As India marches on to new frontiers, upcoming India brands emerge on the scene, to challenge incumbents and also as a medium of self expression of the new age entrepreneurs. No where is this more true in the fashion industry where upcoming Indian ventures continue to dazzle the world, building on a new found self belief of a vibrant India. I have been covering this space mainly from a business angle and to see if there is a any value that these brands create for the consumer.
Some months ago I had featured one of these brands ‘Vaishvik’ founded by my good friend Rajesh Marathe with help from the Myntra Fashion Incubator Program. Now Vaishvik derives inspiration from the wisdom of ancient India and features Indian heroes like Chanakya, Shivaji Maharaj and Rajendra Chola. A lovely concept to wear and connect to our own slendid past. His new collection can be seen here, mostly T Shirts from both men and women. I think in this space Myntra is doing a great job, mentoring these new and upcoming designers, helping them set up their brands and giving them the business expertise and marketing muscle that most of them lack. In my discussions with Myntra I came across another interesting brand, The Ink Bucket.