Tag Archives: Arvind Saraf

Make in India: Triveni roots to make SAREE a GLOBAL ICON

SURAT, the textile & diamond hub of India was our destination on August 19, 2017, as a part of Mega FAM trip organized by Triveni Sarees for bloggers and media persons. We reached Surat on cloudy Saturday, only to be welcomed by very warm and charming Vitika Mehta, when we alighted from Shatabdi Express.

We headed straight to the office of Triveni Sarees located in Anupam Textile Market, which is an amalgamation of tradition and modernity, but not without noticing the huge flyovers, wide roads and host of textile hubs on both sides of the road. Mr Shailesh Saraf and Mr Arvind Saraf (Directors) welcomed us and apprised us about the making of Brand Triveni. All of us would admit that it was a very enlightening introduction of not only Triveni sarees but also of saree business as a whole.

Triveni, started by Mr Giridhar Saraf (father) in 1982, joined by the sons Shailesh Saraf, who understands Surat’s textile industry like no other and has been driving home much of the product innovation, design elements, branding strength, core sales and marketing revitalization; IITian & MITian Arvind Saraf, who brings in high level of efficiency, digitization, monitoring & innovation in the organization besides steering the E-Commerce arm.

Advantage SURAT   

Shailesh Saraf: Indeed we are in one of the biggest textile hubs of India, second to only Shaoxing in China, covering India’s synthetic production to the tune of 70 to 80 percent. Surat was well-known for its mass market offerings till recently, but now it is catering to designer wear market as well, which we know as a niche market.   Today Surat is known for cutting edge products through its insurmountable investment in latest technologies be it in the field of designing, weaving, printing, embroidery or fabric. It is delivering exceptionally well on both counts – inspirational values and the volumes.  Surat is one such place which covers most of the India especially in sarees and we are proud to note that over 90% population is wearing in ‘Surat ki Saree’.

Strengths TRIVENI

Shailesh Saraf: We at Triveni offer very cutting edge designs at highly competitive price points which are our USPs and have given us higher authority in the markets all over. Over a period of time, we have developed a deep instinct about what would work where. I can safely say experience matters more in this field. My day begins with thinking about designs and creating those designs which augurs well to most “Hard to Please” segment – The Indian Woman.

We need to be very focused as Saree or ethnic wear is a very personalized business, and the subject needs in-depth knowledge and widespread reach to make an impact. We are basically distributor led model but our sarees have been going to many countries like Australia, Malaysia, Mauritius Singapore, Spain, Dubai and London etc. though in small portions, but yes we are there.

We do follow fashion forecasts trends dictated by various seasons, internationally like Fall-Winter or Spring-Summer, but predominantly Triveni caters to the tastes of Indian Market which is festivities and weddings driven. With the onset of marriage season, our colour pallets comprise mostly reds, maroons, magentas or oranges which are in sync with the taste of Indian brides. For festivals like Navratri, we do huge varieties of Chaniya Choli collections and for Diwali, we do sarees with traditional weaves and heavy designer inputs.

Make In India: Saree to be Global Icon!

We have some idea that how to promote Indian saree in the world market under the aegis of “Make in India”. I believe Saree is one thing which can take this initiative to just another level. We need Government’s support to work in this direction and empower saree players like us. In case saree reaches on the shelves of big international retail brands like Wal-Mart, then its reach would be phenomenal. Now we have noticed that even foreign diplomats are wearing sarees on India’s Independent day and many other similar occasions. I really want to work for “Make in India” but for that Indian Government needs to make initiation for us. We are ready to initiate the dialogue on this. If saree is declared ethnic wear for the world and is sold duty-free on International airports then its reach it will work magic for BRAND SAREE.

“If a foreigner wants to buy a saree, she should be offered some special pricing, this way niche market will automatically expand. From Surat it is very difficult for us to promote saree on that scale, hence for that initiative is needed from New Delhi.  My aim is to make the saree the preferred Indian wear for the world.”

