Tamanna Punjabi Kapoor’s journey into the world of fashion began in her youth, as her passion for designing her own wardrobe eventually paved the way for the establishment of her eponymous label, Tamanna Punjabi Kapoor. Her deep-seated affinity for mellifluous fabrics and lush textures can be traced back to her childhood experiences.

From a young age, Tamanna had a keen eye for fashion and design, inspired by the confident and well-dressed women around her. Leveraging her access to high-quality fabrics and skilled tailors owing to her father’s business, she began experimenting with clothing designs. In the 1990s, she took her first steps into the fashion industry by designing flared culottes, knotted tops and creating a collection of pantsuits in her father’s factory. These early endeavours set the foundation for what would later become a celebrated fashion label known for its unique blend of traditional Indian craftsmanship and contemporary aesthetics.

“I love embroidery and everything to do with fashion. I always hated books, so I managed to graduate in commerce. However, I always had access to fabrics and embroidery because of my dad’s business,” Tamanna Punjabi Kapoor, Founder and Creative Director of Tamanna Punjabi Kapoor label, told Apparel Resources in an exclusive interview. She further added, “I used to divide my time by going to work with him over the weekends and I guess it all started that way. I think by the time I was 10, I knew I would be doing something with clothes.”

In, Tamanna’s case, it was a clear case of ‘luck by chance’ that catalysed the inception of her fashion label. After helping design outfits for a friend’s brother’s wedding, Tamanna unexpectedly met with a flood of orders. Recognising the growing demand for her designs, she officially launched her label in 2002.

After a series of successful fashion shows abroad, she realised the significant potential of her brand which led her to open her first flagship store in 2004. Over the past 18 years, Tamanna Punjabi Kapoor’s label has experienced a remarkable journey, marked by great experiences and growth in the fashion industry.

BRAND USP, PRICING AND TARGET MARKET

Tamanna Punjabi Kapoor’s creations are known for their timeless appeal and signature style, which exude a classic, old-world charm. Her designs feature intricate embroideries on easy, comfortable cuts, irrespective of fashion trends prevalent at any given point in time. Tamanna firmly believes in the philosophy of wearing what makes one feel most beautiful, rather than blindly following trends.

The label offers a comprehensive range of festive and weddingwear, catering to various occasions with standout designs. The starting price for festive and wedding guest attire is Rs. 45,000, while bridal outfits start retailing onwards of Rs. 2,50,000. Each piece in the collections are crafted to perfection, meeting the diverse needs of the designer’s discerning clientele.

The brand’s target market primarily comprises the luxury-focused NRI community, with significant customer bases located in the UK, US, Canada, Singapore, Hong Kong, Dubai and Jakarta. Catering to a diverse age group of people ranging from 18 to 60, the label also enjoys substantial popularity in India, particularly in Mumbai and New Delhi. This broad and varied clientele underscores the universal appeal and timeless elegance of Tamanna Punjabi Kapoor’s designs.

Commenting upon the number of collections the brand releases in a year, Tamanna said, “I think we are the only label that doesn’t count collections. We just make capsule collections as and when and then have two main collections in the year. Bridal is season-based for sure and then we come up with a large amount of festive clothing before Diwali.”

TECHNIQUES AND DETAILS

The Tamanna Punjabi Kapoor label is instantly recognisable for its ardent use of traditional gota and zardozi embroidery techniques. A distinctive feature of the brand is its unique play of thread colours within its embroideries, a characteristic that sets it apart from other players in the market.

The label prides itself on maintaining the authenticity of handcrafted work, resisting the shift to computerised embroidery. This dedication to craftsmanship ensures that each piece is timeless, with clients frequently attesting to the longevity and enduring appeal of their garments.

“We never compromise on quality, which is why our costs are high but we keep our profit margins sensible. So the end product is more affordable to most and we get better sales,” Tamanna explained. Every creation incorporates an element of classic elegance, making the label’s designs to be cherished and worn for years.

MATERIALS, MANUFACTURING AND SOURCING

Founded in 2004, Tamanna Punjabi Kapoor label has its manufacturing unit located in Mumbai. Over the years, the team has grown significantly, so much so that keeping track of its size has become difficult. By managing production in-house, the brand maintains strict quality control over its creations.

Although there have been attempts to outsource clothing to Delhi and Kolkata during times of artisan shortages in Mumbai, the label has chosen to prioritise quality over quantity, preferring to produce fewer pieces but ensuring that they are made exceptionally well with minute attention to detail.

The label predominantly uses chanderi and silk fabrics in its designs, sourcing materials from various regions across India. Most of the silks are sourced from Benaras, while some materials are also sourced from Surat. This commitment to high-quality, region-specific fabrics further enhances the distinctiveness and elegance of Tamanna Punjabi Kapoor’s creations.

RETAIL

Tamanna Punjabi Kapoor’s creations are available to shop online through prominent portals and the brand’s own website. The label is also stocked in multi-brand outlets such as Pernia, Aza, Ogaan, Shop Kynah and India’s Pop Up. Additionally, the label’s products are available in most prominent multi-designer stores across India and internationally in regions with a significant Indian buying population, including New York, California, London, Dubai, Bangkok and Canada.

Interestingly, the label is set to open its first flagship store in New Delhi in August 2024, further expanding its reach and offering customers a dedicated space to experience the brand’s exquisite designs firsthand.

“My vision for the Tamanna Punjabi Kapoor label is to redefine Indian fashion by celebrating diversity and empowering women through elegant, culturally-rooted designs. I aspire to create timeless pieces that resonate globally, promoting sustainability and ethical practices to shape a more inclusive and impactful future for India’s fashion industry,” Tamanna stated, sharing her future vision for her eponymous label.