In a vibrant tapestry of tradition and contemporary elegance, homegrown label Five Point Five emerges as a quintessential celebration of India’s rich textile heritage. Specialising exclusively in the resplendent world of sarees, the label’s name itself, Five Point Five, is a nod to the standard length of this iconic garment.
Dedicated towards preserving and promoting India’s diverse weaving traditions, Five Point Five aims to unite the country’s skilled weavers and artisans on a single platform. Every piece in its collection is a direct reflection of the skill and artistry rooted in India’s diverse cultural heritage and is sourced directly from the hands of talented artisans hailing from various clusters across India.
Nitin Singla and Radhika Jain, the dynamic duo behind the inception of Five Point Five, embarked on their fashion journey in 2010 at the National Institute of Fashion Technology (NIFT) in New Delhi. While Radhika delved into the domain of Fashion Design, Nitin focused on Knitwear Design and serendipity brought them together in the same foundational batch. Their educational pursuits continued with both obtaining Master’s degrees in International Fashion Business from Nottingham Trent University in the United Kingdom.
| Five Point Five aims to bring the exquisite weaves of India together on one platform. All its products are directly sourced from the weavers and artisans of various clusters, across the country. |
After completing their Master’s degrees, Nitin assumed the position of Manager – Communications and Digital at the Fashion Design Council of India (FDCI), while Radhika became a Lecturer in the Fashion Styling department at Pearl Academy. Over a period of seven to eight years, they amassed extensive industry expertise. However, it was during the second lockdown in 2022 that the seeds of a transformative idea sprouted within Nitin and he committed himself entirely to the establishment and growth of Five Point Five and Radhika too shifted her career trajectory, taking on the role of Marketing Manager with the Centre of Excellence for Khadi (CoEK) at NIFT, New Delhi.
Their journey underscores the dynamic duo’s steadfast dedication and shared passion for championing the rich heritage of Indian textiles via Five Point Five.
“At Five Point Five, we believe that every saree tells a story and carries a piece of India’s rich heritage. We are dedicated to providing a platform for saree enthusiasts to explore and celebrate this timeless garment in all its glory,” Nitin Singla, Co-Founder of Five Point Five told Apparel Resources (AR) in an exclusive interview.
| “In a world where many brands emphasise unique designs, often relying on techniques like appliqué, embellishment and embroidery, we’ve made a conscious choice to highlight the essential base weave that serves as the foundation of each saree. It’s the weave that anchors the artistry and we believe it should be celebrated and not obscured.” – Nitin Singla, Co-Founder of Five Point Five |
PRODUCT ASSORTMENT, PRICING AND TARGET MARKET
As per Nitin, “Five Point Five is all about sarees. As the name implies, the label is predominantly dedicated to saree as its flagship product, featuring a diverse array of weaves sourced from the weaving hubs of Banaras and Kolkata that mark the beginning of our journey. These exemplify our premium range and are available for exclusive personal viewing through our innovative ‘Saris on Wheels’ concept.”
Five Point Five’s website features a wide range of products with prices ranging from Rs. 3,000 to Rs. 15,000, ensuring that there’s a saree for every budget and occasion. For those seeking something truly extraordinary, the label also offers a premium range that extends up to Rs.1 lakh, making it possible for enthusiasts to discover and indulge in a saree that’s not just a piece of clothing but a work of art!
“At Five Point Five, our products are thoughtfully crafted to embrace women of all ages, spanning from 18-year-olds and beyond. We believe that the saree‘s grace and charm are ageless and its appeal knows no bounds,” Nitin explained, highlighting that the collection is curated to celebrate the beauty and individuality of women across generations.
In terms of geographical reach, the label has managed to reach a diverse and widespread audience in a short span of time, both on a national and international scale. The brand has resonated with saree enthusiasts in locations such as Delhi, Maharashtra, Karnataka, Chennai, Rajasthan, Punjab as well as in countries like Qatar, USA and Australia.
“This global recognition and appreciation of products highlight the universal appeal of the saree and its ability to connect people from different corners of the world. We are committed to continuing this journey of promoting the saree‘s timeless allure and showcasing India’s rich textile heritage to a global audience,” Nitin added.
| Five Point Five’s website showcases a diverse product range priced from Rs.3,000 to Rs.15,000, ensuring options for every budget and occasion. For those who seek something exceptional, the label presents a premium collection reaching up to Rs.1 lakh, inviting enthusiasts to explore sarees that transcend clothing, evolving into captivating works of art. |
TECHNIQUES AND DETAILS
Over the course of many years dedicated to the study and practice of fashion, both Radhika and Nitin have consistently held Indian weaves and textiles in the highest regard. These elements form the narrative of the brand and underpin its core philosophy, which revolves around the restoration of the intrinsic value of weaves.
