'Indian designers have to catch up'

For Indian designers to make a mark at the international scene, they need to be more professional and shed the "chalta hai" approach, buyers at the ongoing Indian fashion extravaganza LIFW, say.

For Indian designers to make a mark at the international scene, they need to be more professional and shed the "chalta hai" approach, buyers at the ongoing Indian fashion extravaganza LIFW, say.

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"Majority of Indian designers have a lot to catch up to reach international standards," says owner of 'Sanskrit,' a Hong-Kong based store, Komal Mirichandani.

Komal, who is a regular buyer at annual LIFW event says that in past she has worked with more than 25 Indian designers but her experience was not always fruitful.

"There are a handful of Indian designers who concentrate on packaging of their products, maintain the quality norms and send the consignments on time," she says.

Komal, who buys wears of 18 designers including J J Vallaya, Rina Dhaka and Ritu Kumar for her store says that "even a thread of the garment should not come out, but these things are common with designers here."

"They do not pay attention to these small things which can affect the reputation of any designer. They will have to shed of their 'chalta hai' approach," she says.

From business point of view, a single buyer takes clothes worth millions from this show, she says.

However, she feels that there is lot of talent in India.

"Indian embroidery is rich and designers here have talent as well. They just need to concentrate more in the marketing aspect."

Sunil Sethi, CEO, Alliance Merchandising Company which promotes Indian products and designers on the international platforms says that designers are improving but they will have to learn a lot.

"We are still to gear up for international market. I worked with 15 Indian designers in 2002 but half of them were not registered with the international export body and also did not have any export company, which are essential norms" Sethi says.

"They just want to go international without any knowledge of the international compliance norms of quality and production, says Sethi, who has come at LIFW with well known UK based international buying house 'Selfridges'.

"Branding is the biggest problem for the Indian designers. Successful designers are those who are aware of their customer choices and bring out a focus and consistent line," said Sumit Chandna, Category Manager, 'Shoppers Stop', whose stores 'Buzz'and 'Kasba' sell collections of well-known Indian designers like Rajavendra Rathore.

He says, some designers try their hand at everything, they should know for whom they are designing and should cater to specific customer base.

However, Sumit says there are few designers who are succesful as they follow their own style, innovate in it and have made a brand name.