Lost in the din of furiously-debated issues and dwarfed by giant-size brands are the innumerable small-time stores and feisty initiatives that keep doing cutting-edge and exemplary work in the field of fabrics. Almost all of them don't waste their precious resources on advertising, and instead rely on the time-tested form of word-of-mouth publicity. That works wonders because such testimonials stand for credibility. Many of these diminutive businesses are suppliers to leading fashion designers, and embody something that big brands spend precious resources for: the trust factor. Meher Castelino profiles two such initiatives.
Vimal Textiles
• In demand
• Being competitive
• Supporting sustainability
• Changing trends
Saloni Abhishek Dhanuka
• Huge collection
• Popular fabrics
• Practising sustainability
• Customised fabrics
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