The Game Changer E-COMMERCE  

We have strengthened our E-Commerce platform in the recent past which enables us in catching the pulse of live customers, whose feedback is immensely valuable. We have customers from far – flung countries of the world besides the US, UK, Mauritius, Singapore etc. where we ship our sarees to the end consumers. Our E-Commerce business is 10% of our total turnover. It is a very robust platform which every woman needs to experience. We are selling through E-Commerce websites like Jabong and Myntra and our experience has been good overall, moreover we feel a presence on these sites is important as these provide visibility and we get to cater to wide spectrum of customers.   The digital team is always on their toes and ensures constant presence on social media platforms and tracking various activities on our E-Commerce platform.

Sarees, Sarees & More Sarees & Lehengas too!

In the last leg of our tour, we reached the warehouse of Triveni which is huge in absolute terms and stocks and delivers a huge number of sarees on a pan India level. Mr Vineet Agarwal who manages this humongous warehouse told us that for the first time tax has come on sarees with 5% GST for which we had to do put in place huge logistics but we have not passed it to the end consumer.

We were shown the raw material, laces, sequins, decorations in hordes which are used by the design team. For the first time, we came to know that what a humongous effort it is to make one saree! From here we moved to the place which looked like a sea of sarees but, it was most organized warehouse I had ever been to. Mr  Agarwal who manages it all delightfully shared his management techniques which include several quality checks to deliver that perfect saree.

The Triveni team comprises of Designers from NIFT who churn out designs and designs to suit every palette.  Shalini Raj who is a chief designer, also a drape expert was quite a delight, she showed us her drawing book which had many interesting designs and explained to us how design team works. The most interesting part was all ladies enjoying themselves in saree draping workshop with Vitika, Priya, Yashi and Shalini (Triveni Team).

The brain behind the strong social and digital media presence  Vitika Mehta made a comprehensive presentation on Digital activities of Triveni.

No wonder, I termed Triveni as “Organically grown Corporate”.

Triveni needs just that push and initiative on the part of Government to be a shining star of “Make In India” campaign.

Hope PM Narendra Modi is listening…oops reading!! 

Top Pics: Beauty & Grace personified Maharani Gayatri Devi of Jaipur

Lehenga Sarees, ruling the roost this marriage season!

Lehenga style saree or Lehenga Saree as it is famously known, is not a new phenomenon as it is made out to be. Women in South India always worn it in South Silk, Cotton Ikats or Kanjiveram Silks but it came into limelight with Deepika Padukone wearing it on screen in movie Chennai Express. All of us loved her simple demeanor in vibrant coloured, flowy fabrics, intricate gold borders and heavy Gold Pallu lehenga sarees which made Deepika look gorgeous, nonetheless girl next door too!

Then we watched Alia Bhatt wearing those in popular Bollywood movie – Two States, where she looked absolutely stunning in those lehenga sarees.

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So what are these lehenga sarees?  Lehenga sarees are an aesthetic blend of the traditional saree and a lehenga choli where saree is normally 4.5 meters long. To wear one, unlike a sari, one doesn’t have to form pleats but may simply ‘tuck and drape’. Like that of a traditional saree, the lehenga style saree is worn over a petticoat (inskirt, pavadai in the south, and shaya in eastern India), along with a designer blouse called the choli.

Many designers like Manish Malhotra, Tarun Tahiliani and Sabyasachi Mukherjee have done some exquisite collections of lehenga saree which have high style quotient and dollops of traditional inputs. World over brides are loving their Lehenga Sarees…heavy embroideries, free-flowing fabrics and beautiful cuts make these every bride’s dream.

