How this self-taught designer from Ahmedabad built a unique brand of designer scarves

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Designer and self-taught artist, Babita Jain, a resident of Ahmedabad the love for art started at school. She just liked to play with colors and canvas. After graduating from university in Ahmedabad, she joined her family’s clothing export business.

Over the years, Babita has acquired a deep understanding of textiles, the different color concepts and their application in the creation of design in the garment industry. In August 2018, she launched The House of Prana.

Babita Jain

“Through my brand, I design exquisite fashion items in accordance with the aesthetics of the brand. My team and I handle the entire product design process – from the initial market research to creating the moodboard, to the sketch / design, to the delivery of the final product, ”Babita said. His history.

As the world rapidly adopted technology, including fashion design, Babita decided to jump on the bandwagon and infuse it with art and creativity.

“I felt that as designers we have to evolve and take advantage of these technological advancements and merge them with fashion to create extraordinary work that speaks for itself. That’s really what I’m trying to do with The House of Prana, ”Babita shares.

Establishment of the brand

Babita has over three years of experience in the luxury brand market and over 15 years of experience in the apparel industry as a whole.

She says fashion design is more than the art of creating clothes and accessories. She thinks that fashion design is really linked to the culture of the place where it comes from.

“At The House of Prana, I design scarves based on consumer demand or even their own creative vision, and my consumers are responding to these designs, ushering in new trends,” she says.

Thanks to her girl Tanya, Babita believed that she could cross the road from being an artist to an entrepreneur.

“She made me realize my love for art and fabrics after a sabbatical leave of almost 20 years. She also helped me think about the brand name “Prana”, designed the logo and website, and guided me to delve into researching my competition so that I could know the market scenario well. current. I am really grateful to him for my entire entrepreneurial journey, ”she shares.

At first Babita started by doing paintings, but she was not satisfied because her real passion has always been in fabrics. So, she thought of using her creativity on fabrics, and the idea of ​​designing a luxurious scarf of its kind was born.

Babita with her daughter

The challenges of the pandemic

An emerging company, Babita initially launched The House of Prana with physical and consignment exhibits in a few stores in Ahmedabad, Nagpur, Kanpur, Goa, etc., in addition to selling on its website.

However, due to fierce competition and cheaper substitutes for abstract art scarves, the company’s sales were low. So, Babita slowly started listing the products on a few online portals like Nykaa Mode and Natty.

“I had decent responses, but it wasn’t overwhelming. Before we could get proper results, the COVID-19 pandemic hit us all and we encountered few challenges, ”says Babita.

One of the biggest challenges was maintaining consistent sales when people were watching their spending and buying only the items they needed instead of splurging on luxury. “We are working hard on social media and advertising to grow and be visible when there are so many competitors,” she adds.

Another challenge was managing the workforce in the midst of the pandemic. Already a small team, The House of Prana has seen more employees leave the company for better prospects, due to low sales and lack of work. The team also had low consumer demand as people became aware of their needs.

Future plans

“In this difficult time, I decided to hire freelancers instead of permanent employees to cut costs. It also allowed new teams to bring in new ideas, so it was a win-win situation for me. But the pandemic has changed my mindset. I sincerely believe that interacting and working with the new generation helps you get new and exciting contributions, ”Babita said.

She adds that she expected it far too soon, and in hindsight, it was all about knowing the competition and carving out a niche for the brand.

House of Prana scarves are sold between Rs 1,800 and Rs 3,500 per designer piece. The brand also designer masks for Rs 150 each. In fact, it also sells an exclusive high-end interior design designer placemats and trivet for Rs 5,600 each (set of six placemats and four trivets).

“The dream is to see The House of Prana be a thriving and successful brand globally,” Babita said, adding that she would like to branch out into apparel in the near future.

“Starting a clothing business is a very personal journey. You are probably a creative person, with something different to offer in a rapidly changing industry. But keep in mind that the fashion industry is notoriously difficult to predict. There is no room for being impulsive and therefore your plan will need to be flexible, as there are no guarantees. You will always have to be ready to take on multiple challenges and meet them as they arise, ”concludes Babita.


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