inside stories

Custom Made

The rising trend of custom made products and services make us wonder about the growing need for individualization that India is expressing. Not only in apparels, customization today is offered across segments from handbags, shoes, and jewellery to sleeping mattresses, household linen, food menus and even motorbikes/cars.
The ‘custom made’ concept adds an aura of ‘V.I.P-ness’ for the consumer and paying a few extra bucks in barter for that feeling seems like an ideal bargain. This also points in the direction of the changing collectivistic society; a label Indian once carried…to a more identity-driven, individualistic outlook where standing out in a crowd of 2 billion is a tough mark.