. The saree is made up of lycra fabric with a soft finish. The saree is easy to wear and very comfortable.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B0861HGPNZ_7501553254637715"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Gorgeous ruffle saree. Available in three different colour variants.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed><br /><br /> <bulletContentEmbed name="undefined" columns="1"><bulletContentHeading name="undefined_head"><div type="image" title="Also Consider" msid="81412415" hostid="261"></div></columnHeadThumb>B08DD5W6SB</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="undefined_body"><bulletContentRow name="undefined_2766250410427282"><bulletContentRowHeading><bulletContentRowHead col="1">Anni Designer Women's Orange Color Silk Embriodery Saree</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">This beautiful saree from Cloudtail India is a heavy work silk saree. It is pink in colour and comes with a contrasting blouse material of blue colour. A great option for Indian wedding functions, this saree is extremely beautiful. It is a budget friendly product with a great quality.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="undefined_5226205433376941"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Beautiful silk saree.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed><br /><br />

Stunning sarees for special occasions

Everyone has a personal fashion statement that they love to bring in their outfits as well. <br /><br />Women love to style their own clothes, especially for the more formal occasions as their outfits also represent their personalities. Enter - Unstitched Party Wear Dress Materials! Thankfully, Indian traditional wear gives women the power to create their own style - from choosing the fabric, to neckline, to sleeves to type of fitting to of course the colour palette. <br /><br />Popular and practical, unstitched party wear dress material lets you style your outfit just the way you like it and customise the fitting too! <br /><br />The choices are plenty, but we list for you a selection that is traditional as well as trendy. Read on and choose the one that describes you best! <br /><br /><br /><bulletContentEmbed name="B0863MQ3JR" columns="1"><bulletContentHeading name="B0863MQ3JR_head"><div type="image" title="Top Pick" msid="81409205" hostid="261"></div></columnHeadThumb>B08RSJ7RLS</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B0863MQ3JR_body"><bulletContentRow name="B0863MQ3JR_4722890318230610"><bulletContentRowHeading><bulletContentRowHead col="1">KrishnaEnterprise Women's Banarasi Jakad &amp; Santoon &amp; Chanderi Unstitched Salwar Suit</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Perfect for day as well as evening wear, this beautiful magenta and beige unstitched salwar suit can be worn to family functions, pooja or a formal get-together. With pattern embroidered stitching, it has a matching dupatta with rich Chanderi work. The fabric of the kameez is Banarasi zakard while the salwar is of santoon fabric. The neckline is embellished with beautiful metallic buttons.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B0863MQ3JR_2365607596130989"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Elegant Banarasi &amp; Chanderi work.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed><br /><br /><bulletContentEmbed name="B07TDKMCHT" columns="1"><bulletContentHeading name="B07TDKMCHT_head">  <div type="image" title="Editor&amp;#39;s Pick" msid="78043092" hostid="261"></div></columnHeadThumb>B07TDKMCHT</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B07TDKMCHT_body"><bulletContentRow name="B07TDKMCHT_3297269610748508"><bulletContentRowHeading><bulletContentRowHead col="1">EthnicJunction Women's Embroidered Un-stitched Dress Material In Cotton Fabric</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">This unstitched grey dress material can be styled as a straight fit suit with churidar. Perfect for day as well as evening wear, this cotton dress material comes with a fully embroidered flowy chiffon dupatta. The fabric of the kameez is soft cotton and the bottom is made of polyester. Its multicolour embroidery work makes a beautiful contrast against the grey. The length of the kameez is 2.2 metres, button is 2 meters while the dupatta is 2,1 metres. Dry clean or hand wash with mild detergent is recommended.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B07TDKMCHT_1674696616045511"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Straight Fit Style with Multicolour Embroidery</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed><br /><br /><bulletContentEmbed name="B07TTLLD3T" columns="1"><bulletContentHeading name="B07TTLLD3T_head">  <div type="image" title="Popular Pick" msid="78043061" hostid="261"></div></columnHeadThumb>B07TTLLD3T</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B07TTLLD3T_body"><bulletContentRow name="B07TTLLD3T_1030320549822499"><bulletContentRowHeading><bulletContentRowHead col="1">satyam weaves women's ethnic wear cotton silk navy blue colour dress material. (Aksara navy blue)</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Make a sophisticated statement with this stunning cotton silk unstitched dress material. Available in a rich combination of deep blue and bright pink, this piece is a must have for festivities or functions. The kameez in blue with an indulgent brocade work matches beautifully with the bright pink lower. The royal dupatta with heavy banarasi look adds to the charm of this set. You can style the lower as a lacha, wide pants, churidar or salwar. Dry clean recommended.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B07TTLLD3T_4130257402894891"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Luxurious Cotton Silk with Brocade Work</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed><br /><br /><bulletContentEmbed name="B07QBQHK19" columns="1"><bulletContentHeading name="B07QBQHK19_head"><div type="image" title="Must Have" msid="81409262" hostid="261"></div></columnHeadThumb>B07QBQHK19</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B07QBQHK19_body"><bulletContentRow name="B07QBQHK19_8147100622888757"><bulletContentRowHeading><bulletContentRowHead col="1">Jevi Prints Women's cotton Dress Material</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">This dress material from Jevi Prints is a suit material. It is made up of high quality cotton fabric and is extremely soft and comfortable. The suit fabric contains material for kurta or kameez, salwar and a matching dupatta. The dress material comes in a beautiful combination of green and red colour.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B07QBQHK19_5342426784934442"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Beautiful ethnic and traditional dress material for functions, special occasions, parties, etc.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed><br /><br /><bulletContentEmbed name="B07DNZQG9B" columns="1"><bulletContentHeading name="B07DNZQG9B_head"><div type="image" title="Also Consider" msid="81409432" hostid="261"></div></columnHeadThumb>B07YSMT7C6</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B07DNZQG9B_body"><bulletContentRow name="B07DNZQG9B_5560226748276579"><bulletContentRowHeading><bulletContentRowHead col="1">Nivah Fashion Women's Cotton Embroidery Dress Material</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">This unstitched dress material consists of a grey kameez and grey salwar with a pink dupatta. Light-weight and breezy, the kameez has a straight fit. With an embroidered front and plain back, this free size dress material also comes with attached sleeves material on the inside, making it convenient for you to get it stitched according to your choice. The kameez and the salwar material is made up of good quality cotton fabric and the dupatta is in nazneen.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B07DNZQG9B_6891985220523381"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Beautiful dress material in breezy Cotton fabric.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed><br /><br />

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