Commenting on the same, Nitin said, “In a world where many brands emphasise unique designs, often relying on techniques like appliqué, embellishment and embroidery, we’ve made a conscious choice to highlight the essential base weave that serves as the foundation of each saree. It’s the weave that anchors the artistry and we believe it should be celebrated and not obscured.”
Furthermore, Five Point Five aims to provide a range of sarees that showcases the beauty of the most revered and explored weaves after carefully understanding the preferences of their audience and the market demand for simplicity and understated elegance.
The label aspires to present designs that are not only visually appealing but also honour the craftsmanship and artistry of these weavers. In doing so, it hopes to contribute to the revival and appreciation of these timeless textiles, ensuring that they continue to be treasured for generations to come.
MANUFACTURING AND SOURCING
Incepted in January 2023, Five Point Five started off with a relatively small but dedicated team, comprising 5-7 individuals, who have been privileged enough to collaborate with 20-25 skilled weavers located in and around the vibrant weaving hubs of Banaras and Kolkata.
Commenting on the same, Radhika said, “This partnership is at the heart of our mission and it enables us to bring the finest handcrafted sarees to our cherished customers. It not only allows us to source our products directly from the talented weavers but also aids in preserving and promoting the age-old art of weaving.”
In future, the label plans to move to other states, in an effort to add more weaves under the brand umbrella.
MATERIALS AND FABRIC
Five Point Five’s saree collection encompasses a rich variety of fabrics, including kora, tissue, silk, tussar, chanderi, cotton and linen, offering a broad spectrum of choices to suit all saree enthusiasts’ tastes and preferences.
In addition to their regular offerings, the label also takes immense pride in presenting some truly exceptional pieces that showcase heavy Banarasi weaving and intricate surface embellishments to create one-of-a-kind pieces.
RANGE PLANNING AND REPLENISHMENT
“Since our inception, we have proudly introduced four distinctive collections, each tailored to specific editions and aligned with the spirit of the festive season. These collections serve as a testament to our commitment to offering unique and seasonally relevant saree designs and we are excited to continue this tradition by unveiling more captivating collections in the future,” Nitin explained.
The label works on a format that allows them to restock their collections every two months, and in case of more sales, especially during festivities, even on a monthly basis.
| Five Point Five’s saree collection includes various fabrics like kora, tissue, silk, tussar, chanderi, cotton and linen, catering to diverse tastes ensuring there is something for every saree enthusiast and individual preference. |
INTEGRATING SUSTAINABLE AND ETHICAL PRACTICES
Sustainability is a multifaceted concept and Five Point Five is deeply rooted in this philosophy. “Our approach to sustainability encompasses various aspects. In the initial stage, we are committed to ensuring that the sarees we source are obtained at a fair price, which in turn provides artisans with the deserved value for their craft, thus sustaining their livelihoods. In addition to this, we have adopted environmentally conscious practices,” Nitin expounded.
The brand’s small yet impactful initiatives extend to packaging where a focus is placed on reusing materials. Opting for alternatives such as paper and fabric instead of plastic, Five Point Five actively contributes to the reduction of plastic waste, aligning with its commitment to minimising environmental impact.
LOOKING AT THE FUTURE
“Our brand is rooted in a deep and unwavering commitment to saree as an absolute and comprehensive product. While we have made remarkable progress in this line, we acknowledge that there is still so much left to explore. The world of sarees is rich and diverse, offering a multitude of textiles, drapes and weaves and we are excited to embark on this journey of endless possibilities,” Nitin highlighted.
He further added, “We look forward to continued exploration and innovation within the realm of the saree, ensuring that we provide our customers with the finest, handcrafted sarees that celebrate the artistry of Indian textiles and weaving traditions.”
The saree is a remarkable garment with a storied past. It has evolved over time, with various techniques of making it and diverse draping styles, making it truly incredible.
Each saree carries its own unique story and often evokes memories of loved ones. Whether it’s your mother’s cherished saree or the nostalgic sentiment of your grandmother, sarees are treasured heirlooms passed down through generations.
For Five Point Five, sarees are more than just a piece of clothing – they are an enduring symbol of tradition and culture.
“We firmly believe in the enduring allure of the saree and it will always have a place in every wardrobe. With great enthusiasm, we are curating the Five Point Five Sari Library, aiming to make the finest weaves accessible to our audience. Our journey is just beginning and we look forward to sharing this iconic garment’s rich heritage with all those who appreciate its timeless elegance,” Nitin said.
