The Vismay experience: Redefining ethnicwear with customer-centric innovation

As the brand continues to grow, its focus remains on delivering quality, craftsmanship, and a seamless shopping experience – both in-store and online…

Vismay’s journey began in 2004. It was launched by legacy brand Novelty Clothing, a pioneering wholesale brand in South India since 1987 and was created with a singular vision – to redefine the women’s ethnicwear landscape. A decade later, in 2014, the brand opened its first exclusive outlet, bringing its designs directly to customers.

Over the last two decades, Vismay has evolved from supplying to MBOs to a renowned retail brand, expanding to 37+ stores across South India. With a commitment to timeless elegance and contemporary designs, Vismay introduces new collections every week.

Today, Vismay stands as a trusted name in ethnic fashion, offering versatile styles that blend tradition with modernity. As the brand continues to grow, its focus remains on delivering quality, craftsmanship, and a seamless shopping experience – both in-store and online.

The Differentiator

Vismay caters to women between the ages of 25 and 45. Its products lay emphasis on high-quality fabrics, with a focus on comfort, durability, while being luxurious. The brand stands out in its offerings since it follows an all year round collection rather than seasonal and occasion specific clothes.

“We release a minimum of 7 designs a week and produce only an average of 400 units of a design in varied sizes. This helps to eliminate overstocking & giving room for fresh designs,” says Joseph Paul George, Executive Director, Vismay.

A premium brand, Vismay further differentiates itself from competition by making its prices accessible and affordable. Kurtis range from Rs 1,199 to Rs 4,999, offering value for quality. The brand however, never offers flat discounts. “Full-price items (fresh stock) are paired with offer products to enhance value. We follow EOSS trends without losing the premium perception,” says Paul.

“By studying past data, we have realised that top performers sell within 90 days, maximising sell-through. Underperformers are swiftly rotated to stores with demand, ensuring no inventory stays idle or is moved to offer stock. Stock rotation and realignment is key to our success,” he further explains.

Aside from this, Vismay is also studying, leveraging and integrating current industry trends to stay competitive, including Sustainability by utilising eco-friendly fabrics and working towards ethical production; Social commerce by way of engaging customers via META; Personalisation using WhatsApp marketing and targeted ads based on browsing history; and creating Fusion Fashion by blending traditional ethnic wear with modern silhouettes.

Purchase Behaviour of a Typical Vismay Consumer

• Customers prefer premium ethnicwear that balances tradition and contemporary style.
• They shop both online and offline, seeking versatile pieces for multiple occasions.
• Repeat buyers look for Vismay’s consistent quality and fresh designs.

Recent Expansion Highlights

• New Store Openings: Recent expansions in Bengaluru,Thrissur, Kozhikode, Coimbatore, Vyttila and Angamali.
• SIS: Recent expansions in Lulu Groups’ Ernakulam, Kozhikode, Kottayam, Trivandrum & Lucknow centers.

Technology Integration

The brand utilises various technologies for inventory management and sales tracking. These include:

• WIBS (Wholesale & Inventory Billing System) for Retail inventory and sales tracking, ensuring seamless supply chain management.
• Shopify & Fynd (migrating for e-commerce and sales tracking).
• WhatsApp API for direct customer engagement and feedback.
• Wooqer for internal daily retail operations, including store performance tracking, staff engagement, and process automation.

Expansion Plans

Paul says that his brand plans to expand within South India and eventually pan-India, targeting younger audiences (20-35 years) through digital-first strategies. “Apart from expanding into untapped South Indian cities, we are working to increase our e-commerce revenue through Shopify and performance marketing. We are exploring co-branding opportunities with jewellery and accessory brands.”

“We are also working with the Shop-in-Shop format to bring our curated collection of women’s ethnic wear into leading multi-brand outlets and large-format stores, offering customers the same premium designs and quality within their favorite shopping destinations. This model has allowed us to expand our presence strategically across South India, making our collections more accessible while maintaining the essence of the Vismay experience,” he adds.

The brand, which has shown 75% growth in sales and store expansion, is also actively expanding its Intimates line (lingerie) and will continue to grow this segment in parallel.