Repricing : Making sustainability more accessible and affordable

If we were to begin this post addressing you the way we address our customers -- those who get our 'Thank You' cards as part of our packaging -- that would be, 

"Dear fellow inhabitant of Mother Earth,"

Let us take this opportunity to thank you -- our well-wishers, ambassadors, and customers -- for showering abundant love on us right from the day we announced the brand, which was exactly a year ago, on February 22, 2022 (22.2.22).

'Making sustainable fashion everyday', has always been our vision. To make this possible, we did extensive research on fabrics, and tried to understand customers' pain points.

We figured that lack of awareness about sustainable fabric options/brands was a big hurdle -- possibly the first -- for people. To do our bit in this regard, we launched our first collection, which we called Amalgam, using five different sustainable fabrics - Hemp, Ayurvedic Cotton, Tencel™ Satin, Tencel™ - Flax, and Orange Fibre fabric. Soon enough, we added Organic Linen and Aloe Vera fabrics as well. 

The next issue, we learned, was the scarcity of classic, timeless designs and fits. While most sustainable brands chose to be restricted to 'Boho-inspired ill-fitting clothes', we strived to have something for everyone, to give customers options ranging from formal wear to lounge wear to party wear. 

The most pressing concern people had when it comes to switching to sustainable fashion, however, was the premium they had to pay. Antaratma is a premium brand, no doubt. Multiple factors -- other than the obvious like supreme quality and finish -- add to our offerings falling into the premium category. These include the price of the fabrics, single-piece production (that we make only to order, one by one), our zero-waste policy (that affects production speed), sustainable packaging and more.

All of these, to a large extent, could be brought down with scale. To explain it in simple terms, the cost we incur will considerably drop if we purchase fabrics in bulk and manufacture in bulk. We have been, slowly and steadily, trying to achieve it. Don't worry, our 'bulk' production won't even be a minute fraction of how much fast fashion brands are producing on a daily basis.  

In a year, we have also realised that none of the above are our prospective customers' concerns. And that is fair enough. Without bringing the prices down, no sustainable fashion brand will be able to reach the masses. 

We have, hence, decided to indulge in a repricing exercise. We have slashed our prices by a gigantic average of 22% from our MRP. This has been made possible by translating a major chunk of our profits from the past year into scaling purchase and production. This, in turn, helped us reduce the prices.

Thank you so much again, for being with us in this journey towards living more consciously. We hope you would continue to support us, and guide us when needed.

This is just the beginning, there are miles to go...