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.
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APPLAUSE ENTERTAINMENT BEGINS 2022 WITH A HAT-TRICK OF SHOW RELEASES IN JANUARY
Applause Entertainment has kick-started 2022 on a high note, with two back-to-back show releases. The Sameer Nair-headed content studio of the Aditya Birla Group started the year with a bang with ‘Kaun Banegi Shikharwati’ streaming on Zee5 and ‘Humble Politiciann Nograj’ streaming on Voot Select.
Now, Applause Entertainment is all set to score a hat-trick with Mohit Raina-fronted ‘Bhaukaal Season 2’, streaming on MX Player.
Interestingly, Bhaukaal Season 2 is Applause Entertainment’s 30th release since its inception, it is 10th offering on MX Player and also its seventh show to boast of a second season. The first season of ‘Bhaukaal’, which was released in early 2020, became a huge hit for its hard-hitting storyline based on a real-life super cop, Navniet Sekera. The second season of the show revolves around how this police officer in Muzaffarnagar, UP, busts the Dedha gang and brings law, order and peace to the region.
What makes this feat even more commendable is that Team Applause is constantly exploring different genres with every show. ‘Kaun Banegi Shikharwati’ produced in association with Emmay Entertainment, streaming on Zee5, is a story of a royal dysfunctional family featuring an ensemble of fantastic actors like Naseeruddin Shah, Lara Dutta, Soha Ali Khan, Kritika Karma, Anya Singh and Raghubir Yadav. The political satire, ‘Humble Politiciann Nograj’ produced in association with Firstaction Studios and Danish Sait, streaming on Voot Select, takes ahead the 2018 film with a new story running into 10 episodes. ‘Bhaukaal Season 2’ produced by Applause Entertainment in association with Baweja Studios Production has been eagerly awaited by the audience ever since it was announced post the release of its first outing.
DEEPIKA, ANANYA & SIDDHANT STARRER ‘GEHRAIYAAN’ TRAILER OUT NOW
MUMBAI: Directed by Shakun Batra, Amazon Original Movie ‘Gehraiyaan’ stars Deepika Padukone, Siddhant Chaturvedi, Ananya Panday, Dhairya Karwa as leads along with Naseeruddin Shah and Rajat Kapur in pivotal roles.
Gehraiyaan will have its World Premiere on Amazon Prime Video across more than 240 countries and territories on 11 February 2022. Directed by the very talented Shakun Batra, Gehraiyaan is a relationship drama that looks beneath the surface of complex modern relationships, adulting, letting go and taking control of ones’ life path.
Speaking about the film, Deepika Padukone said, “Alisha, my character in Gehraiyaan is extremely close to my heart and certainly one of the most challenging characters I have portrayed on screen. I am grateful to have had the opportunity to play a role that was fun and challenging at the same time.”
Ananya Panday said, “Shooting with the wonderful cast and crew of Gehraiyaan has been an absolute high point for me and I never wanted the shoot to end! There’s a certain realness to the story of Gehraiyaan; while the film dives into the complexity of relationships it also talks about the thrill of being in love, of discovering oneself and charting ones’ path.”
ALIA BHATT CLOTHES THE NEEDY
NEW DELHI: Pretty Bollywood actress Alia Bhatt, who will soon be seen in S Rajamouli’s magnum opus ‘RRR’, is now giving back to the community through a new initiative. She launched Ed-a-Mamma, a conscious clothing brand for kids, a while back and has now kicked off a ‘Buy1Give1’ initiative, which will provide basic clothing for underprivileged children. For this initiative, every purchase made on their website will be matched with a garment donated by Ed-a-Mamma for a child in need. Ed-a-Mamma has partnered with Goonj – a renowned NGO working across India that focuses on clothing as a basic, yet unaddressed need. Alia Bhatt said, “With Ed-a-Mamma, I set out to create a world that nurtures in children, a love of nature. Knowing full well that they will look after what they love. The Buy1Get1 initiative will be used to gift garments to children in need and we hope to make kids understand the joy of sharing with people who are less fortunate.”So while the actress’ career is flying high and she is busy with numerous films, Alia has not forgotten those in need.
SIDDHANT BRINGS A LUXURIOUS HARLEY DAVIDSON HOME
MUMBAI: Actor Siddhant Chaturvedi recently brought home a luxurious Harley Davidson Sportster S, making him the first person in India to have the bike.
The ‘Gehraiyaan’ actor took to his social media to share the news of the same with his fans and followers. The actor, who rose to fame with MC Sher from Gully Boy, has certainly come a long way in the matter of just 3 years, which is a rather remarkable feat.
On the work front, Siddhant is currently gearing up for Shakun Batra’s next ‘Gehraiyaan’. He also has ‘Phone Booth’, ‘Yudhra’ and ‘Kho Gaye Hum Kahan’ in the pipeline.
SONAL CHAUHAN TO PLAY LEAD IN AKKINENI NAGARJUNA’S THE GHOST
MUMBAI: Akkineni Nagarjuna’s ‘The Ghost’ is a much-anticipated film ever since its announcement. Earlier it was said that the Bollywood star, Jacqueline Fernandez was cast for the film however, the word on the block is that the talented Sonal Chauhan will be playing the lead opposite Nagarjuna instead of Jacqueline.
That’s right, Sonal Chauhan fans are in for a treat as they get to see their favourite actress on the silver screen. A source close to the film said “Makers felt Sonal Chauhan was the best fit for the lead role opposite Nagarjuna in ‘The Ghost’. They felt both the actors Sonal and Nagarjuna would make for a fine on-screen pair and that’s when they approached her. The two are definitely going to portray some great chemistry in the film.”
SALMAN TO FEATURE IN GURU RANDHAWA’S NEW SONG
MUMBAI: Superstar Salman Khan will be seen flaunting his acting skills in singer Guru Randhawa’s new song ‘Main Chala’.
Female vocals of the track have been lent by Lulia Vantur, and the female artist who will be featuring alongside Salman is Pragya Jaiswal. On Tuesday, Guru Randhawa took to Instagram and shared the update with his fans.
“Love will be in air with #MainChala! Song releasing on 22nd January. Stay Tuned,” he wrote.
He tagged Salman Khan and Pragya in the comments. Produced by Salma Khan, the romantic track will be out on January 22.
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