In the intricate world of fashion, Shanti Banaras stands out as a beacon of elegance and tradition, driven by a profound inspiration rooted in family heritage. Founded on the vision of honouring their late grandmother’s exquisite taste in sarees, Shanti Banaras by Khushi Shah encapsulates the essence of timeless grace and sophistication.
The brand’s journey is deeply intertwined with the fondness their grandmother held for sarees, translating into a unique blend of nostalgia and contemporary allure.
This very reason makes Shanti Banaras more than just a luxury brand; it’s a heartfelt tribute to tradition and a celebration of individual style. With an unwavering commitment to quality and creativity, the brand has seamlessly adapted to the ever-evolving retail market. Its extensive collection, comprising over 1000 meticulously crafted products, from Banarasi sarees to lehengas and dupattas, cater to diverse tastes and budgets, encompassing woven, printed and hand-embroidered products.
Founded in 2014, Shanti Banaras is a brand that illuminates the timeless craft of Banarasi zari. With a heritage spanning four generations in Indian crafts, Shanti’s products have been embraced nationwide, cherished by diverse customers for their quality and tradition.
| Shanti Banaras is a brand that illuminates the timeless craft of Banarasi Zari. Its extensive collection comprises over 1000 meticulously crafted products, from Banarasi sarees to lehengas and dupattas and caters to diverse tastes and budgets, encompassing woven, printed and hand-embroidered products. |
Through its dedication to preserving the legacy of their grandmother’s love for sarees, the brand has carved a niche in the fashion landscape, captivating hearts and redefining elegance for generations to come.
HOW IT ALL STARTED
Prior to establishing her own fashion label, ‘Shanti Banaras’, Khushi Shah embarked on a journey of her own that laid the foundation for the success of her venture.
Pursuing her passion for fashion, she studied Fashion Business Management at the prestigious Fashion Institute of Technology in New York, where, during her academic tenure, she seized opportunities through internships with renowned Italian menswear and womenswear brands, including Gugliominnoti.
These experiences provided her with invaluable insights into the global fashion scene and the intricate workings of wholesale operations, shaping her understanding of the industry’s complexities.
A pivotal moment came in her career when Khushi interned with the iconic Marc Jacobs, a celebrated name in the fashion realm. Here, she honed her skills as a stylist, delving deep into the art of creating visually captivating ensembles. Furthermore, her participation in the vibrant chaos of New York Fashion Week offered a front-row seat to the pulse of the fashion world, further enhancing her knowledge and igniting her ambition.
It was precisely this wealth of knowledge and passion that eventually led her to establish ‘Shanti Banaras’, a brand that would undoubtedly bear the mark of her extensive expertise and unwavering dedication to the art of fashion.
However, Khushi’s journey is not just about personal growth and professional achievement. It is deeply intertwined with a desire to carry forward her family’s legacy and to start something new in India.
Commenting on the same, Khushi Shah, Creative Director of Shanti Banaras, told Apparel Online India in an exclusive interview, “With my extensive educational qualifications and the wealth of international experiences, I embarked on my entrepreneurial journey, blending tradition with innovation to create something extraordinary in the world of fashion. That’s how Shanti Banaras began. The story behind the brand is a testament to the power of combining education, experience and a commitment to preserving and evolving the family’s heritage.”
She then added, “Shanti’s journey takes a compelling turn when we look at its deep connection to Banaras and our legacy business dedicated to Indian crafts. The brand is motivated by our late grandmother who possessed an exquisite taste in sarees and it was her fondness for sarees that has been an inspiration for the brand. So naturally, I planted the roots of my fashion label back in 2018 in Banaras.”
What began as a small experiment has since flourished into something extraordinary. Nurtured by Khushi’s international experiences and education, the brand’s vision found its voice in the culturally rich city of Banaras.
The label’s origins in Banaras highlight Shanti’s commitment to preserving and celebrating tradition while infusing it with a contemporary and innovative spirit.
PRODUCT CATEGORIES, PRICING AND TARGET MARKET
In the realm of luxury, Shanti has seamlessly adapted to the dynamic retail landscape. Its diverse product range, encompassing over a thousand items, including Banarasi sarees, lehengas and dupattas, caters to varied consumer preferences. Priced between Rs. 30,000 to Rs. 5,00,000, the collection spans woven, printed and hand-embroidered pieces.
