Monday, August 8, 2022

“We want everyone who follows and wears the brand to be love generation”: Founders of LoveGen

In an exclusive interview with NewsX India Alist, Founders of LoveGen, Bhavana Pandey, Nandita Mahtani and Dolly Sidhwani joined us on our special series. LoveGen is a brand that is uniquely tailored to meet the taste of an adventurous young generation who love to enjoy life and are interested in fashion, music and social media. LoveGen allows both young men and women to express themselves through clothes at every occasion.

Bhavana shared with us the idea behind the brand and said “All three of us have been friends for almost 20 years now. Fashion and marketing was something that was common between the three of us now, Nandita has been a designer for many years and Dolly had a brand and comes from an export background. I had a bit of marketing experience in fashion. Over many of our conversations, we realized that we don’t have fast fashion Indian brands which can be spread over all age groups and something comfortable.”

“That’s how the idea came about, and three of us were pretty much on the same page with it and we just decided to go for it and finally execution happened quite quickly,” added Bhavana.

Nandita Mahtani shared with us about the coming of the brand together and said “This is something that we all individually wanted to do and it was just about finding the right people to do it with because to start a new brand on this level is not an easy job. The three of us connected and our synergy was great and there was no turning back.”

Dolly Sidhwani talked to us about the thought behind the brand’s name and how LoveGen wants everyone to be loved. “We wanted to create a community about love, and there was a lot of hate around the world right now. We want everyone to be about love and everyone who follows us and wears the brand to be love generation,” said Dolly.

With so much prior experiences in the world of fashion and design, the founders elaborated on the USP of the brand and what sets it apart from others in the market. “Right now we are very focused on denims and what is really different about our brand is that it is very relaxed and at the same time it’s very glamorous and simple and interesting and it’s very cool and this is what sets it apart. A lot of our design elements come into play from our travels and whatever we carry back from our travels,” explained Dolly.

Renowned fashion designer Nandita shared her experiences working on that brand and said “LoveGen is a very affordable brand for everyone and it was very exciting to design. We have a lot more styles for every season and it’s more sort of interesting for the younger generations.” “We wanted more mass appeal so there was a lot of more scope,” added Nandita.

Throwing light on the journey of the brand in the wake of the pandemic and turbulent times, Bhavana told us “The last one and a half years, people have been through so much. We were fortunate because we have got partners who’ve invested in the brand. They were really supportive with us and the three of us been like very strong about it. We made sure to keep that our employees, our people are loved as much as we could. And we’ve kind of waded through this whole time together.”

Adding on how they are looking at the positive side, Bhavana further added “Our store in Malad, which is the Inorbit Mall has opened again and two more stores in Indore. We’re looking at opening more stores this year. We have started our brand online as well so we’re getting a lot of eyeballs on LoveGen.com.”

Talking about the emergence of digital marketing and sales, Dolly added “Social media is a huge part of our world but somehow I think there’s always going to be a balance between brick and mortar and digital. It is going to be a lot digital going forward but we are also planning to open 30 to 50 stores in the next two years.”

On an ending note, the founders of the brand advised their fans and viewers to never give up on dreams and follow their dreams and do what they love.

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