When Dattaray Yemul shifted from Ahmednagar to Pune in the early 1990s, all he sought was a way to earn a livelihood. He knew that the only way he could do that was by carving a niche for himself. Seeing the attention that Indian women paid to their traditional attire especially when it came to religious functions and weddings, he decided to start Peshwai Creations in 1993 from a tiny 200 square foot outlet. And he chose to zero in on Maharashtrian Paithani sarees and focus on offering quality and service.
The gambit paid off and today, Peshwai Creations is acknowledged for its range of Paithani sarees along with Puneri, Sambalpuri, Gadwal, Kanjeevaram varieties. In 2000, he opened the second outlet spread across 7500 square feet in the city. Over the years, the brand amassed a loyal clientele in India as well as overseas markets, especially the US.
Today, after Dattaray’s demise in 2008, his legacy is managed by his sons Amol and Rahul. And the business seems to show no signs of slowing down. Explaining this, Amol Yemul, Director, Peshwai Group, which manages both the outlets, said, “Selling sarees is tricky because it is based on the assurance that the brand provides on quality and how women like the designs. Since, we have been in the business for over two decades, we understand both these aspects.”
To stake its rightful claim in the saree business, the strategy that Peshwai Creations undertook was to its retail offerings at wholesale prices. The pricing ranged from INR 300 to INR 10 lakh. The other tactics that Peshwai worked on was to get repeat customers.
Both of these strategies clicked and soon it could expand its portfolio to include a wider range that encompassed Puneri, Sambalpuri, Gadwal, Kanjivaram, Shalu and other wedding sarees collection.
EXPANDING ITS PORTFOLIO
Having tasted success with traditional womenswear, the second generation of Peshwai Creations decided to get into the growing traditional menswear segment. In 2004, the brothers introduced the Peshwai Shrimant Collection with a 6000 square feet opposite the existing Peshwai outlet.
The menswear included ethnic wear as well as western wear, fabrics as well as accessories. They even tied up with brands like Van Heusen, Louis Phillippe, Raymond Apparel, Park Avenue, Zodiac, among others. The reason – to give the males shoppers a wider variety to enhance their wardrobes.
The growing success of these outlets have given the family an impetus to take its brand outside of Pune. Amul said that this year, a 13000 square feet Peshwai Creation showroom will come up in Ahmednagar.
“For long, we have been considering tapping major cities in Maharashtra like Kolhapur, Pimpri Chinchwad, Nashik and Aurangabad. But we first wanted to return to our roots, where our father began his journey and see how we fare there,” Amul explained.
By continuing to focus on unique designs, premium qualities and viable prices, Amul is confident that Peshwai will soon leave its imprint in the Ahmednagar market too. And with this, the brand will finally come full circle – starting right where it began while staying true to the values laid down by its founders.