We ensure that our customers receive exceptional ethnic wear at accessible prices
Silchic is a modern fashion brand that seamlessly blends the timeless beauty of Indian heritage with contemporary trends. The brand celebrates traditional craftsmanship, incorporating techniques like intricate embroidery and handwoven fabrics, while embracing eco-friendly practices. Established in 2024, the brand offers high-quality, affordable ethnic wear designed for the modern woman, ensuring a perfect fusion of tradition and modernity. With a commitment to sustainability, inclusivity, and elegance, Silchic delivers fashion that resonates globally while staying deeply rooted in India’s cultural richness. In a chat with FibreFashion, Co-founder Preetam Kumar discusses offering high-quality ethnic wear at accessible prices.
The fashion industry is increasingly adopting sustainable and eco-friendly practices. How do you see sustainability shaping the future of ethnic fashion in India, and what challenges do brands face in implementing such practices?
Sustainability will play a key role in shaping the future of ethnic fashion in India, driving the adoption of eco-friendly materials and ethical practices. Brands face challenges such as higher costs and supply chain complexities, but overcoming these can enhance their appeal and commitment to environmental responsibility.
Indian fashion has always been deeply rooted in cultural heritage. How do you see modern designers striking a balance between innovation and tradition in an industry that is constantly evolving?
Modern designers balance innovation and tradition by infusing traditional techniques into contemporary designs, creating a fusion that respects heritage while embracing new trends. They update classic styles with modern silhouettes and fabrics, ensuring that cultural elements remain relevant and appealing in today’s fashion landscape.
What strategies can fashion brands use to cater to diverse customer segments, particularly in a culturally rich and diverse market like India?
Fashion brands in India can cater to diverse customer segments by adopting strategies that align with the country’s cultural richness. One key approach is regional customisation, where collections are tailored to reflect local preferences, fabrics, and traditional styles, ensuring relevance to specific audiences. Offering tiered pricing also allows brands to provide high-quality fashion at various price points, making it accessible to a broader demographic without compromising craftsmanship. Additionally, inclusive sizing and designs that cater to different body types, age groups, and fashion preferences are essential for meeting the needs of a diverse market. A digital-first approach, using data-driven insights to customise marketing and product offerings, further enhances the brand’s relevance across customer segments. Brands can also tap into the growing demand for sustainability by incorporating eco-friendly materials and ethical production practices, appealing to environmentally conscious consumers. By blending tradition with modernity and understanding regional and cultural nuances, fashion brands can effectively connect with India’s diverse customer base.
With the rise of digital platforms, how do you think online and offline sales channels will co-exist in the Indian fashion market, especially for traditional and ethnic wear?
In the evolving Indian fashion market, particularly for traditional and ethnic wear, online and offline sales channels are poised to complement each other. Digital platforms offer convenience, wider reach, and personalised shopping experiences, making them ideal for busy, tech-savvy consumers. At the same time, offline channels provide the tactile experience of seeing and feeling garments, which is particularly important in ethnic wear, where craftsmanship and detailing matter. We believe that these two channels will co-exist by catering to different consumer needs. For brands like Silchic, the key is to integrate both seamlessly, offering a consistent, engaging experience across touchpoints—whether it is in-store or online—through virtual try-ons, personalised recommendations, and customer service.
What inspired you to launch Silchic, and how did you identify the gap in the Indian fashion market that your brand aims to fill?
Silchic was inspired by the vision to offer a fresh design perspective that bridges India’s cultural richness with modern fashion trends. We noticed a gap in the market for high-quality ethnic wear that not only embodies contemporary elegance but also stays deeply rooted in Indian traditions. Our goal is to provide a wardrobe that celebrates India’s heritage while appealing to today’s style-conscious consumers. We are dedicated to delivering exceptional craftsmanship and unique designs and make sure that each of our pieces reflects the essence of Indian culture in a modern, sophisticated way.
Silchic blends Indian cultural heritage with contemporary fashion trends. How do you ensure this balance is maintained in your designs while keeping them relevant to modern consumers?
We always work on striking the right balance between tradition and modernity by offering a diverse range of ethnic wear that combines classic elements with contemporary aesthetics. Our designs cater to culturally conscious yet fashion-forward women, ensuring relevance through tiered pricing strategies that make high-quality craftsmanship accessible. We focus on intricate details that reflect India’s rich heritage while incorporating modern silhouettes and styles. Additionally, our commitment to personalised customer service and sustainable practices allows us to create designs that not only honour tradition but also resonate with today’s consumers who seek both elegance and responsible fashion choices.
