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Exclusive: The Indian label revolutionising the Benarasi weave is now turning 10
This article celebrates the 10th anniversary of Ekaya Banaras, an Indian label led by CEO Palak Shah, which aims to revolutionize the traditional Benarasi weave and make it relevant to a younger, contemporary audience. Shah, who initially pursued a career in finance, unexpectedly joined her family's century-old textile business and took charge of the retail division, transforming it into the modern brand Ekaya. Her motivation stemmed from a desire to instill pride in Indian textiles and craftsmanship, noticing that while international brands emphasized their artisanal heritage, Indian traditional garments often lacked similar recognition and appeal among younger generations. She observed a hesitation, particularly among young people, to embrace traditional attire like saris, which were often perceived as something only older generations would wear. Ekaya Banaras sought to recontextualize the timeless Banarasi weave, preserving its essence while infusing it with a contemporary aesthetic.
The article highlights Shah's entrepreneurial journey and her leadership philosophy, which embraces taking risks and learning from mistakes rather than striving for unattainable perfection. She emphasizes the importance of continuous learning and adapting to changing times, citing her upcoming course at Harvard Business School as a step to further innovate Ekaya. Shah also discusses the advantage of being a woman in the textile industry, particularly when selling products primarily consumed by women. She believes that women can offer deeper personal insights into the sartorial dilemmas associated with saris, effectively conveying a concept and providing solutions from their own experiences, which can lead to higher success rates compared to male-dominated sales environments.
Addressing potential concerns about the declining popularity of Banarasi textiles among younger consumers, Shah outlines Ekaya's strategy to keep the craft relevant. Instead of confining the textiles to traditional sari forms, Ekaya aims to present them in ways that align with modern consumer preferences, such as tailoring them into pantsuits or other contemporary products. The core objective is to revive and promote Indian crafts and the textile industry through innovative applications. The brand fosters a relaxed and fun working environment, with Shah sitting directly with her team, treating colleagues as family, which she believes contributes to employee retention and spontaneous, creative ideas, such as their successful 'sari anxiety' video series.
Regarding brand promotion, Shah expresses a selective approach to celebrity endorsements, prioritizing authentic connections to handloom and the promotion of the right message. She values genuine word-of-mouth recommendations over celebrity modeling, believing that a satisfied customer's endorsement leads to more significant sales and popularity than a superficial association with a famous personality. The article concludes by detailing ten significant milestones in Ekaya Banaras's journey. These include the launch of 'Thaan by Ekaya' for contemporary motifs, a collaboration with MISHO jewelry, participation in Paris Haute Couture Week, Sonam Kapoor being the first celebrity to wear Ekaya, a menswear collaboration with Kunal Rawal, the 'Crossing – Natives of Nowhere' collection inspired by migration, the 'Second Chance' initiative for reselling pre-owned textiles, the opening of five retail stores, the launch of a home collection featuring cushions made from woven fabrics, and a 'Project Renaissance' collaboration with Vogue for International Women's Day, which also included a special Benarasi Brocade 'Fiamma' bag created with Salvatore Ferragamo, celebrating women's roles in carrying forward family businesses.
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