The brand’s target market comprises aficionados of Banarasi craftsmanship, spanning generations from Gen Z enthusiasts to those with decades of appreciation for Indian crafts. Its clientele appreciates the intricate artistry and heritage embedded in Banarasi textiles, reflecting a diverse range of age groups, united by a shared passion for authentic Indian traditions.
TECHNIQUES AND DETAILS
“Our recent collection titled ‘Roar’, uses handwoven Banarasi weaves in pure silk, elevated by the craft of badia. This traditional textile craft uses slabs of metal that are melted and pierced through steel sheets before being drawn into fine wires. The resultant badia wire is then used in intricate zardosi work making every piece a piece of art,” Khushi explained.
This technique is typically used in Rajasthan, but in ‘Roar’, Shanti Banaras borrows this technique to infuse Banarasi weaves with a Tiger’s fierce grace. Vibrant sarees and lehengas in rich purples, blues and oranges come alive, enhanced by the shimmer of silvery badia work. This fusion of styles showcases the brand’s innovative approach to traditional craftsmanship.
At Shanti Banaras, a meticulous approach to crafting textiles prevails. It specialises in working with a variety of fabrics including silk, cotton and mul. Interestingly, every step of the process, from fabric production to intricate embroideries, is handled in-house, ensuring the highest quality and attention to detail in every piece it creates.
| At Shanti Banaras, a meticulous approach to crafting textiles prevails. It specialises in working with a variety of fabrics including silk, cotton and mul. Interestingly, every step of the process, from fabric production to intricate embroideries, is handled in-house, ensuring the highest quality and attention to detail in every piece it creates. |
MANUFACTURING AND SOURCING
The brand’s main manufacturing unit is situated in Banaras, where the brand works with a workforce of 150-200 individuals. Established in 2018, its journey has been profoundly rewarding and fulfilling, marking significant strides in the world of fashion and craftsmanship.
Shanti Banaras handles production and manufacturing in-house while outsourcing specific crafts or weaves to other vendors, including local artisans and weavers. Production takes place in Banaras, Bareilly, Lucknow and Delhi, while South India, known for its rich tradition of craftsmanship, including weaving, embroidery and textile production, also plays a key role in the production mix for the brand. Cities like Coimbatore and Salem, for instance, are renowned for their textile production, making them attractive destinations for sourcing raw materials.
COLLECTION AND RANGE PLANNING
Shanti Banaras introduces season-based collections 4 to 6 times a year, ensuring a continuous influx of fresh designs. Its inventory receives monthly replenishments, guaranteeing a diverse and ever-changing selection.
“We plan to expand to new physical retail locations, including flagship stores in key cities. We’re also enhancing the brand’s online presence and e-commerce capabilities to reach the global audience,” Khushi stated.
Currently, the brand exclusively retails through its online platform and physical stores, strategically located in Mumbai, Varanasi and New Delhi.
STRATEGIES THAT MAKE SHANTI BANARAS TO STAND OUT IN THE MARKET
Shanti Banaras has carved a niche by seamlessly blending traditional Indian elements with contemporary trends. This fusion creates a unique style that appeals to those looking for both cultural authenticity and modern aesthetics.
“Sustainability is not just a buzzword but a core value for the brand. Shanti Banaras’s commitment to eco-friendly materials, ethical practices and waste reduction sets it apart in an industry often criticised for its environmental impact. The brand places a strong emphasis on preserving and promoting traditional Indian craftsmanship. By collaborating with local artisans and weaving communities, the brand not only ensures product authenticity but also empowers local talent,” Khushi explained.
The brand also actively shares its journey, values and production processes with its customers. This transparency not only builds trust but also engages consumers in the brand’s story and mission, further solidifying their bind and connection with the label.
| “Sustainability is not just a buzzword but a core value for the brand. Shanti Banaras’s commitment to eco-friendly materials, ethical practices and waste reduction sets it apart in an industry often criticised for its environmental impact. The brand places strong emphasis on preserving and promoting traditional Indian craftsmanship. By collaborating with local artisans and weaving communities, the brand not only ensures product authenticity but also empowers local talent.” – Khushi Shah, Creative Director of Shanti Banaras |
INTEGRATING SUSTAINABLE AND ETHICAL PRACTICES AT SHANTI BANARAS
“Shanti Banaras ensures that its entire business model is aligned with responsible and conscious fashion. This comprehensive approach not only benefits the environment and local communities but also resonates with consumers who increasingly seek ethical and sustainable choices in their fashion purchases,” Khushi corroborated.
