Page 54 - Images Retail January 2018
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BRAND PROFILE
1.Gauhar Khan 2.Priya Banerjee 3.Soha Ali Khan 4.Dino Morea 5.Karisma Kapoor 6.Sophie Choudry 7.Neil Nitin Mukesh 8.Nishka Lulla, Neeru Kumar, Neeta Lulla,
Avnish Kumar, Aft ab Shivdasani, Suchita Ahuja at Neeru’s Santacruz store launch, in December
ETHNIC WEAR BRAND NEERU’S JOURNEY:
FROM HUMBLE BEGINNINGS
TO INTERNATIONAL PLANS
– By Charu Lamba
to over 1,000 retailers across India.
The brand has grown multi-fold since the day Spotting a potential, he was quick to introduce handloom
of its inception as the trend of ethnic wear is and other natural fabrics. Th is not only came as a fresh boon
growing in India. From a humble beginning of to the fabric market, which was till then saturated with man-
supplying raw material to fashion retailers to made fi bers, but also gave a respite to weavers from South
being counted among the top fashion brands in India helping them generate due economic benefi ts from their
India today, Neeru’s has come a long way… skills of weaving natural fi bers.
It would be no exaggeration to say that Harish
Kumar worked towards making handloom
rom a humble beginning of look fashionable and trendy thus giving
supplying raw material to it a face lift from its earlier avatar
fashion retailers to being of being considered a choice for
counted among the top people who could not aff ord
fashion brands in India expensive fabric.
F today, Neeru’s has come Th e turning point came in
a long way. Th e brand is synonymous 1991 when he realised that
with ethnic fashion. With its active there was a dearth of good
participation in fashion weeks and ethnic wear brands in the
close engagement with celebrity country, specially so when
fashion infl uencers, Neeru’s has ethnic wear had a strong
come a long way from its humble underlying demand. Th is is
beginnings. when Neeru’s journey started
Th e journey of Harish Kumar, as a brand.
CMD – Neeru’s, along with his Avnish Kumar, Director,
mother Basant Kaur, the founder of Neeru’s told IMAGES Retail
Neeru’s, began in 1971 with tailoring Bureau, “Th e brand has grown
and embroidery of superior and intricate multi-fold since the day of its inception
designs in Hyderabad. In 1983, Kumar started as the trend of ethnic wear is growing in
manufacturing and wholesale supplying of fabric India. Earlier, malls were hesitant to give space
54 | IMAGES RETAIL | JANUARY 2018
