THE GLOCALISATION OF TRADITIONAL BUSINESSES - The Daily Guardian
Connect with us

Lifestyle & Entertainment

THE GLOCALISATION OF TRADITIONAL BUSINESSES

Noor Anand Chawla

Published

on

The Oxford English Dictionary defines the word “glocalisation” as the “fact of adapting products or services that are available all over the world to make them suitable for local needs”. Though the pandemic closed physical international borders for many businesses, it widened digital borders, enabling people to connect and gain knowledge from every part of the world at the touch of a button.

Numerous traditional industries and businesses have reinvented their business processes by adopting an international outlook, in order to thrive in these unprecedented times. A stellar example of this is jewellery designer Ritika Ravi of IVAR Fine Jewelry. She has made the most of her Indian roots and Maldivian upbringing to carve out an international following with her debut collection, which marries Indian antiquity with a laidback contemporary vibe. Her goal was to establish an international jewellery brand which combines tradition, luxurycraft and wearable design. Just two years after its launch, IVAR Fine Jewelry has shown remarkable growth and garnered international recognition with high profile pop-ups in London, Porto Cervo, Italy and been featured in multiple international publications of note.

Traditional businesses aiming to succeed in this changing environment can learn from Ritika Ravi’s experience and keep a few things in mind:

1. WATCH OUT FOR INTERNATIONAL TRENDS

Gaining access to international trends has never been easier than it is now. Browsing through various social media platforms can offer insight into an international mindset. It is important to research and spend time charting out the subtle nuances and tastes of an international clientele, in order to carve a space in an overly-competitive and highly-saturated market. This does not mean one should simply copy trends and ideas, but take inspiration from them to create innovative business plans to expand and succeed.

2. KEEP YOUR AUDIENCE IN MIND

Ritika Ravi of IVAR puts it best when she says, “At London College of Fashion, we were taught that creativity should always come first in terms of design, but when it came to launching my brand, I realised that it could not be solely about my personal vision. I needed to consider the target customer, who they are, how and where they might wear the piece, how it feels once it is on. Establishing that vision was really the conception of the brand.” Ultimately, the success of any business rests on its ability to connect with its target audience. Ravi, for example, used her international jewellery aesthetic to instruct a small team of craftspeople in Jaipur to produce her signature “Contemporary Polki” designs. Her sensibilities are an amalgamation of her Indian heritage and an intrinsic millennial laid-back attitude, which has helped define the success of her brand. It may seem difficult to merge two wildly different approaches; however, through the use of creative methods and out-of-the-box thinking, the sweet spot is easily achievable.

3. BE CREATIVE WITH CONCEPTS

Creativity and innovation are essential to achieve recognition and sustained growth in any business. Creativity becomes even more important when it comes to adapting one’s business practices to glocal standards. Ravi decided to establish IVAR Fine Jewelry as the ultimate ‘Destination Jeweller’. In 2018, she launched her flagship store in the Maldives. Tapping into the stream of culturally diverse and stylish visitors, Ravi quickly learnt that her designs were ideal for those seeking lightweight and wearable jewellery in tropical and warm climates. This understanding led her to establish a unique retail strategy, designed to follow the seasonal habits of habitual travellers with a series of global pop-ups. She says, “The flagship gave us real-life insight into the tastes and needs of a niche clientele—travelling popups were an instinctive next step for us to take. We know that the client sails in the Mediterranean, skis in Europe and recoups in the Caribbean—so we got the map out and planned our trail. I wanted to put IVAR on the map as a luxury “destination jeweller”.

Many businesses are going glocal to cater to an Indian yet international-minded audience. IVAR Fine Jewelry, with its flagship store on Vommuli Island in the Maldives and global presence, is a success story that others can definitely emulate.

The writer is a lawyer who pens lifestyle articles on her successful blog www.nooranandchawla.com. She can be found on Instagram @nooranandchawla.

The Daily Guardian is now on Telegram. Click here to join our channel (@thedailyguardian) and stay updated with the latest headlines.

For the latest news Download The Daily Guardian App.

Lifestyle & Entertainment

‘THE CROWN’ TAKES THE THRONE AT EMMYS 2021

Published

on

LOS ANGELES: Netflix’s ‘The Crown’ won big at the Emmys 2021. This show which follows Queen Elizabeth’s life throughout the decades of her reign was declared winner of the Outstanding Drama Series award at the 73rd Primetime Emmy Awards. It also bagged awards for best actors (drama) and best actors in supporting roles. The show also took home the best writing and directing award.

On such a remarkable win, the team of Netflix took to the streaming giant’s official Twitter handle to congratulate the members of the show. “Congratulations to the cast and crew of The Crown for their 11 Emmy wins — including Best Drama Series, Best Actress for Olivia Colman, and Best Actor for Josh O’Connor https,” the tweet read. Apart from ‘The Crown’, ‘Ted Lasso’ also registered a golden win at Emmys 2021. It racked up four wins, including for best comedy and star Jason Sudeikis. Emmys moved to an indoor-outdoor venue this year due to the pandemic. It was held on Sunday at the Event Deck at LA Live.

Continue Reading

Lifestyle & Entertainment

SHAH RUKH BIDS ADIEU TO LORD GANESH

Published

on

NEW DELHI: Superstar Shah Rukh Khan, on Sunday night, bid adieu to Lord Ganesh, with a pray to seeing him again next year. Khan took to his Instagram handle and shared a picture of Lord Ganesha’s idol at home. Sharing the picture, the Padma Shri winning actor wrote, “May Lord Ganesha’s blessings remain with all of us until we see him again next year… Ganpati Bappa Morya!!!”