By working closely with local artisans and craftsmen, the brand not only preserves traditional skills but also reduces the carbon footprint associated with long-distance transportation. Furthermore, the brand focuses on minimising waste during the production process. To achieve the same, it employs efficient cutting techniques and pattern-making to reduce fabric waste and energy consumption.
In terms of sourcing, Shanti Banaras prioritises sourcing materials from suppliers and artisans who adhere to ethical and fair trade practices. This involves paying fair wages and ensuring safe working conditions.
“But most of all, we emphasise on creating timeless designs that don’t follow transient fashion trends, encouraging customers to wear their pieces for longer periods,” Khushi added.
| “We emphasise on creating timeless designs that don’t follow transient fashion trends, encouraging customers to wear their pieces for longer periods.” – Khushi Shah |
THE FUTURE
Shanti Banaras aims to redefine the fashion narrative in India by showcasing the intricate artistry of Banaras and other regions, and simultaneously, embracing global trends. Beyond being a mere label, the brand aspires to become a movement, one that educates, inspires and empowers women.
In an era dominated by fast fashion, Shanti Banaras strives to symbolise conscious consumption. Here, every garment narrates a tale of meticulous craftsmanship and unwavering dedication to heritage, emphasising the brand’s unique ethos.
Commenting on the same, Khushi said, “Shanti’s ultimate goal is to make a lasting impact, not only in terms of style but also in terms of social responsibility. By combining the traditional essence of Banaras with contemporary sensibilities, we aspire to leave an indelible mark on the Indian fashion landscape, redefining the way women experience and perceive fashion, while fostering a sense of pride and awareness in the rich tapestry of India’s cultural heritage.”
| AOI: With the rise of AI and tech in the fashion industry, it’s becoming almost impossible to not embrace these tools to enhance productivity and business. Has Shanti Banaras started incorporating technology and AI (database management, etc.) yet?
KS: It’s important to note that by embracing technology and AI, one can enhance various aspects of the fashion business. Shanti Banaras is likely to do so in a way that aligns with its core values of sustainability and ethical practices. By integrating technology thoughtfully and responsibly in the future, the brand will maintain its commitment to quality and authenticity while also improving efficiency and productivity. AOI: What, according to you, is driving consumption in fashion categories in the Indian market? KS: As India’s middle-class expands and disposable income levels rise, more consumers have the means to spend on fashion items. This has led to increased consumption of clothing, accessories and footwear. The rapid urbanisation in India has transformed lifestyles and fashion preferences. Urban areas often set the trends, and as more people move to cities, they are exposed to a wider range of fashion choices, driving consumption. A growing awareness of sustainability and ethical fashion practices is influencing consumption patterns. Many consumers are choosing brands that prioritise eco-friendly and ethical production. Consumers are increasingly looking for personalised and customised pieces. Brands that offer options for personalisation or made-to-measure clothing are attracting more customers. India has a rich tradition of celebrating festivals and special occasions with new clothing. Festivals like Diwali, Eid and weddings are significant drivers of consumption. AOI: What do you have to say about the consumer’s shift in perception from quantity to quality? KS: The shift from quantity to quality in the Indian consumer’s perception is a positive development. It not only benefits consumers by providing them with more value and satisfaction but also aligns with broader global trends towards sustainability and responsible consumption. This shift encourages businesses to focus on producing higher-quality products, which, in turn, can have a positive impact on the economy and the environment. AOI: How is Shanti Banaras creating fashion parity for modern Indian women? KS: Shanti Banaras is making a significant contribution in creating fashion parity for modern Indian women. By embracing diversity, preserving culture, championing sustainability and prioritising ethics, the brand sets an example for a more inclusive and responsible fashion industry, empowering women to make informed and conscious choices about their clothing. |
