New Delhi: Want to own
a Rohit Bal or JJ Valaya creation for just about Rs.5,000-Rs.6,000
($100)? It's possible now with fashion house owner Pradeep Hirani
getting intellectual property rights (IPR) from leading designers
and then manufacturing the garments before retailing at his new
The business model that Karmik follows is simple, explains Hirani.
"We get the designers to make a sample, and then we get it
manufactured, produced and distributed. We also take care of
unsold stock. Usually, all these things are done by designers
themselves. So, we take the burden off from their shoulders,"
Hirani told IANS from Mumbai.
"Selling their IPR means designers give us a sample and leave
everything to us. In the end, the designer gets revenue, which is
equal to profit," he added.
Hirani, best known for Kimaya, one of the largest fashion houses
in the country, wants to keep up with the changing times by
offering affordable designer wear to the increasing numbers of
fashion aficionados here. Through his initiative, the first of its
kind in the India, he also hopes to tie up with designers from
Pakistan and Bangladesh.
Hirani has already opened six Karmik stores within India. There
are two stores in Delhi, and one each in Mumbai, Bangalore,
Chennai and Ludhiana.
By the end of 2012, Hirani aims to open 60 Karmik stores across
The idea of launching a pret label like Karmik came after a
detailed survey that indicated how women in tier I and tier II
cities aspired to own designer wear. They had the money but not
The IPR model, it appears, has turned out to be a win-win
situation for everyone - the designers, the consumers as well as
the retail house.
"Through our survey, we realised that the Indian consumer aims for
three things when it comes to fashion - aspiration, affordability
"Gone are the days when Delhi and Mumbai were the only hub for
shopping. The fashion scene in India has taken a 360 degree turn
in the past five years. Hence, we realised that price is a big
factor to lure consumers," said Hirani.
Karmik right now retails the creations of 12 Indian designers. One
can lay hands on exotic designs from the house of Rohit Bal, JJ
Valaya, Anamika Khanna, Rina Dhaka, Ranna Gill, Shantanu-Nikhil,
Neeta Lulla, Rocky S and Falguni-Shane Peacock among others.
This comes at a time the Indian government is toying with the idea
of starting FDI with Pakistan. The IPR module will only make it
easier for Pakistani designers who want to sell in India.
"As of now, we will be getting three designers from Pakistan and
one from Dhaka," said Hirani, who remained tightlipped about the
name of the designers.
"I don't want negotiations to go haywire; so I will announce their
names once we finalise the deal," he added.
Hirani also wants Indian fashion to spread its wings and is
looking for franchisee partners to open stores in Pakistan and
"We want the people in these countries to get a taste of our
fashion too. Fashion doesn't understand geographical boundaries.
Once we find the right partners, we are ready to take the brand
forward," he added.
News of Hirani's initiative has Pakistan designers enthused.
"We all want to grow and this is a fantastic idea to reach out to
the Indian consumer. A designer is known for his creativity and if
you manage to understand the Indian audience and their
sensibilities, it surely is a win-win situation for all,"
Karachi-based designer Huma Adnan told IANS.
"I would definitely want to sell my IPR and see my business grow.
It is a great opportunity and a wonderful idea, indeed," added
(Shilpa can be contacted at Shilpa.Shally@gmail.com)