Tamanna Punjabi Kapoor’s journey into the world of fashion began in her youth, as her passion for designing her private wardrobe finally paved the best way wherein for the establishment of her eponymous label, Tamanna Punjabi Kapoor. Her deep-seated affinity for mellifluous supplies and plush textures will likely be traced once more to her childhood experiences.
From a youthful age, Tamanna had a keen eye for type and design, impressed by the assured and well-dressed women around her. Leveraging her entry to high-quality supplies and skilled tailors owing to her father’s enterprise, she began experimenting with garments designs. Inside the Nineties, she took her first steps into the type commerce by designing flared culottes, knotted tops and making a set of pantsuits in her father’s manufacturing unit. These early endeavours set the muse for what would later change right into a celebrated type label acknowledged for its distinctive mixture of typical Indian craftsmanship and trendy aesthetics.
“I like embroidery and all of the issues to do with type. I always hated books, so I managed to graduate in commerce. However, I always had entry to supplies and embroidery on account of my dad’s enterprise,” Tamanna Punjabi Kapoor, Founder and Creative Director of Tamanna Punjabi Kapoor label, suggested Apparel Property in an distinctive interview. She extra added, “I used to divide my time by going to work with him over the weekends and I assume it started that methodology. I imagine by the purpose I was 10, I knew I may be doing one factor with clothes.”
In, Tamanna’s case, it was a clear case of ‘luck by chance’ that catalysed the inception of her type label. After serving to design outfits for a pal’s brother’s bridal ceremony, Tamanna unexpectedly met with a flood of orders. Recognising the rising demand for her designs, she formally launched her label in 2002.
After a sequence of worthwhile type displays abroad, she realised the quite a few potential of her mannequin which led her to open her first flagship retailer in 2004. Over the earlier 18 years, Tamanna Punjabi Kapoor’s label has expert a excellent journey, marked by good experiences and growth inside the type commerce.
BRAND USP, PRICING AND TARGET MARKET
Tamanna Punjabi Kapoor’s creations are acknowledged for his or her timeless enchantment and signature mannequin, which exude a fundamental, old-world attraction. Her designs attribute intricate embroideries on simple, comfortable cuts, regardless of type developments prevalent at any given closing date. Tamanna firmly believes inside the philosophy of sporting what makes one actually really feel most gorgeous, comparatively than blindly following developments.
| Tamanna Punjabi Kapoor’s creations are acknowledged for his or her timeless enchantment and signature mannequin, which exude a fundamental, old-world attraction. Her designs attribute intricate embroideries on simple, comfortable cuts. |
The label provides an entire differ of festive and weddingwear, catering to assorted occasions with standout designs. The start worth for festive and bridal ceremony customer attire is Rs. 45,000, whereas bridal outfits start retailing onwards of Rs. 2,50,000. Every bit inside the collections are crafted to perfection, meeting the various desires of the designer’s discerning clientele.
The mannequin’s purpose market primarily accommodates the luxury-focused NRI neighborhood, with very important purchaser bases located inside the UK, US, Canada, Singapore, Hong Kong, Dubai and Jakarta. Catering to a varied age group of people ranging from 18 to 60, the label moreover enjoys substantial status in India, considerably in Mumbai and New Delhi. This broad and various clientele underscores the frequent enchantment and timeless magnificence of Tamanna Punjabi Kapoor’s designs.
Commenting upon the number of collections the mannequin releases in a yr, Tamanna acknowledged, “I imagine we are the one label that doesn’t rely collections. We merely make capsule collections as and when after which have two foremost collections inside the yr. Bridal is season-based for constructive after which we give you a substantial quantity of festive garments sooner than Diwali.”
TECHNIQUES AND DETAILS
The Tamanna Punjabi Kapoor label is straight away recognisable for its ardent use of typical gota and zardozi embroidery methods. A selected attribute of the mannequin is its distinctive play of thread colours inside its embroideries, a attribute that items it apart from completely different avid gamers on the market.
