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Talking Point | April 2015

Sari symbolises true Indian beauty

Jashn is the flagship company of the father-son team of Chander and Rahuul Jashnani, and draws its name from an abbreviation of their last name. The legacy began with the first Jashn store opening at R-Mall, Mulund (Mumbai) in October 2003, and there´s been no looking back since. Present in more than 40 locations spread across 21cities in India, Dubai and Abu Dhabi. In India, Jashn has stores in Mumbai, Pune, Kolkata, Ahmedabad, Surat, Bengaluru, New Delhi and Lucknow

Jashn is a modern ethnic fashion brand, with an exclusive range of saris, salwar suits and ready-to-stitch dress materials for the woman of today ´ who is steeped in traditions and still chic. Rahuul Jashnani, Managing Director of Jashn, speaks about the historical roots of saris, and why teen fashion has embraced the sari.

Excerpts...
Karthik Muthuveeran (KM): Explain the historical roots of sari.
Rahuul Jashnani (RJ):
The sari originated in India many generations ago. Sari in its initial stages were made of cotton fabric and worn in kachcha style and only later adopted some greek and Persian styles and fused them together.

KM: What are the latest raw materials used in saris? What technologies goes into sari making?
RJ:
Quality: Our products are manufactured out of premium quality raw material. Materials are checked and at every stage of manufacturing process to ensure flawless fabric and complete customer satisfaction.

Team of skilled craftsmen: We nurture a team of creative designers and skilled personnel who ensure that the products are manufactured and designed as per the specific needs and requirements.

KM: What are the various types of saris spotted on international platforms?
RJ:
Hollywood celebs love the sari. Some of them drape the sari in unconventional styles and others follow the traditional Indian way of draping the sari. Banarasi, silk and sheer saris are international favourites.

KM: Jashn will now be available on leading marketing portals like Jabong, Myntra and Flipkart. What role does online marketing play in today?s business environment?
RJ:
Online marketing is the new and solid trend today. Many people resort to online shopping because it is highly convenient. It is crucial for any retail or designer label to be present on online shopping portals or else we will miss out on a large segment of customers.

KM: Explain in detail about sari infused in haute couture.
RJ:
Haute couture is French for high fashion and consists of very unique edgy fashion garments. We Indians are lucky to have the sari, the most beautiful and unique traditional garment in our culture. The sari is so elegant and versatile that it makes for the perfect garment for haute couture. There are so many ways a sari can be draped and designed it is fantastic.

KM: Why teen fashion has embraced the sari?
RJ:
Teens at the end of day are young adults and every girl wants to be considered as beautiful and graceful. The sari is the ultimate garment that symbolises true Indian beauty and so many teenagers await a chance to wear a sari, maybe for a wedding or even graduation or traditional day in college.

KM: Jashn has its presence in India, Dubai and Abu Dhabi. Are you planning to expand to any other foreign countries?
RJ:
Yes there are plans for expansion. There are a few projects in pipeline.

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