Why We Design in Series

It would be easier, in some ways, to chase one good print at a time. A pretty design comes along, you run it, you sell it, you move on. Plenty of the trade works exactly that way. We have chosen not to, and the reason has everything to do with the buyer standing at a shelf.

We design in series (UNIVERSE, SOULITAIRE, INDRIYA, SUNSHINE), and each one carries its own mood. UNIVERSE is floral and printed, contemporary, easy to wear and easy to sell across regions. SOULITAIRE is foil and discharge, deep and jewel-like, made for the buyer who wants something premium. INDRIYA is the complete three-piece, a plain dhabhu base and a printed dupatta ready to stitch. SUNSHINE is bright cambric, foil-topped and matched, our sunniest range, and our best-selling. They are not four random moods; they are four shelves a retailer can build around.

That is really the whole point of working in series. A retailer who stocks a series gets a set of designs that hang together, in widths and finishes that match, with a single clear story to tell the customer in front of them. "This is the SUNSHINE range" is an easier thing to say, and an easier thing to buy into, than a wall of unrelated prints. The shelf looks considered because it was considered.

It helps the dull, important work too. Series come with clean design numbers, which is what makes a reorder quick and exact six months later. A buyer does not have to describe a fabric from memory; they give us a D.No. and a series, and we know precisely what they mean. Most of our business is repeat business, and a tidy series is part of how we earn the second order, which, the way we see it, is the only order that really counts.