If you check Google trends, Manish Malhotra eclipses his contemporaries when it comes to Indian fashion designers.
This information is exactly what convinced Sunjay Guleria, web entrepreneur and founder of online retail platform Exclusively.in to lure Malhotra into setting up his own online store.
Just over two days old, the space now allows customers outside of the designer’s physical reach — namely small towns within the country and the vast Indian diaspora in countries like the US, UK and Australia to shop their favourite looks.
“It was part of my expansion plan,” explains Malhotra. “Retailing online is a way of reaching more people across the world, just how I’ve started my diffusion line so I can reach out to a wider range of people of different age groups and with different sensibilities.”
“I want state-specific embroideries like phulkari from Punjab, tilla, zari and threadwork from Kashmir and Lucknowi chikankari from Mijwan to be popular all over the world,” Malhotra explains. “It’s my mission to take techniques from India’s past and translate them into a modern language, accessible to everybody.”
For the moment, you will only find womenswear from the Manish Malhotra label’s diffusion and formal lines at prices comparable to that of his brick and mortar stores (the site promises that menswear is “coming soon”), with plans to bring the more elaborate bridal garments on board too.
As published in Vogue.in on 28 March 2014.