Lakshita celebrates the essence of Indian womanhood through fashion
Since its inception in 2000, fashion label Lakshita has been redefining women’s apparel. Specialising in Indo-western and ethnic wear, Lakshita has carved out a niche by embracing size inclusivity and delivering high-quality craftsmanship tailored specifically for Indian women.
Guided by the vision to empower women and rooted in traditional Indian values, Lakshita continues to innovate, offering stylish and accessible fashion while maintaining a deep commitment to social responsibility. In a chat with Fibre2Fashion, Co-founder and MD Sachin Kharbanda discusses the fashion brand.
How can fashion brands stay ahead of emerging trends and adapt to changing consumer preferences in a fast-paced industry?
Staying ahead of emerging trends and adapting to changing consumer preferences in the fast-paced fashion industry requires a combination of keen market observation, innovation, and agility. Fashion brands must constantly monitor global and local fashion trends, consumer behaviour, and technological advancements to anticipate shifts in the market. This can be achieved through data analytics, trend forecasting, and maintaining a close connection with customers through social media and other channels. Innovation in design, materials, and marketing strategies is crucial to staying relevant. Additionally, brands should be agile in their operations, enabling them to quickly respond to new trends and incorporate feedback into their offerings. Collaborating with influencers, designers, and other brands can also help fashion companies stay fresh and in tune with current and future trends.
What are some common challenges faced by fashion brands when expanding into new markets or regions, and how can they overcome them?
Expanding into new markets or regions presents fashion brands with several challenges. One of the most common challenges is understanding and adapting to local cultural nuances, preferences, and trends. To overcome this, brands must conduct thorough market research and possibly collaborate with local designers or influencers who understand the region’s tastes. Another challenge is establishing a reliable supply chain in new regions, which requires building relationships with local suppliers and manufacturers. Regulatory differences, such as import/export laws and tariffs, can also pose obstacles, which can be mitigated by working with local legal experts. Finally, effective marketing and brand positioning are crucial to resonate with the new audience. Brands can overcome these challenges by remaining flexible, investing in local knowledge, and being willing to adapt their products and strategies to fit the new market.
How can fashion brands address the growing demand for inclusivity and diversity in their product offerings and marketing strategies?
Fashion brands can address the growing demand for inclusivity and diversity by creating products and marketing campaigns that reflect the diverse backgrounds, body types, and identities of their customers. This starts with designing garments in a wide range of sizes, including plus sizes and petite sizes, and ensuring that the designs are flattering and functional for all body types. In marketing, brands should use models from various ethnicities, ages, genders, and abilities to showcase their products, ensuring that everyone can see themselves represented. Furthermore, brands should listen to feedback from underrepresented groups and incorporate their insights into the design process. Inclusivity should also extend to brand messaging, celebrating diversity not just in product offerings but in the brand’s core values and communications.
How can fashion brands balance the challenges of globalisation with the need to maintain local relevance and cultural sensitivity?
Balancing globalisation with local relevance and cultural sensitivity is a challenge that requires a thoughtful and nuanced approach. Fashion brands can achieve this by maintaining a global brand identity while tailoring their offerings and messaging to resonate with local cultures. This involves respecting and incorporating local traditions, symbols, and fashion sensibilities into the brand’s products for specific markets. It is also important to engage with local communities, perhaps through collaborations with local designers, artisans, or influencers, to create products that honour cultural heritage. Additionally, brands must be mindful of cultural sensitivities, avoiding the appropriation of cultural symbols or practices. By being globally aware but locally attuned, fashion brands can expand their reach while maintaining respect and relevance in every market they enter.
Can you share the inspiration behind Lakshita’s founding and the vision that guided its early years?
The idea of Lakshita was conceived with a desire to celebrate the essence of Indian womanhood through fashion, creating a unique space where traditional Indian aesthetics could seamlessly blend with modern fashion trends. In its early years, Lakshita focused on understanding the evolving needs of women who sought clothing that was both stylish and rooted in Indian cultural heritage. This vision of crafting garments that resonate with the spirit of Indian festivals, traditions, and everyday elegance has guided Lakshita’s journey from its inception to the success it has achieved.
What were some of the biggest challenges Lakshita faced while expanding from a single store in Noida to 32 self-owned stores and 27 franchises?
Expanding from a single store in Noida to a network of 32 self-owned stores and 27 franchises was a journey marked by a lot of challenges. One of the biggest hurdles was maintaining consistent quality and brand identity across all locations while scaling rapidly. Managing supply chain logistics, especially in maintaining the authenticity of fabrics and craftsmanship, was another challenge. Additionally, entering new geographies required a deep understanding of regional preferences, which varied significantly. Overcoming these challenges involved meticulous planning, strong relationships with suppliers, keeping pace with changes in fashion, and a commitment to staying true to the brand’s core values while adapting to local tastes.
How does Lakshita balance traditional Indian values with modern fashion trends in its designs?
Lakshita strikes a delicate balance between traditional Indian values and modern fashion trends by integrating classic motifs and traditional craftsmanship with contemporary silhouettes. The brand’s designs often feature traditional elements like embroidery, handloom fabrics, and ethnic patterns, which are reimagined in modern cuts, co-ord sets, and trendy colour palettes. This blend allows Lakshita to create garments that appeal to women who appreciate cultural roots while embracing the latest fashion trends.
What makes your embroidery techniques unique, and how does the brand incorporate both traditional and modern methods?