The label prides itself on sustaining the authenticity of handcrafted work, resisting the shift to computerised embroidery. This dedication to craftsmanship ensures that each piece is timeless, with purchasers constantly testifying to the longevity and enduring enchantment of their garments.
“We not at all compromise on prime quality, which is why our costs are extreme nevertheless we keep our income margins sensible. So the highest product is additional moderately priced to most and we get larger product sales,” Tamanna outlined. Every creation incorporates a element of fundamental magnificence, making the label’s designs to be cherished and worn for years.
| My imaginative and prescient for the Tamanna Punjabi Kapoor label is to redefine Indian type by celebrating selection and empowering women through elegant, culturally-rooted designs. I aspire to create timeless gadgets that resonate globally, promoting sustainability and ethical practices to type a additional inclusive and impactful future for India’s type commerce. Tamanna Punjabi Kapoor |
MATERIALS, MANUFACTURING AND SOURCING
Based mostly in 2004, Tamanna Punjabi Kapoor label has its manufacturing unit located in Mumbai. Via the years, the crew has grown significantly, rather a lot so that defending monitor of its dimension has grow to be troublesome. By managing manufacturing in-house, the mannequin maintains strict prime quality administration over its creations.
Although there have been makes an try to outsource garments to Delhi and Kolkata all through cases of artisan shortages in Mumbai, the label has chosen to prioritise prime quality over quantity, preferring to provide fewer gadgets nevertheless guaranteeing that they are made exceptionally successfully with minute consideration to aspect.
The label predominantly makes use of chanderi and silk supplies in its designs, sourcing provides from quite a few areas all through India. Quite a lot of the silks are sourced from Benaras, whereas some provides are moreover sourced from Surat. This dedication to high-quality, region-specific supplies extra enhances the distinctiveness and magnificence of Tamanna Punjabi Kapoor’s creations.
| Tamanna Punjabi Kapoor’s label is known for its typical gota and zardozi embroidery methods. Its distinctive use of vibrant threads in embroidery distinguishes it, setting the mannequin apart inside the aggressive type market. |
RETAIL
Tamanna Punjabi Kapoor’s creations could be discovered to purchase on-line through excellent portals and the mannequin’s private site. The label may also be stocked in multi-brand retailers equal to Pernia, Aza, Ogaan, Retailer Kynah and India’s Pop Up. Furthermore, the label’s merchandise could be present in most excellent multi-designer retailers all through India and internationally in areas with a giant Indian searching for inhabitants, along with New York, California, London, Dubai, Bangkok and Canada.
Apparently, the label is about to open its first flagship retailer in New Delhi in August 2024, extra rising its attain and offering prospects a faithful home to experience the mannequin’s lovely designs firsthand.
“My imaginative and prescient for the Tamanna Punjabi Kapoor label is to redefine Indian type by celebrating selection and empowering women through elegant, culturally-rooted designs. I aspire to create timeless gadgets that resonate globally, promoting sustainability and ethical practices to type a additional inclusive and impactful future for India’s type commerce,” Tamanna stated, sharing her future imaginative and prescient for her eponymous label.
| AR: What distinctive enterprise strategies has the mannequin carried out to face out inside the extraordinarily aggressive commerce?
TPK: We always saved a look at on our worth elements with out compromising on prime quality and that’s primarily essentially the most distinctive enterprise approach. AR: What, in step with you, is driving consumption in type lessons inside the Indian market? TPK: Consumption in type lessons inside the Indian market is primarily pushed by rising disposable incomes, urbanisation, have an effect on of social media and evolving type developments. Clients search affordability, choice and alignment with world type sensibilities, contributing to the sector’s growth and dynamism. AR: What do you should say regarding the shopper’s shift in notion from quantity to prime quality? TPK: The customer proper now, sadly, wants quantity. Gone are the occasions when women requested for all of the issues pure, along with even the liner and wished to the contact and actually really feel the garment. I cherished work additional all through lately. |