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New Delhi July 26SHR Lifestyles Private Limited organised “SOUK” – Spotlight On Ethnic Fashion, an evening presenting the brand new ethnic collection of “Shree – The Indian Avatar” at Mapple Emerald, Rajokri.

The event saw the new vibrant, ethnic collection launch of the Summer’ 18. The main motive behind the whole concept and collection was to Reinvent the Indian avatar with a modern touch by renovating the traditional silhouettes and fabric management. Stretching from across the corners of India shree brings the kaleidoscope of colors, the aromas, the vibrance of festivals that we hold in our Collection. Presenting a season of rejuvenation, the newest Collection by Shree which has the richness of Indian Printing culture and was presented in the form of modern Silhouettes like flares, dresses, gowns, and many more styles that cannot take their eyes off.

Dabu 4
Dabu Collection
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Shree – the Indian Avatar showcased it’s 10 New Collections. Starting with Dabu Collection which was a beautiful combination of Indigo blues and manifesting act of the playful color story represents the crafts passed on from one generation to another unaffected of the ravages of time. The Pathri & Bagru Print Collection’ 17 Bagru showcased the equilibrium of nature. The monochromatic composition and the glorious cast of colors revived the dying art of Bagru and pathri printing. Craft of Kutch Collection ’18 The needle and thread depicted an embroidered tale of mirrors and colors. The collection was inspired by the Kutch embroidery of Gujarat. The Chanderi Collection ’17 The Regal Radiance of Chanderi was a collection of gowns made to celebrate womanhood. The collection personified women as the ray of light on a dark night that enchants everything with her beauty & gaze. Dawn To Dusk – Summer Collection ’18, represented the passage of time during the day, from dusk to noon and finally transforming into the night to capture the captivating beauty of evolution. The Mystic Artwork Collection ’18 Infusing artworks and surface textures creating patterns of mesmerizing beauty. The brand presented their Mystic Summer Collection 2018.

The collection was infused with

Jamawar Ethnic FW ’17-18

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Jamawar showcased stories through the tapestry of threads woven together to honour the cultural craft of Kashmir.  A blend of many hues and colors, which renders an inimitable uniqueness to the fabric. The collection of Fall Winter 2017-18 is simple yet effortlessly elegant.

India Emporium.com (Venture of SHR Lifestyles Pvt. Ltd)

Shree in an association with Indiaemporium.com has ventured into being part of the big day by creating a new canvas that the customers can themselves paint on, they were personally consulted for choosing the fabric, silhouettes, embroidery detailing etc delivering worldwide with many customers at affordable prices, highlighting the rich Indian culture and exquisite craftsmanship. They presented the beautiful amalgamation of ideas of the customers with the guidance of the designers to produce an extraordinary product.

The Grand Finale: Svarna – The Festive Collection

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Svarna was inspired from the blocks used in block printing. Each wooden block denotes a building block of life of the artisans, a hand crafted starting point, which tells endless stories of beauty and struggles. The prints represented the struggles they have conquered that made their stories ‘golden’. Svarna exhibits the elegance & enchanting charm of Gold Foil.
The show stopper for the collection was Sunil Dabas – Coach of National Female Kabbadi team of India. India’s first women to receive Padma shri & Dronacharya Award and under her tenure, Indian won 7 gold medals.

Show stopper Sunil Dabas with Sheetal and Sandeep Kapoor
Show Stopper, Sunil Dabas with Mr. Sandeep Kapoor and Mrs. Sheetal Kapoor

At the event, Mr. Sandeep Kapoor, an Expert in Textile and Apparel Industry and founder of Shree, enlightened Shree’s Journey, Vision and Future prospects. Praising the initiative of Narendra Modi for Make in India and Digital India Campaigns, it has been easier for Indian manufacturers to work and get progressive in short span of time and contribute to stabilize the economy, “I would like to thank all my customers, end consumers, online and offline partners for making Shree a successful venture. Shree is a well known brand across India among its customers and is so much in demand. SHR Lifestyle PVT LTD has also been awarded as SME top 100 companies, among 65,000 nominations across India. I feel highly emotional and thanks from bottom of my heart to everyone who came along and made Shree The Indian Avatar’s first fashion event a huge success.”

