India’s Chanakya Plots Global Rollout for Ready-to-wear Line Chorus

PARIS – The launch of Chorus, the ready-to-wear line from Indian embroidery house Chanakya, signals more than just a new brand; it’s a harbinger of a significant shift in the luxury landscape. A move towards accessible craftsmanship, a celebration of cultural heritage, and a re-evaluation of how luxury is both created and consumed are all taking center stage.

<h2>The Rise of ‘Craft Luxury’ and Global Artisanship</h2>

<p class="paragraph larva // lrv-u-margin-lr-auto  lrv-a-font-body-m   ">
    For decades, luxury has been synonymous with exclusivity and often, Western European design houses. However, a growing consumer base – particularly Millennials and Gen Z – are actively seeking authenticity and stories behind their purchases. This demand is fueling the rise of “craft luxury,” where the skill and heritage of artisans are as important as the final product. Chanakya, already a respected name collaborating with Dior, Prada, and Gucci, is perfectly positioned to capitalize on this trend.
</p>

<p class="paragraph larva // lrv-u-margin-lr-auto  lrv-a-font-body-m   ">
    “Consumers are increasingly aware of the human element in fashion,” explains Dr. Emily Carter, a fashion anthropologist at the London College of Fashion. “They want to know *who* made their clothes, *where* they were made, and under *what* conditions. Brands that can transparently demonstrate ethical and sustainable practices, coupled with exceptional craftsmanship, will thrive.”
</p>

<h3>India as a Global Craft Hub</h3>

<p class="paragraph larva // lrv-u-margin-lr-auto  lrv-a-font-body-m   ">
    Chorus’s emergence isn’t an isolated incident. India is rapidly becoming a global hub for artisanal expertise. The country’s rich textile traditions, combined with a skilled workforce and relatively lower production costs, make it an attractive destination for luxury brands seeking to diversify their supply chains and offer unique, handcrafted pieces. Rahul Mishra’s success, with a flagship in Mumbai and international acclaim, is a prime example.
</p>

<p class="paragraph larva // lrv-u-margin-lr-auto  lrv-a-font-body-m   ">
    According to a 2023 report by McKinsey &amp; Company, the global market for handcrafted goods is projected to reach $500 billion by 2028, with India accounting for a significant share of that growth.
</p>

<h2>Accessibility and the Democratization of Luxury</h2>

<p class="paragraph larva // lrv-u-margin-lr-auto  lrv-a-font-body-m   ">
    Chorus’s price point – ranging from $300 to $35,000 – is strategically positioned to bridge the gap between high-end couture and accessible luxury. This reflects a broader trend towards the “democratization of luxury,” where brands are offering more affordable entry points to attract a wider audience.
</p>

<p class="paragraph larva // lrv-u-margin-lr-auto  lrv-a-font-body-m   ">
    “Luxury is no longer solely about unattainable exclusivity,” says Isabella Rossi, a retail analyst at Bain &amp; Company. “Brands are realizing that they can maintain their prestige while expanding their customer base by offering a range of products at different price points. This allows them to cultivate brand loyalty and capture a larger share of the market.”
</p>

<h3>The Role of Ready-to-Wear in Brand Expansion</h3>

<p class="paragraph larva // lrv-u-margin-lr-auto  lrv-a-font-body-m   ">
    The decision to launch a ready-to-wear line is crucial for Chorus’s global expansion. While bespoke pieces cater to a niche clientele, ready-to-wear allows the brand to reach a broader audience and establish a stronger presence in key markets like Paris, the UK, and Asia. The planned expansion into Galeries Lafayette Mumbai and a private showroom in Paris demonstrate a calculated approach to market penetration.
</p>

<h2>Beyond Fashion: The ‘Lifestyle’ Experience</h2>

<p class="paragraph larva // lrv-u-margin-lr-auto  lrv-a-font-body-m   ">
    Karishma Swali’s vision for Chorus extends beyond clothing. The ambition to incorporate wellness spaces and cafes into future stores signals a shift towards creating a holistic “lifestyle” experience. This aligns with a growing consumer desire for brands that offer more than just products; they want to connect with brands that share their values and enhance their overall well-being.
</p>

<p class="paragraph larva // lrv-u-margin-lr-auto  lrv-a-font-body-m   ">
    <div class="pro-tip">
        <strong>Pro Tip:</strong> Brands successfully integrating lifestyle elements often focus on creating immersive experiences that engage multiple senses and foster a sense of community.
    </div>
</p>

<h2>Future Trends to Watch</h2>

<p class="paragraph larva // lrv-u-margin-lr-auto  lrv-a-font-body-m   ">
    *   **Hyper-Personalization:** Expect to see more brands offering customized products and services tailored to individual customer preferences.
    *   **Digital Craftsmanship:** The integration of digital technologies, such as 3D printing and virtual reality, into traditional crafts.
    *   **Circular Fashion:** A growing emphasis on sustainability and the development of circular business models, such as resale and rental services.
    *   **Collaborative Collections:** Increased collaborations between luxury brands and artisans from diverse cultural backgrounds.
</p>

<h2>FAQ</h2>

<p class="paragraph larva // lrv-u-margin-lr-auto  lrv-a-font-body-m   ">
    <strong>Q: What is ‘craft luxury’?</strong><br>
    A: Craft luxury emphasizes the skill, heritage, and artistry behind a product, often prioritizing ethical and sustainable practices.
</p>

<p class="paragraph larva // lrv-u-margin-lr-auto  lrv-a-font-body-m   ">
    <strong>Q: Why is India becoming a hub for luxury craftsmanship?</strong><br>
    A: India boasts a rich textile tradition, a skilled workforce, and competitive production costs.
</p>

<p class="paragraph larva // lrv-u-margin-lr-auto  lrv-a-font-body-m   ">
    <strong>Q: What is the ‘democratization of luxury’?</strong><br>
    A: It refers to brands offering a wider range of products at different price points to attract a broader audience while maintaining their prestige.
</p>

<p class="paragraph larva // lrv-u-margin-lr-auto  lrv-a-font-body-m   ">
    Did you know? The Chanakya School of Craft provides training and employment opportunities for artisans, preserving traditional techniques and empowering local communities.
</p>

<p class="paragraph larva // lrv-u-margin-lr-auto  lrv-a-font-body-m   ">
    The launch of Chorus isn’t just about a new collection; it’s a signal of a fundamental shift in the luxury industry. By embracing craftsmanship, accessibility, and a holistic lifestyle approach, brands like Chorus are poised to redefine what luxury means in the 21st century.
</p>

<p class="paragraph larva // lrv-u-margin-lr-auto  lrv-a-font-body-m   ">
    What are your thoughts on the future of craft luxury? Share your opinions in the comments below! Explore more articles on sustainable fashion and global trends <a href="#">here</a>. Subscribe to our newsletter for the latest industry insights.
</p>