Bride in Sabyasachi Lehenga
Bride in Sabyasachi Lehenga

It will not be a misnomer to say that lehenga sarees present beautiful amalgamation of comfort and style. Today’s youngsters who don’t want to look aunties in a saree and over dressed in a lehenga, want to sport fusion of the two. They want to dress without any encumbrances, without compromising on style quotient and lehenga sarees are just an answer to that. The easy-to-wear option of the garment tells the ladies just to slip into it and be ready in minutes. Stitched as a long flared skirt with a zip at the side, it is made to the measurements of the wearer. The ensemble needs to be slipped in, then the wearer can fasten the zipper and drape the pallu over the shoulders. This is an outfit for ladies who are not comfortable with usual draping and pleating that the regular saree demands.

Designer lehenga sarees may not be easy on pocket as these come with hefty designer price tags and if you want value for money pricing with designer inputs, choose from the gorgeous collection of triveniethnics.com. You can choose from their wide range of lehenga sarees suitable for any occasion. The lehenga saree in question here is getting beautiful contrast owning to use of colours: Electric Blue & Dazzling Blue with sequins all over. This lehenga saree stands out from the usual reds and peaches, blues & greens. The golden lace at the border adds jazz to the look.  Teamed with Art Silk blouse with white hexagonal net lehenga has gracious falls. It can be complimented with light traditional gold jewellery to enhance the look with swag!

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Speaking on lehenga saree collection, Mr. Arvind Saraf, Director,  TriveniEthnics said, “Lehenga Saree is in trend from last five years but it gained momentum with Deepika wearing it in Chennai Express. It is a fusion of lehenga, owing to its cuts & shape, with drape of a saree. For a wedding, saree may look casual and lehenga too traditional, so we at Triveni made it more occasion oriented with ease of wearing & carrying attached to it.”

He adds, “Lehenga saree is simplified lehenga with saree like dupatta and a designer choli to boot, the look is very close to half-half saree as worn in South India. From last one year art-silks and brocade lehengas have become very popular with embroideries, works, prints and borders which gives them a rich look.”

Speaking on the innovations done keeping the tastes of trendy, yet traditional youngsters in mind, Saraf says, “ Few years ago our lehengas had heavy embroideries but now we have moved to soft prints in pastel colours providing heavy borders to lehenga, complimenting it with beautiful saree and designer choli which have become quite popular with youngsters. Moreover these are very easy to carry unlike saree which youngsters sometimes find quite cumbersome to manage.”

On Triveni’s lehenga Saree collection, Saraf says, “Bollywood has raised the fashion aspirations of Indian women. Keeping that in mind, our lehengas too have fair amount of embroidery catering to North Indian tastes.  Earlier it was primarily occasion wear but now it is has become very popular for Mehendis and Sangeets. These have become pan India phenomenon with any women sitting in remotest part of India having  them and flaunting them.”

Various rich and exquisite embellishments are used on lehenga style sarees patterns, which include silver embroidery, golden embroidery, metal beads, real pearls, wood beads, glass beads, mirror work, lace work, Kundan, sequins, glittering stones, zardozi, etc. Mostly rich fabrics like silkgeorgette, brasso, brocade, chiffon, crepe, etc., are used in the making of a lehenga style saree.

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I think Lehenga Saree would be toast of this marriage season, particularly for mehendi & sangeet!

So what are you thinking, order one from Triveni Ethnics for Mere hathon mein nau nau choodiyan hain…

 

 

 

Saree Gowns: Swing to the Silhouette in Style!!!

For the first time I noticed Saree Gown in a fashion show in New Delhi few years ago where model sported neon green saree gown by designer Monisha Jaising…

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…Model looked fabulous in the outfit, which at hindsight appeared to me like a saree draped differently like the one by Mumtaz in Aaj Kal Tere Mere Pyaar ke Charche…but as she came close I realized that it was something starkly different. Indeed it was an attempt to update traditional saree by fusing it with a gown like silhouette. Here, the outfit was paradoxical mix of fluidity and construction, which combined the saree’s classic structure with the comfort of zipped – up gown. Outcome, your heavily embroidered saree or lehenga will not come in the way when you swing – Girls like to Swing on your best friend’s sangeet.

