Vananam, the Indian conglomerate, announces the impending launch of its new luxury apparel and lifestyle brand, Giorvan, intended to shift the landscape of high-end fashion. Led by Keshav Inani, Founder & CEO of Vananam, Giorvan embodies a mix of cultural heritage and fashion innovation, drawing from the Inani family’s 60-year legacy in textiles. Named after Karnataka’s textile town, Guledgudd, and the Inani family, Giorvan shows a mix of traditional craftsmanship and modern entrepreneurship.
Linked with the Prime Minister’s vision of assisting Indian brands globally, Giorvan intends to symbolise ‘Make in India’ on the international stage. The brand concentrates on showcasing fabric technologies and nurturing a sustainable and ethical fashion ecosystem in India.
With Vananam’s reputation for innovation and ethical business practices, Giorvan is set for considerable growth in the ultra luxury apparel industry. The growth of the market is powered by rising disposable income in emerging markets, with consumers in regions such as India and China displaying a growing interest in ultra luxury goods as icons of social status.
Even as Europe continues to be the biggest market for ultra luxury apparel, North America and Asia-Pacific are also important players due to their wealthy consumer base and growing middle class. Giorvan’s entry into the ultra luxury apparel market lines up with global trends towards tailored and experiential shopping experiences.
As Giorvan continues for its launch, it intends to contribute to the ‘Make in India’ initiative by displaying Indian craftsmanship on a universal stage.