Five Point Five currently retails its products via its own website www.fivepointfive.in that features the brand’s entire online collection as well as a few exclusive pieces from its premium range.
Apart from that, the label can also be found at multi-designer stores such as Aza, Ogaan, Ensemble and Fuel.
| AR: What unique business strategies have you implemented to stand out in the highly competitive womenswear industry?
NS: During our initial research phase, we recognised the abundance of saree brands in the market which posed a challenge for us to establish a distinctive identity. However, this realisation also led us to the understanding that there exists an audience that lies between mass-market saree brands and high-end designer saree labels. With this in mind, we devised a comprehensive plan that divides our approach into two main segments: online and personal shopping. For our online platform, we envisioned a clean and user-friendly shopping website that we fondly refer to as our ‘Sari Library’. This platform is designed to be an inclusive hub, where we continually add the exquisite weaves of India as we explore them. The primary objective is to bring the diverse weaves of India under one digital roof. All the products featured on our website are directly sourced from the skilled weavers and artisans located in various clusters across the country, ensuring the authenticity and quality of each saree. In addition to our online presence, we introduced the concept of ‘Sari on Wheels’ for personal shopping. This concept is inspired by our initial visit to Banaras and the nostalgic tales we’ve all heard about the days when merchants, known as pheriwalas would visit homes. These sellers offered a unique shopping experience, especially during weddings when families would come together to select their cherished sarees. We aim to recreate this personalised and intimate shopping experience. To access ‘Sari on Wheels,’ you can simply book an appointment with us on our website and we will bring our premium saree collection directly to your home. Each trunk of sarees is carefully curated and consists of exclusive handwoven pieces that we have personally hand-picked from the weavers. These sarees are one-of-a-kind and can be regarded as collectibles for saree enthusiasts, much like a collection of paintings by artists. AR: What, according to you, is driving consumption in fashion categories in the Indian market? NS: The wedding and festive culture in India is undeniably significant and the spending potential in such occasions continues to grow with each passing year. This trend is not limited to India alone; it has also been observed in the international market. The Indian diaspora is spread across the globe and expanding, contributing to the global demand for Indian ethnicwear. The statistics speak for themselves, with approximately 3.2 million weddings taking place in India between November and December last year. Furthermore, the growing influence of Indian fashion has been evident on the global stage. Events like NMACC have drawn celebrities who enthusiastically endorse and promote the saree trend. Brides, both in India and abroad, are embracing sarees for their special day, reaffirming its enduring appeal. We have great confidence in Five Point Five’s ‘Sari on Wheels’ concept. This unique initiative allows us to personally showcase our premium saree collection to customers, offering them the convenience of shopping from the comfort of their homes. As we gain traction and our brand continues to grow, we are well-prepared to accelerate the expansion of this innovative approach. Our aim is to cater to the evolving needs of our customers and make saree an even more accessible and celebrated choice for various occasions, be it weddings or festivals, both in India and globally. AR: What do you have to say about the consumer’s shift in perception from quantity to quality? NS: The principle of prioritising quality over quantity is central to our brand’s identity and it has proven to be a favourable approach for Five Point Five. In a market saturated with numerous brands across different product categories, many focus on producing in large quantities. However, it is only a select few that genuinely emphasise quality. It is the customer who has the discerning ability to identify and appreciate quality and, in doing so, they play a pivotal role in evaluating and endorsing a brand’s product. Taking into account the feedback we’ve received thus far, Five Point Five has been successful in establishing a positive reputation in the market. We are pleased to note that our commitment to quality is resonating with our customers, and their reviews and feedback are invaluable in shaping our brand’s identity and ensuring that we continue to provide the level of quality that they deserve and expect. AR: What inspired you to come up with the name Five Point Five for your label? NS: The process of naming the brand was a journey in itself. We explored numerous versions, considering typical synonyms of saree, or words that evoke the essence of draping, wearing, elegance and flawlessness. However, our overarching goal was to have a brand name that speaks for itself, requiring no additional tagline for explanation. The number ‘5’ always held a special significance for us personally. During the creative brainstorming process, recalling the length of a saree, the name ‘Five Point Five’ suddenly struck our mind and without any second thoughts, it was sealed. The name beautifully encapsulates the standard length of a saree, which is 5.5 metres. It also opens up a world of possibilities, allowing us to explore a myriad of products that can be crafted from this iconic 5.5-metre fabric. It’s a name that not only defines our brand but also symbolises our potential for creativity and innovation within the world of textiles and fashion. |
