The concept of brand KARMIK is inclusive of a lot of firsts, through its unique ideology of providing ‘aspirational’ designer wear at ‘affordable’ prices making them ‘accessible’ all across the country. It capitalizes on the gaping void that exists in the women’s ethnic wear segment of the Indian contemporary fashion market. For the first time, country’s top designers like Rohit Bal, Anamika Khanna, JJ Valaya, Rocky S, Ranna Gill, Shantanu& Nikhil, Rina Dhaka, Neeta Lulla, Kavita Bhartia, Anshu Arora Sen and more will be designing an affordable range without compromising on the aesthetics. Though affordable, each style will retain their creative individuality and will be together walking the ramp for the brand each season.
Today’s woman wants to up her fashion quotient, which would help her carve a niche in her social circle. In order to achieve this, she looks at owning designer labels which are not only unaffordable but also proximally inaccessible. As a non-preferred alternative, she would invariably end up buying mass brands that, although affordable, are both non-exclusive and non-aspirational. Hence there is a tremendous scope of developing a retail model that provides for the dressing-up desires of woman, who is pressed for choice when it comes to buying aspirational and affordable designer Indian wear.
With six store already up and running in major metros like Mumbai, Delhi, Bangalore, Chennai and Ludhiana, KARMIK aims to achieve the 60 store benchmark; enabling designers to finally cater to a wider reach and audience in cities like Pune, Jaipur, Lucknow, Chandigarh, Amritsar etc.
The potential of this new brand is immense; it is basically targeting the aspirations of women from both small towns as well as metro’s of owning a designer-wear garment without burning a hole in their pocket. The target customer is the entire women population of the country – who is pressed for choice in branded ethnic wear segments. By making it affordable we are making sure that all the strata of society is comfortable in buying these designer-wear garments.
To attain our target of 60 stores in three years, we feel that a healthy mix of company owned and franchise stores will work best for rapid expansion.The benefit is symbiotic as it is a risk sharing model which facilitates optimal use of resources.With a decade of experience in Retail, we have realised that choosing the right franchisee is crucial. The franchisee should resonate the same sensibilities and passion towards the trait as the brand. In other words, the blood group of the parent company and franchisee should match; wrong transfusion can be fatal; in our case the blood group has to be F+ (Fashion Positive).
KARMIK is truly set to revolutionize the way women shop in India.