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Last Updated : Dec 05, 2012 04:49 PM IST | Source: CNBC-TV18

Young Turk: Small town boy designs corsets for world

In CNBC-TV18's special show, Young Turks, a designer from a small town in India bets his whole career on designing corsets for the world. 32-year-old, Suman Bharti launched a Corset Wholesale Incorporated in 2010 and today his corsets are sold online to almost 32 countries.


In CNBC-TV18's special show, Young Turks, a designer from a small town in India bets his whole career on designing corsets for the world. 32-year-old, Suman Bharti launched a Corset Wholesale Incorporated in 2010 and today his corsets are sold online to almost 32 countries.


A small town boy from Ranchi in Jharkhand took everyone by surprise when he decided to walk away from his family’s communication business to sketch a future for himself as a designer.


After graduating from the Pearl Academy of Fashion in Delhi, Suman found his interest in historical wear and decided to bring corsets back in vogue. So he landed in UK to learn more about the market and founded Corset Wholesale Inc. in 2010.


With an initial capital of Rs 25000 and one sewing machine Suman started by selling his designs on ebay. Several sketches and a few orders later, Corset Deal launched its first website corsetdeal.com for its US based customers in 2010.


Today, the brand has four websites that serve more than 32 countries with the most recent being corsetdeal.in which is meant to cater to the Indian market. What inspired Suman to enter the alternate fashion and corsetry segment?


Bharti: During my final fashion show in Pearl Academy of Fashion, I met my mentor Ashish Gupta who is a UK based designer and since I was keen in historical clothing and costumes he inspired me to take up more couture, more authentic fashion, more historical fashion and then I passed out Pearl Academy of Fashion and returned back to my hometown Ranchi.


When I thought of starting my own business, the problem was the sources, money and lots of investment in India.  There was no way, so I moved to UK and after I came back from UK, I though of staring my own e-commerce platform.


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Hoping to capture a piece of the corset market, Suman trained his sight on lowering costs and making affordable innerwear. The idea clicked and he launched his affordable designer wear corset brand with a starting price of Rs 2000. With a team of 280 people across the company Corset Deal has two manufacturing units in India and warehouses in US and Sydney. With most of his raw material being sourced from China and Gujarat Suman tells us how corsets have changed with time.


Bharti: When you get into historical fashion, you will find corset to be one of the major attires in historical wardrobe and then gradually it moved towards modern 1920 century corset. So, it was more popular during 80s and 90s when pop-stars Madonna and other stars started wearing corset. Right now, we do modern form of corset, it’s not the historical corset anymore but it is derived from the historical corset where now-a-days we use steel spiral boning to reduce your waist still it does the same thing but it is different, it is different to the torso that we have in modern days.


Keeping today’s need in mind, Suman ensured the design, fabric selection, finishing and quality check are done in-house in India. Targeting women from the age group16-40 Corset Deal offers a wide range of corsets starting from high fashion to those who want to be inspired by the past. If you believe in customization then the online offers are made to order corsets as well. With the turnover of Rs 20 crore, Corset Deal generates revenues both through online sales and direct buyers like small boutiques and retailers.


Bharti: Globally, we are growing at a speed of 40 percent every year and we see India as a major market now, since there are lots of e-commerce platforms and websites coming in. People have started trusting e- commerce. We are looking at setting up stores in four major metros now in 2013 and then mixing online business with physical store and then creating our own brand in India.


Having found his recipe for success, Suman is all set to cook up a storm and next on the plate are his own stores to give customers a chance to experience the brand. He is also stirring out designs for a future beyond corsets with his premium apparel brand for women Vintage Goth which hopes to create new fashion trends.



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First Published on Dec 5, 2012 04:00 pm
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