The leading brands in India always stay ahead of their competitors and provide excellent services to the customers. They go above and beyond to fulfill the clients’ expectations. These brands have a definite identity, which makes them stand apart from the crowd. They are passionate about their business and overcome every obstacle to deliver everlasting customer experiences.
One such prominent brand which is making rapid strides in the fashion industry is none other than Innov Fashions. Established in October 2018, it is a funky clothing brand that has come up with a unique idea of blending peoples’ taste of clothing with the culture they belong to. The key aspect of the business is to address the cultural background of the target market by providing them with an array of clothes that have a great touch on the culture.
Innov Fashions looks forward to helping people to experience their own cultural heritage in the clothes they wear, thus the finest solution brought about by Innov Fashions is to print quotes and pictures on the clothes like T-shirts which relate to that particular culture, the quotes printed are too in the native language.
Innov Fashions has already started working on certain cultural aspects and is also getting an overwhelming response which shows that people are still attached to their roots. Accordingly, the company never leaves a chance to procure items that remind them of their culture. This idea of capturing the target market on an emotional ground and using the love they have for their culture into buying clothes that truly depict the cultural background has proven to be a very innovative and effective idea for Innov Fashions.
The Erudite Founder
It is said that one must never forget their roots and one person who has followed this adage through and through is Bijay Nanda Debta, the Founder and CEO of Innov Fashions. Born in Bargarh in Western Odisha, he experienced tremendous hardships when he launched Booking Done, a travel company, back in 2015. Mr. Bijay tried to run the company for two years, but failed.
However, he did not give up and bounced back by shifting base to Noida. And today, with his unwavering dedication, Mr. Bijay has two successful start-ups to his credit, Innov Stuff, a Digital Marketing company, and Innov Fashions, an e-commerce website selling T-shirts, which in some way or the other, reflect the culture of Western Odisha. Bijay is not from a technical/ IoT background, but his dedication and passion has taken him and his startups to newer heights. Bijay is a member of Startup India, TiE Delhi, and related organizations which helps startups to grow.
Addressing the Problem
Team Innov Fashions believes that the major issue in the society nowadays is that people are losing the touch with their culture and are forgetting the roots or the background they belong to. Through this business, the brand is trying to solve this particular issue. Innov Fashions wants to bring people closer to their culture. It designs clothes based on the cultural heritage of different cultural backgrounds. The clothing garments made by Innov Fashions are typically related to the Sambalpuri heritage in many aspects such as practices followed by the people of Western Odisha, the native language of Sambalpur, and so on.
Through this measure, the company is being able to spread the richness of Sambalpuri cultural heritage to the greater parts of the world. It has successfully reached up to 15000 people essentially belonging to the Sambalpuri culture. People who do not live in Sambalpur but belong to the very culture have also found the garments appealing and are buying garments from Innov Fashions to experience a little essence of their own cultural heritage. Thus, it can be concluded that Innov Fashions is trying to link the people to their culture which they often tend to forget. This approach so far is appealing to people successfully.
Upholding the Sambalpuri Heritage
Innov Fashions has always focused on people belonging to the Sambalpuri culture. Though the current population of the city Sambalpur is 335671 people, but more than 2 crore people belonging to the Sambalpuri cultural background are spread across the country. Innov Fashions wants to reach each and every one belonging to the Sambalpuri culture with specially designed clothes that relate to the practices and heritage of the people of Sambalpur.
In order to make the garments appealing to this particular group of people belonging to the Sambalpuri culture, Innov Fashions had carried out extensive research on the cultural heritage of Sambalpur, which brought certain facts to light such as Sambalpur has its own language and own ways of greeting, though Oriya is the main language been spoken in the state of Odisha. The company also discovered that the culture of Sambalpur is much related to music and dance and also includes the usage of several musical instruments like Dhole, Nishaan, Tasha, etc. Keeping the key aspects of the cultural heritage of Sambalpur, Innov Fashions have come up with innovative designs which can be printed on garments such as T-shirts and can also appeal to the people belonging to Sambalpuri culture.
Offering Customized Merchandize
The products sold by Innov Fashions concentrate on creating their merchandise in a manner that signifies the distinctive ideology of incorporating individuals’ preference of clothing by blending up the significant cultural heritage of the potential consumer. The vital aspect which Innov Fashions focuses on is to be approachable to the targeted consumers by providing them with an specialized product that has a significance of one’s crucial cultural heritage incorporated with the clothing.
The brand has taken certain steps in order to enhance their significance in the market by procuring meaningful quotes and pictures which showcases the brand’s targeted consumer. Innov Fashions made their clothing range exceptional by including quotes in the native language which is nostalgic for the consumers and the group of people who share Sambalpur culture. Innov Fashions seizes the initiative of uniting people irrespective of their physical state so that one can feel at home when they acquire something that reminds them of their own cultural heritage.
