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Mantra is a design house that believes that contemporary design can be culled out of the Indian textile heritage. We create ethnic wear that appeals to the modern, cosmopolitan woman. To adapt to lifestyle changes, Indian women need wardrobe solutions to suit their multiple social roles and needs. The ethnic wear industry at the turn of the century was a loosely organized setup, fumbling with consistent delivery in sizing, styling and quality. There was a vacant niche for apparel for discerning customers who had a deep appreciation of Indian textiles but also wanted the advantages of a western wear brand – standardized sizing, seasonal styles and impeccable quality.
In 2004, Mantra, with the intention of bridging this gap, launched ethnic prêt; ready-to wear in its classical form with six point sizing, consistent fits, contemporary styling and great quality. By applying anthropometric sizing techniques, western design methodology and pattern making tools to traditional Indian textiles, Mantra offers a product that has the best of both worlds.
The Indian apparel industry has a strong connection with the socio-economic life of the people. Historically, the market share for men’s apparel in India has been significantly larger than that for women’s apparel. But the scenario is changing fast. By 2020, women’s apparel is slated to have a 42% share in the total apparel market which is 2% above the projected market share of men’s apparel. This is predominantly because more women are stepping out of their homes, travelling to urban areas, joining the work force and generally becoming more independent, economically and otherwise. Their wardrobes had been traditionally limited to home wear and special occasion wear, but now they have an overwhelming need to dress differently and smartly on a daily basis. The burgeoning demand and subsequent growth of women’s apparel is directly linked to the increasing empowerment of women in India.
For the last 14 years, Mantra has been in the fray to fuel this growth. We believe that our clothes empower women and add an extra verve to their lives. We take immense pride in being part of this quiet revolution. Be it in our design philosophy, work culture or in our all-women management team, our principles are very clear. We do everything in our power to bring women to the fore.
Indian by Choice
Much before we adopted this slogan, we chose to be Indian and do Indian. The look, the feel and even the smell of our textiles inspires us to create beautiful clothes. The wealth of weaves, prints, embroideries and crafts around us is an unfathomable resource that amazes as it teaches us every day. Our design philosophy has been moulded to bring the best out of this centuries-old heritage.