Each one of us is unique in terms of personality & preferences. Some prefer style over comfort while some prioritise comfort over style. While you shell out hard-earned money to present the best of yourself, why compromise on either style or comfort? Indeed, you deserve both. Here comes "Saffron Threads" to disrupt the Indian fashion space by delivering contemporary comfortable and chic garments at an affordable price to empowered women.

''Saffron Threads'' stands for “stylish ethnic wear for smart women” be it a working woman or a homemaker.

To know more about this authentic brand, built by a woman for all the bold & beautiful women, Women Entrepreneur India engages an exclusive conversation with Madhushree Agrawala, the Founderof ''Saffron threads.''

What Was The Motivation Behind Establishing A Fashion Retail Brand That Caters To The Indian Lady Looking For Simple, Elegant, Day-To-Day Wear?

''Saffron Threads'' was founded on the premise of providing women dressing options that are stylish, elegant & chic without being too garish. India is a country of vivid colors and various art & crafts. The idea was to blend all these elements and design garments that could be worn as workwear or daily wear. A lot of attention was paid to the cut & fit of the garments as these garments were to be worn by women over an extended number of hours, so they needed to feel comfortable throughout the day. The journey began with the first flagship store in Mumbai in 2013, which helped us understand the customer requirement. From 2017, we started on our expansion journey to 8 brand stores by 2019 spread across Mumbai, Thane & Pune. The onset of the pandemic accelerated us to go online. We are currently present on marketplaces such as Myntra &Ajio besides the brand website. There are plans in the pipeline for us to feature on a few more prominent marketplaces in near future.

“''Saffron threads'' presents a wide range of ethnic wear specially designed for today’s urban empowered woman, as an extension of her personality”

What Are The Various Categories Of Clothing Offered By ''Saffron Threads'' To Its Consumers? How Are These Products Designed And Manufactured To Ensure The Highest Quality Output?

''Saffron Threads'' offers a wide variety of kurtas, dresses, tunics & tops, which can be paired with our bottom wear consisting of trousers & palazzos. A lot of thought & effort is put into the cut & fit of the garments. Our legwear is the fastest-growing segment and has been appreciated by customers for the comfort & styling. We have a dedicated line of clothing for working women “9 to 5 Traditions” which combines fashion with comfort. The trendy & fun vibe is evident in our section on Ethnic Dresses. “This or That” line of clothing can be worn as dresses or can be teamed with any legwear as a kurta making it a versatile line of the garment. Our forte is to ensure the highest quality output right from the inception stage by putting in a lot of thought & effort in the construction of the garment. The fabric is procured directly from the source/manufacturer and is put through stringent quality tests to check for optimum quality standards. All the garments are quality checked at various stages by our dedicated QA team.

How Has ''Saffron Threads'' Growth Journey Been So Far?

Our journey started with one store in 2013 to 8 stores in 2019. Before the pandemic struck, there were active plans to increase the store numbers to 20 by the year 2020 with plans to expand nationally. With curbs being imposed due to lockdown our focus has been to increase online presence till the time the market stabilizes. The pandemic has helped us become an omnichannel brand. We hope to leverage our knowledge of interacting directly with offline customers and provide a better quality of service and a personal touch to our online customers & vice versa. The pandemic has made us realize the value of being in close contact with our loyal customers who have kept us going despite the tough times.

Highlight The Roadmap Ahead For The Brand? Are You Looking To Add Any New Products To Your Roster In The Days To Come?

We strongly believe in sticking to our core competencies in terms of product & design, as the clientele expects a certain kind of product when they walk into the store. Any new product that is added to the brand will need to have synergy with our existing product line. At present, we are exploring the option of extending the product line to plus sizes, which is a natural extension of our brand philosophy of comfortable & stylish clothing. Also, a line in Men’s Ethnic Wear is ready to be launched for the upcoming festive/winter season of 2021 under ''Saffron Threads.'' For any other line of clothing, which does not fall under the umbrella of ''Saffron Threads,'' we would launch it in another brand to have a clear market & customer segmentation.

Madhushree Agrawala, Founder & Owner, Saffron Threads

Madhushree single-handedly established “Saffron Threads” - ethnic wear apparel brand to cater to home maker as well as working / professional women. The company focuses on prioritizing uniqueness with products, royalty with services, luxurious yet nominal ethnic wear. As a designer & manufacturer, Saffron enables customers with a great value proposition.