Penning the Story of Indian Design Online

Design Emporia’s unique business proposal of catering to the crème de la crème of the world, makes the site different from other eCommerce companies. Design Emporia is the only large scale portal, which doesn’t operate on discounted model.
May 29, 2012 - PRLog -- Delhi-NCR, India – May 14, 2012 - “When brilliant designers of India assemble under one roof, shopping online becomes an experience of majestic proportions...” It is with this ambitious tagline that – one of India’s fastest growing fashion and lifestyle ecommerce platforms launched its marketing campaign.
Apart from its enviable growth chart (the website has already roped in some of the biggest designer labels in the country), Design Emporia’s unique business proposal of catering to the crème de la crème of the world, makes the site different from other ecommerce platforms in India. Design Emporia is perhaps only large scale portal, which doesn’t operate on a discounted model. Instead of promoting itself as a ‘value for money’ destination, the website has successfully positioned itself as platform, for appreciating the genius of Indian design.
It is this unique brand proposition on which the marketing campaign of Design Emporia is based. Says Mr Raman Tanga, “Indian Royalty followed a hoary tradition of offering patronage to creative geniuses in their kingdom... Our campaign designed by advertising agency ‘Law and Kenneth’ depicts a Rajasthani Princess with a shopping bag. This is Symbolic of the impeccable quality of craftsmanship demanded by the Maharajas of yore... which is exactly what Design Emporia, with its premium brand of designers offer to our elite group of clients.”
The website which was launched such three months back has already notched a strong brand following. Crossing four thousand fans on Facebook – most of whom happen to be followers and students of fashion and designing underscores the website’s academic ambitions. Says Surbhi Raman Tanga, Director of Design Emporia, “The website since day one has tried to promote the depth of Indian design to the world. While commerce keeps us in the business, it’s our love of exploring the hitherto uncharted pockets of creativity in India, which has attracted genuine design lovers to the website.”
Designers Pranav Mishra and Shyma Shetty, who made an impressive splash at the 2012 Lakme Fashion Week, with their collection titled ‘Working Class Hero’, stepped into the Design Emporia umbrella last week. They make extensive use of tribal motifs in their collection and employ tribal artisans for their Indian line. They have also established a system of paying royalty to their artisans for their work.  Same is the case with couture shoe designer Rohan Arora, whose workshop in Kolkata employs local shoe makers, helping them learn the latest trends in shoe designing.  
It is this respect and interest in traditional Indian craft that establishes a strong connect between Design Emporia and the various designers it represents. The mission statement of the brand has been the promotion of Indian design – and connecting with designers who share the same vision has made their task comparatively easier.
We hope to see many more brilliant Indian designers become a part of Design Emporia in the coming months.


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