Sari business goes global from Ras Al Khaimah
The Indian sari can be traced back to the Indus Valley Civilisation which flourished in the period 2800-1800 BC. It is a female garment that is typically wrapped around the waist, with one end draped over the shoulder, and highly popular in various countries in South East Asia including India, Sri Lanka, Nepal, Bangladesh and to some extent Pakistan. It is also worn on some special wedding ceremonies by Emirati ladies, following the latest trendy fashion.
Indian fashion entrepreneur Anu Bonny decided to utilise the garment’s popularity and expanded her India-based traditional Indian fashion boutique to the GCC region by opening Eve’s Fab Boutique FZE in the UAE under the RAK FTZ umbrella in January 2015.
“Did you know that there are more than 80 different ways to wear a sari?” Bonny, the boutique’s Managing Director, asked Kaytoob editor, and went on to shed light on some of the more popular ways to be attired by the exquisite garment. “The most common way is the Nivi style which started in Andhra Pradesh,” she said.
Bonny also shared that there are different types of sari which originated from different states in India. “For example, there’s the kasavu sari which originated from Kerala. There’s also the kancheepuaram which was from Tamil Nadu, maheswari from Uttar Pradesh, and the ikkath sari from Andra Pradesh,” she explained, adding that “India is a country of colours and variety – two elements characterised in saris”.
“Our company provides an online based boutique for various traditional Indian clothing, which in addition to the sari also include the salwar kameez and the kurti,” Bonny said, “and from our RAK base, we serve customers all over the Gulf region as well as Australia, USA, UK and Singapore”. She added that in western countries the online boutique’s customers are not only women originating from the Indian Subcontinent, but also some European and American ladies have taken a liking to the sari.
On the reason she opted to launch her business from the RAK FTZ platform, Bonny stated that the free zone’s “easy and hassle-free set up procedures” were the main attraction for her, in addition to having the “lowest set up costs you could find in the UAE”. She also praised the “very professional and friendly staff of RAK FTZ” and the fact she could carry out all required processes in a “single window system”.
Bonny said that she hopes to utilise the “unique location of Ras Al Khaimah”, and its connectivity and proximity to her customers to further expand her market and augment her company’s standing as a leader in the provision of traditional Indian attire.