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Simple Kaur: The Growth of Start-Ups Through the Adoption of Sustainable Fashion, Technological Innovation, and Social Media Marketing

Simple Kaur: The Growth of Start-Ups Through the Adoption of Sustainable Fashion, Technological Innovation, and Social Media Marketing

Navpreet Kaur Sidhu (Chitkara Business School, Chitkara University, India), Devesh Bathla (Chitkara Business School, Chitkara University, India), Sandhir Sharma (Chitkara Business School, Chitkara University, India), and Harpreet Singh Bhatia (Human Resources, Chitkara University, India)
Copyright: © 2023 |Pages: 14
DOI: 10.4018/978-1-6684-8488-3.ch004
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Abstract

In India, technology developments and resource sustainability are the most crucial factors for any startup or emerging organization for decent work and economic growth. To survive in a competitive market, it is essential to exploit the resources effectively. Even though a start-up is a complex organism with many heterogeneous forces acting in concert to progress it, the likelihood of failure rarely outweighs the likelihood of success. International trade benefits greatly from the usage of technology. Sustainable technology benefits an international company. This case study highlights the major challenges faced by the start-up, for funding, expansion, and adoption of green technology while promoting social media marketing (SMM) strategy post-COVID-19 revival in the fashion industry. It discusses how the start-up got additional funding for the expansion of its successful growth internationally. It concludes by discussing strategic actions required to ensure Simple Kaur's entrepreneurial uninterrupted growth.
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Despite having a young fashion industry, India has a long history of creating apparel. Although there were a few designers before the 1980s, there was a growing boom in the latter half of the 1980s and early 1990s. This resulted from more exposure to international design as well as the economic boom that followed the economic liberalization of the Indian economy in 1990. Sequins and gold thread are frequently used in fashion to draw clients and make a statement about the Indian fashion scene. The practice of stitching distinctive thread designs is known as embroidery and is a hallmark of Indian fashion. Applying embroidery to various dresses, skirts, blouses, and pants is one method to incorporate the traditional style and make a fresh fashion statement that reflects both western and Indian cultural influences.

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    Ritu Kumar, a designer and textile print specialist based in Kolkata started working on resurrecting the old hand block printing techniques of Bengal and establishing “ethnic chic” as a part of the wider restoration movement in the Indian textile sector. In Delhi, she started her first store in 1966.

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    The first wave of Indian fashion designers, notably Satya Paul, began to emerge towards the beginning of the 1980s. But Rohit Khosla (1958-1994), together with Tarun Tahiliani, Abu Jani-Sandeep Khosla, and others, co-founded Ensemble in 1987, becoming a pioneer in the fashion business.

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    With assistance from the Fashion Institute of Technology in New York, the Ministry of Textiles of the Government of India established the National Institute of Fashion Technology (NIFT) in Delhi in 1986. It was crucial in attracting fashion designers with local training. By 2010, it had established 15 branches around India, and there were also smaller private fashion institutes.

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    The Indian economy underwent economic liberalization in 1990, which fuelled the growth of the fashion sector. The next decade saw a boom in the fashion business in terms of both volume and styles.

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