Essel Group enters premium lifestyle retailing through Epincion

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The Essel Group have launched their premium lifestyle retail venture christened Epincion. The venture is brainchild of Kaveeta Goel, who is MD of Fab 5 Merchandise Company, also a retail venture of the Essel Group.

Epincion will retail designerwear, jewellery and high-end artefacts. “Rohit Bal, Shaina NC, and Neeta Lulla are among the designers who will showcase their creations through Epincion. Apart from the established modern-day designers, the venture will also house age-old crafts and creations found in the interiors of India in their traditional authenticity,” Goel said.

“During our trips across the country, we found that many of the dying age-old crafts have been inspiring modern designs over a period of time, and have a demand among the growing neo-rich class in India and abroad. This endeavour also aims to provide the unknown, unsung craftsmen an opportunity to share a platform with the best designers in the country,” Goel added.

The venture, which flagged off in Mumbai, plans to expand to other metros and international destinations like Dubai and London in the coming years.

“One of the reasons for the premium pricing is the use of authentic material in the creations, which have been compromised over the years by these craftsmen due to declining demand and problems in marketability,” Goel stated.

– Bangalore Bureau

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