HERALD: What is your field of specialty?
MANALI SHENOY KAMAT: Western formals like trousers and tops with blazers have been universally famous and regularly used in corporate world, but they have not been very comfortable for Indian women. The fabric used by these western formals is produced by modern textile processes using harmful chemicals; this renders them non skin-friendly causing irritation, rashes, sweating and discomfort. The fits of these garments restrict free body movement and cause a further discomfort when used during longer working hours. Lack of choice has led Indian corporate women to use regular ethnic wear adorned with gaudy embroidery and flashy prints, though it does not go in sync with the corporate dress code. ‘Indian Concepts’ addresses these drawbacks by offering exclusive ethnic corporate wear made from renowned traditional fabrics sourced from artisans across India. The fabric properties make it ideal for corporate wear providing the necessary comfort for longer working hours in any season. We have crafted these fabrics for contemporary look to address the long-time unattended need of Indian women – an Ethnic Corporate Wear.
Our corporate kurtas are crafted keeping in mind the structure of an average Indian woman. The fits are comfortable, designs are not too revealing and embroidery or patterns are very subtle. The fabric properties are such that it helps to regulate the body temperature in any season. We have a unique business model -unlike existing e-retailers, we do not discount but offer quality products at value-for-money price point. Over a period of time we have developed a loyal customer base which is increasing over time. Today, it feels amazing to know we have our customer base all across India and abroad.
HERALD: Why did you decide to quit a corporate career?
MSK: After the birth of my daughter I was looking up for flexible-work options. During my maternity break when I was uncertain of joining back to a full time job, I considered entrepreneurship as an option. Like most entrepreneurs, most ideas begin with your own pain points. During my research for a business idea, I remembered how difficult it was throughout my corporate days to shop for decent kurtas to wear to work. The gaudily embroidered kurtas and jazzy printed kurtis did not suit the sophisticated corporate environment. I was thus left with no choice but to wear tight fitting western wear that restricted free movement of the body during work. I had also noticed my colleagues facing similar issues while shopping for comfortable office wear. Thus, Indian Concepts was born.
HERALD: Who are your major customers?
MSK: Since we were targeting corporate women the online model has suited us, as most of the corporate women have access to Internet in their office or at home. Considering that today’s corporate women are hard pressed for time, our online store offers her the convenience of shopping from the comfort of her home or office. Our major customers are working women in the age group of 28-40 years living in Metro and Tier 1 cities in India.
HERALD: What issues did you have to face when you thought of launching this company?
MSK: I was not from this field at all so I had to start from scratch. Moreover, research and understanding the market took almost a year. The supplier base is a male dominated market so negotiations and settlements with them as a woman entrepreneur has always been a challenge. Also when you start-up the volumes are smaller and thus we do not get benefit of scale resulting in very squeezed profit margins.
HERALD: As a Goan, given a chance, would you like to come back to Goa?
MSK: I am proud to have Goan blood in me. After spending almost a decade in various metropolitan cities I have realised and respected the harmony in which Goans live. The presence of skilled labor for stitching and craftsmanship is very low and if available the cost involved in getting the job work done is exorbitant in Goa. Hence, we had to look out for reasonable options for getting such work done in Mumbai and Delhi. If the given areas for improvement are resolved we will definitely look forward to get back to our roots.
HERALD: How do you see the Goa market? Are you planning to spread out?
MSK: The Goa market has lot of potential. We are catering to a lot of online orders from customers in Goa. The soaring prices of commercial real estate are a deterrent to having an offline brand presence here; however we would like to have a physical store provided a suitable opportunity arises.
HERALD: Where do you see yourself in the next five years?
MSK: We plan to expand our product categories, but will remain focused on women’s work wear segment. We would also increase offline presence as and when opportunity arises. Our vision is to see ‘Indian Concepts’ brand synonymous with corporate wear for women in India.
