The Story oF VEda and
its creator…
Sensitive to all things
creative & linked to textiles, deepan was thrust towards the world of
fashion immediately after graduating from textile institute .He enrolled at
fashion institute in Mumbai & learnt the nitty gritty of fashion along with
learning experience in textile designing. His passion for detail took him to
north India where he learnt about vegetable dyeing & printing from the
weavers service centre .Interaction between the master craftsmen encouraged his
thought process and ‘Veda’, his
signature label was launched.
Deepan’s deep
fascination for the ancient textile lore of India was the beginning of this
exciting journey . Diminishing demand made this a dying art ,and it became his
passion to infuse new life and vitality .Deepan’s passion led to the formation
of ‘Daboo
Crafts’-an innovative company that boosts this art and is now having a
profound effect on its transformation by creating a varied product line
appealing to the contemporary consumer . Daboo Crafts is in the forefront of
the revolution to incorporate radical changes in the design of the fabrics and
garments.
Now, after six years of hard
work & perseverance , Daboo Crafts finally has a highly-trained &
skilled workforce with some of the best weavers & printers in the industry .Deepan’s
in-house manufacturing facilities and strict quality control ensures that ‘Veda
quality’ meet the exact standards.
Deepan is very accomplished designer,
having won many awards & certificates of recognition .He has a distinctive
flair for creating novel designs that still incorporate the very basics of ancient Indian textile fundamentals.
His designs are seen in the
finest boutiques & shops around India .With the recent additions & modernization
efforts Veda is presently producing 5000 kurtas per month .However ,he says
they have the ability to quickly rev up the production within a very short time
if needed.
Veda’s varied product line
consists of kurtas, casual shirts and block printed pants for men. They have
recently added a ‘Kurtas for Kids’ & "Short Kurtas for Men" line. This line is primarily geared
towards the 4-14 age group .All Veda garments are made from natural fibres – linen
,cotton ,flex ,pre shrunk jute & raw silk. Veda is rapidly becoming a much
sought after brand all over India as well among Non resident Indians (NRI’S) who
regularly come and shop them as gifts and souvenirs from India. “Our marketing
strategy was to first make Veda a well known and established brand in India .Our
efforts have borne fruit beyond our wildest dreams. The Veda brand is now available in over 150 boutiques and
exclusive retail stores around India .Latest venture was with Shoppers Stop a
lifestyle store with 22 branches all over India. We achieved this with a very
strong marketing force consisting of distributors and agents well placed in key
markets,” confesses Deepan.
Many companies from Middle East, EU and the USA have
approached him but he has resisted the temptation in order to concentrate in
India.” Now, however, the time is right for us to venture beyond our shores .We
are now ready to explore the US market and are already negotiating
strategic alliances with some companies from the European Union,” says Deepan
confidently .He recently visited the global fashion designer’s fair at Las
Vegas in US where he showcased his creations.
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