BANGALORE: Started in 2007, Yashram Lifestyle focuses on creating unique products and solutions towards special needs of women. Deepa A Kumar, Director, Yashram Lifestyle Brands Private Limited speaks to Vyas Sivanand about the innovative products developed by her enterprise for today’s women.
How did you come up with the unique product range?
Today, women are going out and actively contributing to the economic outlook of her family and the country. But just because she has special needs does not mean that she has to be feel left behind. To address this, we came up with Adira brand which is a bunch of unique products that come together to provide an innerwear wardrobe for women. It is practical, fun, functional, empowering and liberating. Under the brand, we have introduced Adria Period Panty, which is a first of its kind in the world and is an international patent pending product. It is just like regular panties, except they are leak-proof. It is reusable and hygienic. The special fabric is made of three layers. The first is the absorbent layer, the second layer is the leak-proof layer and the third is the cotton layer.We also have slimming shapewear, perfumed lingerie all suiting special needs of women.
Tell us about the Morph maternity wear?
Morph is a maternity wear brand with products which fit during and post preganancy. A lot of research has gone into understanding the special needs of a woman during pregnancy. We have garments with tops having concealed openings for easy nursing, clothes with leak proof layer for which patent is pending, clothes with anti-electromagnetic raditation belt, maternity salwars for which patent is pending, nursing tops with visual stimulus patterns, chudidar with roomy belt, maternity and nursing choli.
What are you doing to generate more attention?
Building awareness is very difficult because people do not want to talk about such needs eventhough they know that it is natural and a very significant aspect which needs to be addressed. Unlike the western countries, our society is still conservative about the special needs of women. Online medium is a great way to talk about these issues and we are creating awareness as well. We have distributors world over the world.
What is your marketing model?
We use retailers and distributors to market our products apart from our website and partner websites. We are not going into an independent retailing option because it is a completely different ballgame and we specialise in innovating garments for women.