Diva-Ni

The Make in India campaign is an initiative of the Government of India to encourage multi national and domestic companies to manufacture their products in India. This campaign focuses on 25 sectors of the economy, one of which is textiles and garments.  Diva'ni ​along with its parent body KBSH ​has been heavily involved in providing a platform for weavers and artisans of the country for the last 7 decades, believing them to be the real jewels on the country, they possess the talent and skill which has been handed down from generation to generation for thousands of years. It is this age old skill that Diva'ni yearns to encourage and simultaneously protect from extinction. 

Brand Introduction

An expression of feminine grace, a whole new embodiment of style and elegance; Diva'ni is India's first cinema inspired fashion brand. A collaborative venture of the movie giant Yash Raj Films and 65-year-old fashion mogul KBSH, Diva'ni aspires to create awe-inspiring Indian fashion for a global audience, made in India. 

Objective

Our parent brand’s objective for almost last 70 years has been to create a strong and growing platform for weavers and artisans of the fashion industry and bring them together to provide access to sustainable living through impeccable craftsmanship.  Divani continues the tradition and is poised to gain credibility and consumer confidence as the manufacturers of world-class handmade Indian luxury products.

Initiative and contribution to Make in India

Diva'ni works closely with weavers and craftsmen from the remotest regions of the nation to conserve and promote the crafts. It has kept the Indian craftsmanship alive by integrating newer motifs to traditional Zardozi craft techniques aiming to achieve a global positioning through innovation. This season Diva’ni is exploring beauty of zardozi & aari techniques mixed with intricate French knots and 3D appliqués resulting in a never seen before bespoke SIGNATURE DRAGONFLIES; a composed mix of more than 10 kinds of embroidery techniques.

The brand today stands proud with its four verticals mainly Retail| Couture| Film Styling| Celebrity wardrobes. With over 500 zardozikars and master craftsman spread overLucknow & Delhi and more than 100 Benarasi looms with approximately 400 weavers base and hand paint women artisans Diva'ni brings forth the authentic Indian Fashion with a flavour of Diva'ness. Diva'ni products are known for being 95% hand crafted and its niche lies in zardozi karigari with dapka, naqshi, kachha resham elements, Benarasi weaves made in gold, silver and platinum under the brand's crafts social resposbility initiative along with hand painted art on classic chiffons and georgette's.

The process used in manufacturing a Diva'ni garment is progressed to achieve environment friendly results. Dying process involves non-toxic dyes such as Azo dyes and vegetables dyes obtained from renewable sources and which are also biodegradable.

Diva’ni supports handpainting techniques rather than digital printing techniques, done by women karigars using thumb painting manually to ensure that printing on the garment is done by hands with utmost accuracy. Not only it diminishes the usage of carbon prints by avoiding Industrial machinery but also increases employment opportunities and women empowerment.

Diva’ni provides a platform to all the employees to work together and gives and opportunity to innovate on the job.  Diva’ni understands that Indian art is recognized internationally and invites the global audience to experience the same. 

Expectations from Make in India

Handcraft work should invite subsidies from the government, as fashion industry is big in India and impacts livelihood of a lot of workers and artisans. Additional tax benefits should be given to organizations who are employing a huge workforce to promote India and its craftsmanship. 

Business Milestones

Diva’ni is recognized for its craftsmanship as a winner of one of the biggest global luxury awards – Luxury Lifestyle Awards, Asia Pacific 2015