Saree is a garment of heritage that is loved by women not only in India but also globally. This elegant and classy piece of clothing has always been to go for all special occasions but what about the hassles we get while draping and carrying the saree? For modern-day women, this should not be a problem and to make the wearing and draping experience of a saree effortless and easy Navyasa was initiated by Liva.
Navyasa has given every woman the freedom to be fashionable but with no limits. Navyasa proves that while being fashionable you don’t really need to limit yourself to the activities you love to do. Women in a saree running and riding a bike might have been a hard-to-image scenario, but if you have been following up with the Navyasa’s campaigns you surely know how this unique saree brand has made these difficult tasks easy.
Now the question arises how are Navyasa Sarees easy to drape and carry? All the credit goes to the Fluid fabric concept by Liva. These sarees are crafted with 80-90% of Viscose and the fabric used are Liva Georgette, Liva Satin, Liva Crepe, Liva Lite, and Liva Organza.
Navyasa has made Sarees an everyday wardrobe staple for all age groups as these sarees can be worn from hectic work days to chill hangout evenings. Not only these Sarees are extremely lightweight but also super stylish. The use of digital prints with modern-day motifs has won the hearts of Gen Z. The shoppers have clearly shown that Navyasa as a brand doesn’t carry any age bar. To ease out your in-store shopping experience they have planted a virtual trial device in all their stores pan India. The difficulty of trying out 150+ sarees can not be an excuse now. This piece of art undoubtedly deserves a place in your wardrobe. And don’t forget to grab your free scarf with all your purchases.
What makes the Navyasa different from other Saree Brands? Navyasa by Liva sarees are fluid, and flowy, made with nature-based fabrics. The sarees allow women to move around with spirited optimism and #freetobe in their element as well as explore life comfortably whether at work, party, lunch, or cafe. The collection features ethereal prints and chic styles. Each saree tells a colour-rich story with a modern twist. The unique bold designs and diverse themes are designed to allow style to converge with fashion.
How is the response of the customers to this twist to a heritage piece?
Changing the ways of draping a saree, in addition to pairing it and accessorizing it in different ways makes it easier to adopt and wear it on a daily basis for today’s generation. In the recent past, we have observed how Gen Z has proved that the saree cannot be just labelled as clothing not meant for the younger generation rather it is a versatile piece of clothing that can render effortless and chic looks without hampering one’s movements. Navyasa by Liva Sarees are bringing a different meaning altogether to the changing trends revolutionized by the young and popular celebrities and content creators. The double digit sales growth navyasa has seen is testimony to the fact that consumers have been receptive to the brand.
What lead Liva to initiate Navyasa?
The objective for the national brand – Aditya Birla Group and Liva venturing into sarees, was to bring a larger shift in the perception and adaptability of sarees, especially among the younger urban women. Brand Navyasa by Liva was coined from Navya which means ‘new’, and Rasa, which is the art of everything we do. The brand is an ode to true contemporary, cosmopolitan Indian women who believe that style is a combination of fashion and comfort.
What was the concept behind having a campaign with Deepika Padukone?
Deepika Padukone has been a trendsetter over the years. Not just her films, but her social initiatives, expressions, and personal revelations have all been inspirational. She is not just a national influencer but has international recognition because of her work and impressive persona. She adds her own edge to any garment or outfit she adorns; making whatever she wears a fashion statement. Hence we thought she was a perfect fit for a brand like Navyasa By Liva which is here to revolutionize sarees and how they are perceived.
Please elaborate a little about the Magic Mirror
The store is an experience in itself with a magic mirror that is a digital marvel for shoppers. Navyasa by Liva is the first saree brand to use the Magic Mirror feature comprising of cutting-edge digital technology to allow the shoppers a complete experiential affair allowing the customer to browse and virtually try on 150+ saree styles.
What is the vibe of the store?
A lot more spacious, Vibrant and where customers can see full design of sarees. Located in major metropolitan cities such as Mumbai, Delhi and Bangalore – the stores are aesthetically designed to suit the fashion sensibilities of the young audience with their artfully decorated and vibrant interiors just like the saree collection itself. The store exudes a modern glam vibe in an effort to prominently showcase the collection featuring ethereal prints and chic styles. Each saree tells a color-rich story with a modern twist. The unique bold designs and diverse themes are entwined to allow style to converge with fashion making it an appealing inroad for customers.
How do you incorporate the theme of Navyasa in the Visuals of the store?
Navyasa brings in wearable works of modern art with a versatile collection that blurs the boundaries between occasions which hits the right spot of visual appeal for the target audience.
According to you what is the most attractive part about the Navyasa store?
The distinctive feature of the Navyasa by Liva stores are designed to not only attract customers but also to deliver a complete brand experience. The saree collection is compartmentalized as per prints and design. The popular saree collections with Brush strokes and Liva crepe are prominently placed with a display of the TV commercial streaming on loop. The store design is a sacred space for customers to make their purchase decisions hence we have given the store a structured character with an inclusive attitude where a customer can interact and engage without any inhibitions.
– ADITYA BIRLA GROUP