Sheetal and Sandeep Kapoor.
Mr. Sandeep Kapoor, founder of Shree and Mrs. Sheetal Kapoor, Co-Founder of Shree

Mrs. Sheetal Kapoor, a Successful Women Entrepreneur and Co-Founder of Shree – The Indian Avatar, threw light on initiatives she has taken to empower hardworking and creative women for their participation in corporate world, “I am thankful to everyone for being a part of Shree’s first grand collection launch. Going traditional also fosters us to employ a lot many local women to engage in our projects at the manufacturing and designing level. Woman empowerment is essential to make economy stronger and viable.”

Mr. Amit Arora, CIO, Shree – The Indian Avatar, shared his views on how e-commerce and mobile applications transformed today’s businesses and the same strategies they wish to propose down for Shree, to expand the availability across India, “Handling the e- commerce part, it has been easy to deal with customers pan India through our availability in major online shopping portals like Myntra, Snapdeal, Flipkart, Abof, Jabong and Limeroad. Shree is stepping forward with its smartphone mobile application “Shree Official B2b App” to get more closely connected with customers, retailers, wholesalers etc. and making business opportunities more feasible.”

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Mr. Amit Arora, CIO, Shree – The Indian Avatar

According to Mr. Manohar Samuel, President Aditya Birla Group (Marketing and Business Development) , “They were looking for partners who can understand consumers well and innovate continuously with rising changes in fashion trends and also to understand the fabric as per the consumer needs. Shree fits in all requirement very well. They have the ability to connect with every strata, be it customer, retailers, or end consumers. With its surprising Men’s wear collection, I can see them growing widely among the people as there is gap between ethnic and formal men’s wear. Shree is also penetrating in the international markets by bringing innovation with fusion style and designs. I see it even expanding as Shree will be working beyond just ethnic.”

Mr. Naresh Batra – Marketing Head – Liva (Aditya Birla Group), talked about Liva and its association with Shree, “The vision was incorporated by Shree Lifestyle to associate with Liva a year ago which resulted in expansion and accessibility to all its customers across India. The dream project of Shree family is going to be shooting stars as we see people from textile fraternity have come to be a part of this wonderful evening. New styles and designs that are fermented by Aditya Birla Group have new silhouettes, patterns, color mix and fabric detailing. With Liva, brands like Shree brings traditional style back into fashion.”

The collection was exhibited prior the main show. The exhibition was open to all the guests including 500+ retailers, wholesalers etc. to explore the fashion trend of summer 2018. The collection displayed brought a fresh air of spring and autumn for the forthcoming year. The styles presented were minutely in relation with Indian traditional block prints and motifs. The trend of new vibrant colors and over the top designs and combination made the spectators mesmerized and applauded the creativity for ethnic ensemble. With the parameters of adding another feather in cap, Shree – The Indian Avatar also displayed its signature men collection at the show for the textile fraternity who can deal with the company directly and it opens various prospect to multiply the business in coming time. 

About SHR Lifestyles PVT LTD –

Shree is dedicated towards providing various lifestyle product categories in India and abroad. Dealing in specific product categories & selling in the entire major e-commerce portals and mega retails, shree aims at providing the best possible quality products at the lowest possible prices to our audience. It is a local destination for the Indian inspired luxury lifestyle, created for today’s stylish, global citizen. Shree, celebrates womanhood and want to bring the essence of our rich cultural heritage to their customers. Their designers get inspired from the nook and corners of India. From sketch to garment they strive to nurture all those things they love about India and put them together in an ensemble. It is their vision to make Shree a household name and connect with our customers through their fine craftsmanship, affordable pricing, high quality and accessible fashion for all.  Crossing geographical borders and reaching every corner of the world, taking with it a piece of our heritage.


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