Rising popularity of traditional attire driving growth in India's ethnic wear sector: Mysore Saree Udyog

Ethnic wear is witnessing rising popularity among all sections of society. Many legacy brands and several new age companies have entered into this space in order to cash in the rising demand. Mysore Saree Udyog (MSU) is one such legacy brand in the ethnic wear space, which has made a mark in the market space. Led by the second-generation entrepreneurial duo of Dinesh Talera and Kamlesh Talera, the brand has undergone a remarkable transformation in recent years. Known for its blend of tradition and contemporary elegance, the brand has earned international recognition, being named among the world's top 10 shopping destinations by Vanity Fair, Germany. The brand also maintains a significant presence in the US and other international markets. It stands as one of the very few brands in India that has invested in preserving India's textile culture. In a conversation with the Bizz Buzz, the Kamlesh Talera said that the brand is investing big in giving good customer experience apart from maintaining robust online presence through ecommerce platforms. The company has also come up several new products for driving popularity of its brand

How has been the growth trend in the ethnic wear industry in India in recent years? Can you provide some perspective in this matter?

In recent years, we have observed a robust growth trend in India's ethnic wear industry. The market has been expanding steadily, driven by factors such as increasing disposable incomes, a growing appreciation for traditional attire, and the rising popularity of ethnic wear in both formal and casual settings. The industry has also benefited from the integration of modern designs with traditional aesthetics, appealing to a wider range of consumers.

Mysore Saree Udyog (MSU) has been at the forefront of driving the popularity of ethnic wear in India? How has been MSU's growth journey in recent years? Have you seen adoption rising among people?

At Mysore Saree Udyog, we have experienced a significant growth in recent years. Our journey has been marked by an expansion in both our product range and market reach. We have successfully increased our retail footprint with a new store in Hyderabad. We have also enhanced our e-commerce presence, and strengthened our brand recognition. This growth has been fueled by our commitment to quality, innovation in design, and our ability to adapt to changing consumer preferences.

What are the unique differentiators of MSU as compared to its peers in the marketplace?

MSU has several key differentiators. We distinguish ourselves in the marketplace through several key factors. For instance, heritage and authenticity give us a distinct identity. We have deep-rooted connection to traditional craftsmanship. We constantly innovate to stay relevant to the contemporary trend. We blend traditional techniques with modern designs and technologies that give our products a distinct identity. We provide personalised retail experience. Working on the theme of ‘beat the rush and shop peacefully’, our Bangalore store opens its doors at 6:30 am, offering an early bird shopping experience for those who prefer a serene and unhurried environment. This initiative also caters to customers on video calls from clients around the world, ensuring a personalized shopping experience no matter where you are.

MSU has a distinct mark of authenticity. Quality is the cornerstone of our brand. Our Silk Mark certificate and Zari authenticator Machine stand as testaments to our commitment to authenticity. These certifications guarantee the purity and quality of our silk products, giving customers’ a peace of mind and assurance in every purchase. Moreover, we are committed to offering the best value for one’s money. With our Best Price Challenge, a customer can always shop with confidence knowing he/she is getting wholesale prices. If anyone finds a lower price for the exact product elsewhere, we not only match it but also give the customer an extra 10 per cent off. We have a robust customer-centric approach. We tailor our offerings to meet evolving customer needs.

What are the new products that MSU has been launched in recent years? Can you throw some light on this aspect?

We've recently introduced several exciting products to cater to diverse customer preferences. Scented saree is one of the new products that we have come up with. It has a unique sensory experience combining visual beauty with pleasant fragrances. Similarly, ‘Mother-Daughter collection’ is another such product from MSL stable. It means matching outfits that celebrate the special bond between mothers and daughters. These innovations reflect our commitment to bringing fresh, creative ideas to the ethnic wear market.

We have seen the entry of many big players in ethnic wear segments in the last decade. How do you view the competition? Do you feel there is space for everyone to grow?

We welcome the entry of big players into the ethnic wear segment, as it validates the market's potential and increases overall awareness. While competition has intensified, we believe it has also pushed us to innovate and improve continuously. Our established brand reputation, deep understanding of traditional craftsmanship, and loyal customer base have positioned us well to thrive in this competitive landscape. We see these developments as opportunities to further differentiate ourselves and showcase our unique strengths.

Customer experience becomes the key for retailers owing to intense competition. What are the elements of providing a good customer experience that MSU has integrated?

We have integrated several key elements to enhance our customer journey experience: For instance, video calling for online shopping is one feature, we have introduced for enhancing customer experience. This feature allows customers to get a closer look at our products and receive personalized assistance, bridging the gap between online and in-store shopping experiences. We consistently incorporate feedback into our services and designs, ensuring a customer-focused approach that builds lasting relationships.

We have a robust online presence. Our strong presence in ecommerce platforms ensures that customers can browse, select, and purchase our products conveniently from anywhere and everywhere. Additionally, we focus on personalized styling advice, efficient customer support and smooth return and exchange processes. These initiatives reflect our commitment to providing a seamless, enjoyable shopping experience across all touchpoints.

Have you taken any initiative to carry the legacy forward through preservation of MSU’s legacy?

Mysore Saree Udyog also has a larger vision to preserve and carry forward the legacy of handloom and handspun weaves. In 2016, Mysore Saree Udyog established The Registry of Sarees, a research centre, repository and museum, in Bengaluru, to enable learning through engagements with weavers and practitioners and other events. The registry houses over 800 exhibits, dating back to 200-300 years. This sensitizes people about the rich heritage of our country.