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Luxury In The New World
There is a shift toward more conscious consumption on a mass level, yet it remains to be seen how large-scale production can be sustainable at its baseline.
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Raw Mango Draws from the colours, philosophies and cultures of India to create a unique voice, questioning place and perspective through design. With roots in craft and community, Raw Mango’s relationship with handloom began in 2008 as an investigation of possibilities. As a design house it continues to create new conversations in textile, culture and politics through a range of saris, garments and objects.
We focus on the development and longevity of our craft, textiles and heritage. It’s not seasonal fashion and we still sell some saris which we introduced 10 years ago. The way forward needs to speak to many communities and the human condition, and it is important to recognise the value on a larger national scale, a result of regional contributions. This might be one way to redefine luxury.
As we all address the pandemic, we continue to collectively navigate this period and find a way forward. With the launch of Raw Mango’s e-store www.rawmango.com, we have added a new vertical to the business. In addition to our flagship stores in New Delhi, Mumbai and Bangalore, we are present in select multi-designer stores across India. Over 60 per cent of our current sales are coming through our online channels (e-commerce, WhatsApp, social media platforms). Our sales for the first quarter of FY19-20 were 15 per cent of the previous year, and thankfully sales in the second quarter increased to over 50 per cent.
The online shop adds another dimension to our retail presence, given that customer behaviour online and offline are different. Audiences spend less time but visit the online shop more frequently. Our clients are very receptive to categories like garments that are customized as per their sizing, and not limited to saris. One must keep evolving and innovating, especially online. It’s hard to say what the site will look like a few months from now, and that’s an exciting opportunity. For instance, instead of a physical pop-up in New York — which we do every year — this year it was online, offering free shipping and without customs/duties. We also are collaborating with our patrons including Deepti Naval and Karisma Kapoor to curate collections for us, sharing their point of view on our garments and textiles.
Overall, there is a shift toward more conscious consumption on a mass level, yet it remains to be seen how large-scale production can be sustainable at its baseline. I would hope that it maintains organic growth versus being deemed as a trend. Either way, we are continuing our production and processes as before. The human condition remains intrinsic to Raw Mango.
Disclaimer: The views expressed in the article above are those of the authors' and do not necessarily represent or reflect the views of this publishing house. Unless otherwise noted, the author is writing in his/her personal capacity. They are not intended and should not be thought to represent official ideas, attitudes, or policies of any agency or institution.