"The whole narrative of Indian craft is based on the fact that 95 per cent of all hand-woven textiles are made in India. It can push us through globally and be the showcase of Indian luxury and I think we have been putting in more action in the last few years to get Indian design and craft showcased on a global platform. And hopefully, it will become a trend globally to buy Indian wear," said Chandok.
According to Chandok, "IMG Reliance looks at diverse menus, use of technology to build a narrative, tell a story and showcase fashion in a visually different way to make every event different from the other. What started as a mere fashion event for the company, has now become a platform to develop the industry as a whole."
"When we started, our significant intent was to only look at the fashion week. But it changed in the last few years as we started looking at it as an important platform where there are actions and conversations happening 365 days a year," he added.
IMG Reliance has now become an industry body that develops the business of fashion, for emerging and senior designers and craftsmen . All efforts by LFW to take talent out of India and showcase it at global platform have been a resounding success.
Chandok believes that the rise of digital in the last few years has been a key change in terms of how people want to communicate in the industry. "The consumers are becoming much more aware of their choices, whether it is B2B or B2C sales. The way the industry communicates with consumers, fashion week communicates with the industry and the consumers have all changed," he added.
(Puja Gupta can be contacted at email@example.com)