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One fine morning, not too long ago, a tweet landed in my account from @triveniethnics displaying their saree gown collection, which instantly caught my fancy and I suddenly recollected seeing them at a fashion show (mentioned above). The outfit in itself is quite exciting as it wonderfully blends silhouettes of a gown with that of a saree and the result is magical. You are adorning the class of a saree and style of a gown in one single outfit. Saree Gown has the comfort of the gown and drape of the saree which gives women the liberty of doing whatever they want. It makes them look elegant & dolled up at the same time, whichever look they want to flaunt. It is an ideal outfit for pretty, young Indian girls who always like to dress to the occasion. It is a fusion of Western & Indian, tradition & trend and style & Silhouette. tssag2602_2Apprising about the breathtakingly beautiful collection of saree gowns, Arvind Saraf, Director, Triveni Ethnics said, “We always attempt to give something new to our customers and saree –gown is one of those outfit. We are sure it will attract young upwardly mobile women who do not shirk from trying something new all the time; especially when it comes to occasion wear. Our Saree Gowns are quite unique because of the use of fabrics like Georgette, nets, chiffons with heavily embroidered tops and colour palette is also quite strong which would appeal younger audience especially.

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Highlight of the collection is  heavy embroidery on sleeves and layering at the bottom.” He observed a very pertinent point, “Our girls have become quite global but they do not want to compromise on the traditional look when going for an occasion, for them these saree gowns would be an ideal outfit to adorn. Here they want to look stylized but not too Western too. This outfit addresses their concern here.”

Triveni Ethnics are based out of Surat, Gujarat who brings in vast experience in the field of sarees from many decades. Triveni Sarees are available on a pan India level across various budgets, styles, fabrics & fashions from both Online & Offline platforms. They have something for every woman. Don’t miss on checking their bridal collection!!!

& of course saree gowns!!!!

You can check & order the Saree – Gown Collection on http://www.triveniethnics.com starting from Rs. 1500 to Rs. 15,000.

Gowns shown in photos above, barring first one are courtesy: Triveni Ethnics

Ladies watch Tamasha, in Tamasha Collection of Triveni Sarees!

Blockbuster from Triveni Ethnics: TAMASHA Collection!

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With festive season just knocking our doors, what could have been better than adorning a beautiful saree and stun your guests! Triveni Ethnics have recently launched Tamasha collection, for the young & upwardly mobile ladies who want to make their festival special.

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“This collection is different from our other collections owing to its unique styling where sarees are light and blouses are heavy”, says Surat based Arvind Saraf, Director of Triveni Ethnics. He adds, “The fabrics used are georgettes and satin with dash of embroidery in gold and silver whereas patchwork on blouse and shoulder lends it a unique look.”

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Saraf informs, after dual sarees of Chennai Express, these sarees would be a welcome change which would have great acceptance amongst youngsters who want that special look for parties, festivals, sangeets, movies or just outings. I couldn’t have agreed for more!

For some sarees, the collection looked inspired by 70s look of Mumtaz who adorned heavily embroidered georgette sarees with élan…who would mind that retro look for friend’s sangeet.

A word about the collection:

Tamasha has Georgette sarees in sober shade fabrics with one satin saree. The body of each saree has exclusive cut patches and readymade borders. The beautiful embroidery work on shoulder gives a unique look and feel to this collection. The box pallu embroidery patches enhance the grace and beauty of the wearer. Every design is unique in the embroidery pattern and placement, which makes each saree different from the other.

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Complementing the beautiful sarees, in this collection, are beautifully crafted unique blouses in various fabrics with attractive embroidery. This collection has a plethora of fabrics and patterns to choose from. Chiffon, georgette, jacquard, printed fabrics, brasso, satin / velvet for blouses and borders and shaded fabrics offer you a vast choice in a single collection. Also the attractive borders and embroidery in embroidered patches, stone work, foil work, hand patches, cut work and machine embroidery represent the magic story in the collection.
Exclusive and intricate embroidered; Bhagalpuri and brocade borders provide a majestic look to the collection. You now have every opportunity to make your personal style statement, this festive season, with this exclusive collection.

