India is known for its crafts and textiles that reflect its diversity and cultural heritage. The designs inspired by the ancient traditions include the use of hand weaving and natural dyeing techniques are taking the centre stage in sustainable fashion in the country. These artisan hand-crafted garments generally last longer, and can also be mended if they experience slight wear and tear.

The new-age fashion designers, as well as brands, are working with the millions of artisans across the country to promote slow and sustainable fashion. Pink City, a Kolkata based fashion brand, follows a sustainable fashion design process by drawing from the rich heritage of the Indian crafts and focuses on developing a fashion collection that integrates artisan craft textiles into the design process.

Pink City was started in 2014 by Sarika Kakrania as a young, exclusive and modern brand that offers a certain design sensibility within a boutique set-up by making the experience of buying clothes very personal. The brand draws inspiration from the ethnographic textiles of Jaipur, which is also known as the pink city. The fashion brand stays away from unoriginal trends and promotes local production, independent design, and advocates style that transcends seasonal fads.

Sarika recently engaged in a one on one interaction with Women Entrepreneur magazine, here’s the highlight from the same.

Take us through the early journey of your entrepreneurship. What motivated you to start a fashion brand?

I have a degree in commerce but my heart always drove me toward creative arts. I always enjoyed drawing and painting where I would focus on the tiniest of details. A few years after college, I got married and soon became a mother. Being a homemaker is a full-time job but I always craved to restart my career after making life happen. They say, second chances don’t come often but after having a beautiful marriage of 17 years, and 2 wonderful children, it was time for me to move forward with a quest to find my ground once again. “I began Pink City, after what felt like an eternity of being a homemaker; it made me realise what a woman is capable of.”

The motivation behind building the fashion brand was simple, to keep our ancient crafts relevant in the modern world. I wanted the younger generation to acknowledge and celebrate the rich heritage of our traditional textiles. So, I brainstormed towards striking that balance by crafting women’s wear using traditional textiles as a focal point in the canvas of modern silhouettes.

Give us a brief overview of pink city. And what are the roles and responsibilities that you shoulder as the founder of pink city?

I was always fascinated by the traditional artisanship and ethnographic textiles of Jaipur. I want to showcase these and the ancient and traditional craftsmanship of Rajasthan, and the whole of India for that matter. Pink City, a slow fashion brand, is a luxury pret label known for its effortless pieces with an inherent elegance that uses indigenous traditional craft techniques and innovative colour palettes. The garments that we design are a perfect amalgamation of ethnic silhouettes with modern-day sensibilities in bright, effervescent colours and intricate embroidery. Being the only decision-maker, creative and business head of the brand, my goal is to keep our ancient textiles alive in 2022. The job comes with its fair share of struggles, though the toughest challenge for me has been to digitise my business and learn about the technological landscape that is now dominant in the retail space.

In your opinion what are some of the most significant milestones that you have achieved throughout your professional journey?

The biggest milestone for me was to spot Shilpa Shetty donning the Pink city label, not once but twice, for her special occasions. The second time around, we designed clothes for her kids and sister Shamita Shetty too. As a mom and a family-oriented entrepreneur, no riches or success can compare to that special moment. My kids are my biggest cheerleaders, critics, and driving force behind creating Pink City and taking it to the heights I didn’t dare to even dream of a decade ago is another big milestone for me.

“I began pink city, After what Felt like an eternity of being a Homemaker; it made me realise What a woman is capable of”

How do you foresee the indian fashion & apparel industry evolving going forward?

I see ‘Less is more’ becoming a fashion rule to live by. Consumers are getting more and more aware of the quality, for them, the quality should and will always triumph over quantity. Restyling and repeating the clothes that are already part of the wardrobe will be cooler in the years to come. And the younger generation will celebrate heirlooms and strut around them with a great sense of pride.

Drawing from your experience as A successful business leader, what Would your advice be to young women Who also aspire to become business Leaders and entrepreneurs in the Future?

To never stop dreaming and never be afraid of working hard to achieve that dream. If I can, so can you. I want women like me to get out of their naysayer selves and say yes to their dreams. Also, you should take the time to not just brush up on your skills but notice your mother’s skills and interests, she may not say it but her skills can be more than hobbies. She can create the next Pink City, all she needs is you to hold her hand and teach her to walk in this competitive space, just like she taught you when you were a tiny toddler.

Sarika Kakrania , Founder & Creative Head, Pink City

Sarika is a self-learned fashion designer and founder of the Slow fashion brand, Pink City. She hails from Kolkata and draws inspiration from the cultural heritage and traditional craftsmanship of India to create the designs.