With increasing global trends and the world coming together through fashion, brands worldwide are promoting artistic values, culture, stories, and much more through their work. Designers have dedicated themselves to the intricate details, every piece that they design speaks volumes about their passion and creativity. Devyani Mehrotra is an Indian designer label started in 2019 by Devyani(founder)which seeks inspiration from various cultures and styles around the world with a freewheeling nomadic attitude.

Devyani offers contemporary Indian clothing with global sensibilities. The label is all about rich colors, prints, embroideries, and layers upon layers of texture that allow women to effortlessly go from day to evening while looking chic and never compromising on comfort.

The brand offers ready-to-wear clothing; including tops, tunics, suits, sarees, and lehengas. Their hot-selling products are beautiful printed scarves and stoles. The brand focuses on Contemporary Indian Women aged between 25 to 60 years, who are confident, have a sense of style and seek comfort in an outfit.

Digitalization Has Geared Small Labels
The e-Commerce industry is at its peak at the present and is bound to flourish in the future with retail fashion taken up to digital platforms. This has allowed upcoming brands to showcase themselves on the global platform and be successful. It gives brands like Devyani, a great opportunity to reach out to the target audience and set a foot in the industry. Also, the struggle that the

Tier-II and Tier-III clients faced earlier, has been resolved by easy availability due to digitalization. Businesses can now target a larger audience which wasn't a possibility before the introduction of online platforms.

The raw materials and fabrics at Devyani are sourced from various weavers and sources in India. Everything is then made inhouse by a diligent and quality affirming team of workers. "Internally, each day brings along a new set of challenges and that is what motivates us to find solutions, learn, and deliver better", says Devyani.

The brand focuses on Contemporary Indian Women aged between 25 to 60 years, who are confident, have a sense of style and seek comfort in an outfit

Unlike other companies or bigger brands, Devyani doesn't have a team of designers, merchandisers, and managers to manage the brand. "My team is just me with my core group of tailors, embroiders, and a pattern cutter.

A combination of the teams' spirit and expertise is what keeps us a float", says Devyani. The culture promoted internally is to feel valued with utmost participation. It is this synergy that has given the team much success in a short while.

The Future Lies In Growing The Label Into Couture
Devyani started off with just a small exhibition booth of 2 by 2, and now they are present in more than 20 standalone and more than 15 online stores including India's topmost platforms. They have clients from more than 30 cities in 10+ countries and the market has shown tremendous support on the website and the social media handle.

Devyani plans to collaborate through a few stores and target international clients, stores, and e-commerce platforms in the future and also exploring the possibilities of joining the couture universe and make wedding wear for the Indian market. It aims to grow not just in the Indian designer space but also globally where it can collaborate with influencers and artists who can spread awareness about the brand to its audience.