The picture accumulated love from more than one lakh fans within a few minutes of being shared. For the unversed, in 2018, SRK was trolled for making his youngest son AbRam Khan pray to Lord Ganesha during the Ganesh Chaturthi festival. At that time, the superstar posted a picture on his Instagram handle which saw AbRam praying to Lord Ganesha at home. Sharing the picture at that time, SRK wrote, “Our Ganpati ‘Pappa’ is home, as the lil one calls him”.

Currently, SRK, who was last seen in Aanand L Rai’s ‘Zero’, has been shooting for ‘Pathan’ which co-stars Deepika Padukone and apparently, John Abraham too.

Continue Reading

Lifestyle & Entertainment

SONU BREAKS SILENCE ON IT RAID CONTROVERSY

Published

on

MUMBAI: After tax raids took place at his offices in Mumbai a few days ago, actor Sonu Sood has now finally reacted to the ongoing controversy.

Sonu has been providing assistance to those in need amid the ongoing pandemic through his charitable trust. On Monday, he posted a statement on his social media handles. “You don’t always have to tell your side of the story. Time will. I have pledged myself to the service of the people of India with all my strength and heart. Every rupee in my foundation is awaiting its turn to save a precious life and reach the needy,” the post read.

He also shared that on many occasions, he has “encouraged brands to donate my endorsement fees for humanitarian causes too, which keeps us going.”

“I have been busy attending to a few guests hence was unable to be at your service, for the last 4 days. Here I am back again in all humility. At your humble service, for life,” the statement concluded.

According to Income Tax Department, Sonu and his associates were involved in Rs 20 crore tax evasion and violation of Foreign Contribution Regulation Act (FCRA) while raising funds from abroad. 

Continue Reading

Lifestyle & Entertainment

TAAPSEE’S ‘RASHMI ROCKET’ TO RELEASE THIS DUSSEHRA

Published

on

MUMBAI: The makers of the much-awaited Taapsee Pannu-starrer ‘Rashmi Rocket’ have finally announced that the film will be released on October 15 on the OTT platform ZEE5.

On Monday, Taapsee shared the poster of the film along with the release date. The poster gives viewers a quick glimpse of the adrenaline-packed narrative, while Taapsee looks full of grit and determination. Along with it, she penned the caption, “Ye chunautiyon bhari race shuru ho chuki hai aur ab ravan dahan pe hi aake rukegi. Bahot kuch nasht karna hai Rashmi ko iss saal.” “Get ready to run with Rashmi in this race on and off the track. She will need you in this one. #RashmiRocket ready to take off on 15th October 2021 only on @zee5,” Taapsee added.

Following the story of a young girl, who hails from a small village but is blessed with an incredibly large gift, ‘Rashmi Rocket’ is directed by Akarsh Khurana. What seems like an athletic contest turns into her personal battle for respect, honour, and even her very identity.

Continue Reading

Lifestyle & Entertainment

SALMAN, KATRINA HEAD TO AUSTRIA TO SHOOT FOR ‘TIGER 3’

Published

on

MUMBAI: After Turkey and Russia, Bollywood stars Salman Khan and Katrina Kaif have headed to Austria on Monday to shoot for the international leg of their upcoming movie ‘Tiger 3’.

Salman and Katrina will perform some spectacular action sequences in places like Upper Austria, Salzkammergut, Dachstein Salzkammergut and finally in Vienna. Katrina also shared a video and a picture on her Instagram Story in which she can be seen travelling in Altaussee in Austria, with members of her crew. “Travelling in style with these cuties,” she wrote.

A source from Austria revealed, “’Tiger 3’ will present Austria like never before and Yash Raj Films’ is ensuring that they present the country in the most spectacular way possible. Salman and Katrina will shoot in some never-seen-before locales in the country. They are currently shooting in the areas like Upper Austria, Salzkammergut, Dachstein Salzkammergut where they are filming some intense action sequences for the film.”

Sharing about director Maneesh Sharma’s “grand vision”, the source added, “Maneesh Sharma has a grand vision for ‘Tiger 3’ and Austria presents a perfect backdrop to Tiger and Zoya’s journey and mission in the film. The country is vital to the plot and the screenplay of the film and Maneesh is going all out to shoot some of the most spectacular sequences of the film in Austria.”

Continue Reading

Lifestyle & Entertainment

FANS IN AWE OF TAAPSEE’S PHYSICAL TRANSFORMATION

Published

on

MUMBAI: Actress Taapsee Pannu strives to give her best in everything she does and proof of the fact is her recent Instagram post.

On Sunday, Taapsee on her Instagram shared a picture in which she is seen standing in a field with her well-toned back muscles visible in the photograph. “Bhaut sar pe chada rakha hai ise, kisi ki nhi sunti par khud ki sunti hai ….bahut badi baat hai.#TheCalmBeforeTheStorm,” she captioned the post.

The throwback picture appears to be taken during her training session for the upcoming film ‘Rashmi Rocket’, which revolves around the life of an athlete from Gujarat. Netizens have heaped praises on Taapsee for her “amazing” physical transformation for the role. “Mind-blowing transformation,” a fan commented. “Meri sun, body banwa de yaar,” actor and Taapsee’s close friend Abhilash Thapliyal quipped.

Directed by Akarsh Khurana, ‘Rashmi Rocket’ is expected to release on OTT soon.

Continue Reading

Trending