Indian start-ups are making remarkable strides in the apparel sector: Rishika & Sambhav

Adgully has been turning the spotlight on the entrepreneurs who fought against all odds to bring their dreams to fruition in our special series – START-UP STARS. We at Adgully wholeheartedly support the ‘Vocal for Local’ movement and have been featuring numerous local/ homegrown businesses, brands, and Apps in the country launched in the last few years.

In conversation with Adgully, Rishika Jain and Sambhav Jain, Founders, Nero India, speak about the origins of Nero India, offering elevated ethnic wear that embodies sustainability and authenticity, the dynamism in the Indian start-up ecosystem, role of traditional craftsmanship in the modern fashion industry, and more.

What was your vision behind founding Nero India, and what challenges did you encounter during the initial phase?

Our vision for founding Nero India was to create a brand that harmonizes tradition with contemporary flair, offering elevated ethnic wear that embodies sustainability and authenticity. We aimed to revive age-old artisanal techniques while promoting ethical fashion.

During the initial phase, we faced challenges such as sourcing sustainable materials, establishing a network of skilled artisans, and navigating the competitive market. However, our passion for sustainable fashion and commitment to quality helped us overcome these obstacles.

Could you elaborate on the Indian start-up ecosystem and its overall landscape?

The Indian startup ecosystem has evolved into one of the world’s most dynamic, with over 60,000 start-ups positioning India as the third-largest start-up hub globally. This ecosystem thrives on a robust network of incubators, accelerators, and government initiatives that foster innovation and entrepreneurship. In the clothing sector, particularly traditional and ethnic wear, Indian start-ups are making remarkable strides. Leading brands in the ethnic sector blend traditional aesthetics with contemporary designs, while leveraging e-commerce platforms to showcase India’s rich textile heritage globally. These start-ups emphasize sustainability and craftsmanship, preserving cultural heritage while driving economic growth.

Looking ahead, the future of the Indian start-up ecosystem is promising, with strong governmental support through initiatives like Startup India and Make in India. Over $1.3 billion has been allocated for the Fund of Funds for Startups (FFS), along with various tax exemptions. According to Nasscom, India is on track to host over 100 Unicorns by 2025, with the ecosystem’s valuation expected to exceed $400 billion. It’s an exciting time for growth and innovation in India.

What role do you believe traditional craftsmanship plays in the modern fashion industry, and how is Nero India leveraging this?

Traditional craftsmanship holds a pivotal role in the modern fashion industry as it embodies cultural heritage, authenticity, and timeless elegance. At Nero India, we leverage traditional techniques such as hand-block printing and Zari embroidery, blending them with modern designs to create unique, captivating garments. By empowering local artisans and preserving these age-old skills, we ensure that each piece tells a story of heritage and creativity, resonating with discerning customers who value authenticity and craftsmanship.

Could you explain how Nero India balances traditional artisanal techniques with modern aesthetics in its collections?

Nero India balances traditional artisanal techniques with modern aesthetics by seamlessly integrating heritage craftsmanship with contemporary designs. Our collections feature a fusion of hand-block prints with solid panels, creating striking contrasts and visual appeal. We use luxurious fabrics like Organza, Chanderi, and Velvet, and incorporate intricate Zari embroidery to add sophistication. This blend of tradition and innovation results in garments that are both timeless and trendy, appealing to modern consumers who appreciate elegance and style.

How does Nero India differentiate itself from other fashion brands that also focus on traditional craftsmanship and sustainability?

Nero India differentiates itself through its unwavering commitment to authenticity, sustainability, and inclusivity. Unlike many brands, we prioritize ethical practices at every stage, from sourcing eco-friendly materials to supporting local artisans. Our unique approach combines traditional techniques with modern aesthetics, resulting in collections that are not only stylish but also tell a story of heritage and creativity. Additionally, our focus on body inclusivity and exceptional quality ensures that our garments resonate with discerning, conscious consumers who value both style and substance.

What advice would you give to aspiring fashion designers who aim to create a brand that emphasizes on tradition and sustainability?

Our advice to aspiring fashion designers will be to build brands that prioritize tradition and sustainability. Start by immersing yourself in traditional crafts and techniques, collaborating closely with local artisans to understand and preserve their cultural significance. Integrate these timeless methods into contemporary designs, ensuring authenticity while fostering innovation. Commit to sustainability by sourcing eco-friendly materials and adopting low-impact production practices. Focus on creating high-quality, durable pieces that minimize waste and promote longevity.

Your brand should tell a compelling story, sharing the rich heritage behind each garment and the journey of its creation. Transparency is key; be open about your sourcing, production processes, and the positive impact of your brand. Build strong, respectful relationships with artisans, ensuring fair wages and ethical working conditions. Engage with customers to educate them about the importance of tradition and sustainability, fostering a loyal community around your brand.

Leverage government and industry support, participating in initiatives, grants, and programs that align with your mission. Innovate continually, staying abreast of industry trends while remaining true to your core values.

Finally, scale responsibly, maintaining quality and ethics as your brand grows.

This holistic approach will help you create a fashion brand that honours tradition, champions sustainability, and resonates deeply with consumers.

What is your vision for the future of Nero India, and where do you see the brand in the coming years?

Our vision for the future of Nero India is to become a global leader in authentic, sustainable fashion that seamlessly blends traditional craftsmanship with contemporary innovation. In the coming years, we aim to expand our reach both nationally and internationally, establishing Nero India as a household name synonymous with quality, elegance, and sustainability. We are committed to preserving and promoting artisanal techniques, empowering more artisans by creating a supportive ecosystem that ensures fair wages and sustainable livelihoods.

By collaborating with a broader network of artisans from different regions of India, we will bring diverse traditional techniques to the forefront of modern fashion. Enhancing our sustainability efforts is a priority. We plan to integrate more eco-friendly materials and practices into our production processes, explore new sustainable fabrics, and promote a circular fashion economy focused on longevity and recyclability.

We envision expanding our product lines to offer a wider variety of apparel and accessories while maintaining our core values. Leveraging advancements in fashion technology will help us enhance design processes, improve customer experiences, and streamline our supply chain. Ultimately, we aspire to inspire a global audience to appreciate and embrace the beauty of traditional craftsmanship and sustainable fashion, positioning Nero India as a leader in the industry and a catalyst for positive change.

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