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Now you too can match the look of Deepika Padukone in Tamasha.

While you are booking your Tamasha tickets online, you can order your Tamasha saree online too at http://www.triveniethinics.com.

A TRIVENI of ethnicity, modernity & creativity!!!

नारी व्हिच साड़ी है या साड़ी व्हिच नारी है

Whatever it is, every woman looks pretty in a saree and what if saree is from the collection of Triveni Ethnics. You must be wondering what am I talking about. It all started from an invite from Surat based Triveni Ethnics for a bloggers meet in Bandra, Mumbai.

Little back drop to the story…
…I received a mail from Triveni Sarees from Surat requesting to be a part of Bloggers Meet in Mumbai on July 11, Saturday. I wondered all through, how they came to know about me? And this prompted me to call the mail sender – Nupur who authenticated the mail. Travelling to such a distance to an unknown destination is quite a task especially on weekends; still it remained in my mind. On Saturday I nearly dropped the idea of making it to the venue, as it sounded quite weird. It was my daughter who pricked my conscience and said, “Once you have confirmed, then you should go for it.” So I pushed myself to the destination, and landed in Bombay Connect premises. And voila! What an afternoon it turned out to be!

Read on the Saree tale…

Arvind Saraf of Triveni Ethnics, an IITian & MITian behind the famous ethnic wear brand welcomed us warmly and introduced to the world of Triveni Sarees. There was a display of wide and varied saree collection, though venue was quite small, still we saree freaks did not mind. There were certain sarees, of which we could not take our eyes of. The vibrant colours, smooth textures and amalgamation of modern & traditional prints comprised the collection. Oh yes! Triveni Ethnic’s catalogues are something to talk home about, beautifully & creatively crafted, all of us fancied them. Indeed Triveni is a world in itself where grace, dignity and identity are expressed through the vibrancy of their collection of sarees, lehengas, kurtis, anarkalis…what not. The collection is any woman’s dream; it has something for everyone irrespective of age, profession or occasion. You just have to take your pick from the collection.

When I told Arvind, that women seldom buy Sarees by the brand, isn’t this a challenge for Saree brand like Triveni? Arvind replied, “The trend is changing. Ladies are becoming more conscious about the name which brings in trust and our E-commerce platform is ample proof of that. We ship around 1000 sarees per day to not only various cities in India but also abroad.” He added, “For using E-commerce platform ladies are migrating from unorganized saree retailers to the branded ones. They are shopping from the comfort from their homes and they want to go with the brand on which they can lay their trust on besides liking the design, colour and fabric etc.”

Talking about the strong On-line presence of Triveni group, Arvind told us,  “TriveniSarees.com was setup in 2011 – to take the fabulous Triveni collection worldwide, online and a few clicks away. ‘Iness’ took our leanings with designer wear with the aim of creating a viable online market for them, and ‘Hues & Vibes’ is Triveni’s foray in home & kitchen linen. Triveni Labs was setup in 2015 to share Triveni’s learnings about technology innovation for SMEs & e-Commerce to a wider audience.”

We bloggers particularly liked the Art –Silk collection of sarees which had very interesting heritage patterns but synthetic saree collection did not excite me in particular barring just one saree in black and beige pattern. May be because of their loud colours and bold patterns. But yes, fabric is the star of all Triveni sarees. There we no Lehengas in the collection so we cannot write about them. Hope they conduct one workshop exclusively for their Lehenga collection which looked to me quite exquisite on their website. Every bride would want one on her special day.

Session ended with an interesting saree draping workshop where many trendy styles were shown to us. May be next time we try one of those style for our special outing…

After a long time, my interest was revived in sarees…

courtesy: http://www.triveniethnics.com.