Your brand emphasises high-quality ethnic wear at an affordable price. What strategies do you employ to maintain quality while keeping prices accessible?
We focus on several key strategies to maintain high-quality ethnic wear at an affordable price. First, we implement a tiered pricing model, offering a variety of designs that cater to different budget levels without compromising on craftsmanship. We work closely with skilled artisans and source materials directly, allowing us to maintain control over quality while optimising costs. Additionally, we streamline production processes and employ sustainable practices, which help us minimise waste and reduce expenses. By maintaining efficiency in both design and production, we ensure that our customers receive exceptional ethnic wear at accessible prices.
As Silchic currently operates through online channels, how do you plan to approach the transition to offline stores, and what will be your key focus during this expansion?
Once we reach a specific number from online stores, we will use data collected from our online channels to strategically plan our offline store expansion. This data will guide us in selecting optimal locations, designing store layouts, and tailoring our offerings to meet customer preferences. Our approach will ensure that our offline presence aligns with our proven online success and customer insights.
One of Silchic’s USPs is integrating traditional craftsmanship with modern designs. Can you share some of the challenges you face in achieving this integration, and how do you overcome them?
One major challenge that we faced during this integration is the ability to maintain a balance between traditional craftsmanship and modern trends. Integrating classic Indian designs into contemporary styles while preserving authenticity and quality is no easy feat. It requires continuous innovation and a deep understanding of our rich cultural heritage as well as current fashion demands. To overcome this, we collaborate with skilled artisans and designers, ensuring that each piece reflects the essence of India while catering to the tastes of today’s fashion-conscious consumers.
You cater to a diverse audience in tier-1 and tier-2 cities across India. How do you tailor your product offerings and marketing strategies to meet the needs of this broad demographic?
At Silchic, we provide a diverse audience in tier-1 and tier-2 cities by offering a range of products that blend traditional and contemporary styles. Our product offerings are designed to appeal to women who appreciate both heritage and modern fashion, ensuring that each collection reflects a balance of classic elegance and contemporary flair. Our marketing strategies are equally tailored to this broad demographic. We use targeted campaigns that resonate with regional preferences and cultural nuances, employing digital platforms and local partnerships to reach our audience effectively. By understanding the unique needs and preferences of our customers, we ensure that our brand remains relevant and appealing across different regions.
How do you see sustainability shaping the future of ethnic fashion in India, and what challenges do brands face in implementing such practices?
Sustainability is set to play a significant role in shaping the future of ethnic fashion in India. At Silchic, we see a growing shift towards eco-friendly fabrics, natural dyes, and ethical production methods, which not only support environmental consciousness but also help preserve traditional crafts. However, implementing sustainable practices comes with challenges, such as balancing cost-effectiveness with eco-friendly materials and ensuring a steady supply of sustainably sourced resources. Despite these hurdles, brands must adapt by embracing responsible practices that resonate with today’s consumers who prioritise both fashion and the planet. Sustainable fashion is not just a trend but a necessary evolution in the industry.
With sustainability being a growing concern in fashion, how does Silchic incorporate sustainable practices in its operations and product development?
Silchic prioritises sustainability by using eco-friendly fabrics, natural dyes, and reducing waste through efficient production. We also ensure minimal and recyclable packaging, alongside collaborating with artisans who adhere to ethical practices.
What is the focus for offering customisable ethnic wear options? Is to B2B or B2C clients?
We are currently focusing on B2C rather than B2B in our business strategy, so we do not offer customisable ethnic wear options for B2B clients.
As you look to expand from ethnic wear into regular wear, what will be your approach to differentiate Silchic in the broader Indian fashion market?
As we expand into regular wear, Silchic will differentiate itself by blending our signature craftsmanship with contemporary designs, offering versatile and stylish options for everyday wear. We will maintain our commitment to quality and cultural heritage while introducing modern aesthetics to appeal to a broader audience.
Looking ahead, what are your long-term goals for Silchic, and how do you envision the brand’s evolution in the next five years?
In the future, we aim to expand beyond ethnic wear. Our primary objective is to venture into the regular wear segment, it will allow us to reach a broader audience while maintaining our commitment to quality and cultural heritage. This strategic move will enable us to cater to diverse fashion needs, from traditional to contemporary everyday styles, positioning Silchic as a versatile player in the Indian fashion industry. We envision the brand evolving into a household name, known for its innovative designs, sustainable practices, and seamless blend of tradition and modernity. Our focus will remain on offering fashion that resonates with today’s discerning consumers while staying rooted in Indian culture.
