In the ever-shifting realm of fashion, marked by its ceaseless evolution of trends and consumer inclinations, Tata CLiQ Luxury, India’s premier luxury platform, is embarking on an exhilarating journey with the unveiling of ‘Indi Discovers.’ This groundbreaking initiative is poised to redefine the Indian fashion landscape, ushering in a distinctive fusion of affordability, forward-thinking fashion, and sustainability.
Empowering Local Artistry
The fashion scene in India has witnessed a remarkable transformation, primarily driven by the emergence of indigenous brands that seamlessly blend affordability, style, and eco-consciousness. ‘Indi Discovers’ was conceived as a platform dedicated to empowering these niche brands, offering them a stage to flourish.
Gopal Asthana, CEO of Tata CLiQ, shares his vision, “With ‘Indi Discovers,’ our goal is to bridge the gap between fashion-forward, accessible products and sustainably crafted local treasures. We aspire to integrate these unique and culturally rich pieces into everyday wardrobes, harmonizing affordability, quality, and cultural richness.”
A Diverse Showcase
‘Indi Discovers’ boasts an extensive collection encompassing over 10,000 distinctive SKUs, spanning women’s apparel, men’s fashion, and accessories. This expansive assortment mirrors India’s vibrant tapestry of festivals and celebrations, catering to a wide spectrum of consumer preferences. In its inaugural phase, ‘Indi Discovers’ focuses on festive ethnic wear for women, featuring an extensive array of Suit Sets, Kurtas, and Sarees. As seasons change, the platform will gracefully transition into a curated selection of wedding and party attire, offering exclusive options for special occasions.
Asthana explains their target demographic, “Our primary audience comprises individuals aged 25 and above who seek unique fashion choices that resonate with their personal style and values. This discerning group values one-of-a-kind products at competitive price points. Our aim is to provide them with an exclusive shopping experience that combines tradition, contemporary aesthetics, and affordability.”
The Evolution of Indiluxe
The ‘Indiluxe’ category/platform at Tata CLiQ Luxury has undergone remarkable growth in recent years. This upswing is attributed to the rapid adoption of digital platforms by designers and brands that were previously entrenched in offline channels. Today, designers and brands are eager to tap into the expansive online customer base, resulting in the creation of diffusion lines and innovative offerings. ‘Indiluxe,’ featuring top-tier designer brands from across India and innovative curation such as ‘Indi Discovers,’ has played a pivotal role in fostering this upward momentum.
Beyond the fashion sphere, ‘Indiluxe’ has experienced a surge of interest and growth in other segments, including home decor, footwear, and accessories. Each of these categories is thoughtfully curated to complement the refined tastes of our core ‘Indiluxe’ customers.
Asthana highlights, “Notably, the Home category has witnessed exceptional growth, especially in the post-COVID era. Customers are seeking to infuse their living spaces with distinctive and exquisite identities. The fusion of top-notch design, quality craftsmanship, and a rich cultural tapestry has made ‘Indiluxe’ the go-to destination for those looking to elevate their lifestyle with unique and exquisite products.”
Embracing Technological Advancements
Tata CLiQ Luxury is harnessing technology to elevate the shopping experience on the ‘Indi Discovers’ platform. Features such as storytelling, curated showcases, and collections are being employed to engage users and transform their shopping journey into a delightful experience.
Digital-First Marketing Strategies
Tata CLiQ Luxury caters to a niche audience, the upper echelon of the consumer pyramid, known for their discerning taste and fashion-forward sensibilities. Given that ‘Indi Discovers’ is an online store, the brand has implemented digital-first marketing strategies to enhance its visibility and accessibility. The launch of the ‘Indi Discovers’ store aims to provide a platform for women consumers to discover contemporary homegrown brands, enhancing their shopping experience through occasion-based curations.
Asthana adds, “In addition to this, we have an exciting line-up of collaborations with content creators and tastemakers to increase brand visibility. Editorial content highlights various craft forms available at the store, enriching the shopping journey.”
Future Growth and Festive Endeavors
Tata CLiQ Luxury’s vision extends beyond the realm of fashion. The platform aspires to become a luxurious lifestyle destination that caters to diverse lifestyles, interests, and passions. Expanding product categories and welcoming new brands are integral to this growth plan. With the festive season on the horizon, ‘Indi Discovers’ will curate collections that resonate with the celebratory spirit, offering a festive shopping experience akin to visiting a meticulously curated boutique.
Asthana concludes, “As the brand continues to evolve and innovate, we aspire to be synonymous with accessible luxury and sustainable fashion, celebrating the beauty of Indian craftsmanship and heritage.”
In a landscape where the fashion industry constantly evolves, Tata CLiQ Luxury’s ‘Indi Discovers’ is pioneering a movement that bridges affordability, sustainability, and style, ensuring that Indian fashion continues to redefine itself for the better.