Monday, December 8, 2008

Vijayalakshmi Krishna

I feel the recession has not affected the traditional attire industry in Chennai and Coimbatore, where we operate from. The reason is that people who shop for traditional attire do so for occasions. And it is always a heirloom sort of purchase which gets passed on down the generations.
Vijayalakshmi Krishna, Managing Partner, Aavaranaa (
November 28, 1 pm (Resch. Dec 8)

1 comment:

Murali said...

With an engineering degree in hand, Vijayalakshmi embarked on the customary path by joining Infosys in 2005. However, Vijayalakshmi quit her “kushi” job in Infosys and decided to pursue her passion in Aavaranaa.

Vijayalakshmi is the managing partner of Aavaranaa for the past 2 years. Being the brand custodian of Aavaranaa in Chennai and Coimbatore, she initiates regional marketing and promotional plan for the brand. Her areas of work also include managing the finance for the brand.

When not at work, she enjoys Trekking, Cycling & Swimming.
The Brand Aavaranaa If there is one word to describe Aavaranaa, then it would be ‘grace’. Creating a niche for itself in the women’s apparel segment, Aavaranaa is an exclusive saree boutique specializing in a variety such as silks, tussars, georgettes, crepes and chiffons. Aavaranaa set out to create a revolution in the silk saree segment in Coimbatore in the year 2001 and further stepped into Chennai in 2006.

Catering to an exclusive and elite clientele, Aavaranaa reiterates in us the traditions of Kancheepuram silk to suit the modern times.
Presence Aavaranaa is currently present in Chennai and in Coimbatore. A sapling amongst its competitors, Aavaranaa, is still in the nascent stage of development. However, their current retail presence is over 2500 sq ft.

To help support their authenticity and uniqueness of their products, Aavaranaa is self sufficient with its own hand block printing unit and their own set of weavers. The attractive patterns sewn into each silk is also crafted by their own in-house designers.
Various Product Lines Offered The store houses a variety of sarees and salwars to choose from. One can choose from materials ranging from the natural tussar to the alluring organza, from the perpetual kancheepuram to the equally dear uppada. The store is replete with the sensuous bagalpurs, mellifluous mutkas, and the stunning gadwals.You can get the sarees plain or embellished with embroidery. Embroidery would be chic’n’consummate and each of the products make their own style statement.

Aavaranaa never repeats a product unless it is specially requested and customers frequent the boutique for the exclusivity.
Target Audience
Aavaranaa’s Target Group The brand basically targets those women who are in the age group 20 – 45 and who like exclusivity in their wardrobe collection

In a broader spectrum

* Senior/ Middle Management executives or Entrepreneurs
* Self employed Professionals, looking for fashionable yet ethnic variety in Kancheepuram silks
* Young entrepreneurs and achievers
* College goers
Sonia Rana
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