Lakshita’s embroidery techniques are a hallmark of its craftsmanship, seamlessly blending traditional artistry with modern innovation to create intricate and captivating designs. The brand employs age-old techniques like resham, zari, and aari work, drawing inspiration from traditional architecture and jewellery to infuse each piece with rich cultural heritage. This timeless craftsmanship is complemented by contemporary methods, including state-of-the-art digital embroidery and foiling techniques, which introduce a fresh, modern touch. The meticulous attention to detail in every stitch, combined with the use of advanced machinery and highly skilled resources, ensures that each piece is not just a garment but a meticulously crafted work of art.
How do you ensure that your garments cater to a diverse range of sizes and body types?
Lakshita is deeply committed to inclusivity, designing garments to cater to a diverse range of sizes and body types. The brand offers an extensive size range, from petite to plus sizes, ensuring that every woman can find something that fits her perfectly. The design process is rooted in extensive research into silhouettes and designs, with careful attention given to tailoring, fit, and comfort. Each garment is crafted to complement various body shapes, and the use of versatile fabrics like soft viscose and chanderi ensures that the garments drape beautifully on all body types. This thoughtful approach enhances both function and fashion, allowing every wearer to feel their best.
How do you incorporate customer feedback into your design and production processes?
Customer feedback is at the heart of our design and production processes. The brand actively gathers insights through various channels, including in-store interactions, online reviews, and social media engagement. This feedback is meticulously categorised into distinct areas such as fabric, quality, fit, and stitching. Each bucket is then carefully analysed and used to guide design decisions, including colour palettes, fabric selections, and garment styles. By staying closely attuned to customer preferences and addressing specific aspects of their feedback, Lakshita ensures that its collections not only reflect current fashion trends but also meet the nuanced desires of its customers. This customer-centric approach has been pivotal in the brand’s evolution and its ability to maintain relevance in a competitive market.
What are the key factors that influence a brand’s ability to maintain quality and sustainability throughout its production process?
Maintaining quality and sustainability throughout the production process at Lakshita is influenced by several key factors. First, the sourcing of raw materials is critical, with a focus on high-quality, sustainable, and ethically sourced materials to ensure a strong foundation for the final product. At each stage of production, we utilise best-in-class machinery and techniques, incorporating methodologies like Six Sigma, 5S, and Kaizen to optimise efficiency and maintain the highest standards. The production process is designed to adhere to strict quality control measures while minimising environmental impact, including the use of energy-efficient machinery and waste reduction practices. Additionally, we emphasise continuous innovation in production techniques to enhance both quality and sustainability. Transparency and accountability across the supply chain are essential, building trust with consumers and ensuring that the brand stays true to its commitments to quality, sustainability, and ethical practices.
Can you elaborate on Lakshita’s initiatives related to corporate social responsibility and environmental sustainability?
We are dedicated to corporate social responsibility (CSR) and environmental sustainability, focusing on reducing the brand’s environmental impact through eco-friendly fabrics, waste reduction, and ethical sourcing. The brand supports local artisans, preserves traditional crafts, and ensures fair wages and working conditions. Lakshita also prioritises employee welfare with measures such as health precautions, partnerships with nearby hospitals, and safe transportation for female employees. Strict policies against child labour further underscore its commitment to ethical practices. Through these efforts, Lakshita strives to make a positive societal and environmental impact while maintaining high standards of quality and craftsmanship.
What role do signature styles play in defining Lakshita’s brand identity, and how do you decide which designs become iconic?
Signature styles are the cornerstone of Lakshita’s brand identity, embodying the essence of the brand—a seamless blend of traditional and contemporary fashion. These styles often feature distinctive design elements such as intricate embroidery, classic motifs, and innovative cuts that resonate deeply with our customers. The decision to elevate a design to iconic status is informed by a combination of customer feedback, sales data from various marketplaces, our website and store performance, as well as the creative vision of our design team. Designs that consistently receive positive attention and strong sales, while capturing the spirit of Lakshita, are elevated to signature status. These iconic pieces become integral to our brand’s narrative, representing the timeless elegance and cultural richness that Lakshita embodies.
How has the shift to online retail since 2018 impacted your business, and what strategies have been employed to enhance the online shopping experience?
The shift to online retail since 2018 has positively impacted Lakshita’s business, opening new avenues for growth and customer engagement. This transition allowed us to reach a broader audience, transcending geographical limitations and offering our collections to customers nationwide. To enhance the online shopping experience, we have employed several strategies. These include investing in a user-friendly website interface, detailed product descriptions, and high-quality images that showcase the intricate details of our garments. We have also integrated personalised recommendations and a seamless checkout process to ensure a smooth shopping experience. Additionally, our strong presence on social media platforms has been instrumental in driving traffic to our online store, creating a cohesive online and offline brand experience.
Do you have any plans for expansion? Are there any upcoming projects or collections?
Lakshita’s future plans for expansion are ambitious and multifaceted, focusing on increasing our brick-and-mortar presence across India to 100 stores by the end of this financial year, alongside strengthening our online platform to meet the growing demand for digital shopping. We also aim to extend our reach into international markets, particularly in regions with a significant Indian diaspora, to showcase our unique blend of traditional and contemporary fashion. In addition to these efforts, we have exciting projects on the horizon, including collaborations with renowned designers and artists to create exclusive, limited-edition collections that celebrate Indian craftsmanship. We are also planning to introduce a premium collection for the festive season, featuring Western wear, and are in talks to bring a celebrity brand face on board to elevate our brand’s profile. Furthermore, our commitment to sustainability will be reflected in a new line focused on eco-friendly materials and ethical production practices. These initiatives, combined with our dedication to innovation and cultural heritage, ensure that Lakshita continues to grow and resonate with customers both in India and abroad.
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