Weaving innovation into fabric of traditional wear

With prices ranging from Rs 1,500 to over two lakh rupees, RmKV caters to a vast clientele with a reputation of being both trendy and trust-worthy. How does RmKV manage to stay traditional and yet relevant in today’s world of fast changing tastes and buying habits, we ask K Sivakumar, managing director, RmKV Silks.   

“Every bride wants to be uniquely dressed, in terms of colour, design and quality, and we understand that, which is why we are able to stay on top of the game,” says Sivakumar, in an interaction at DT Next. 

How did the quiet, Tirunelveli-origin family manage to reboot the urban shopper’s mind-set? Sivakumar – he is so soft-spoken that if a message alert notification pings on your cell, you might miss hearing his words—laughs gently. “As a handloom company, we have made it our business to know every aspect of the business, from seri-culture to yarn twisting,” he says. This has helped RmKV produce sarees that last decades. The ancient house boasts a mix of designers both old-world and modern, helping the firm stay true to its mantra of innovation. 

RmKV indeed redesigned the silk saree industry in the state with the introduction of their famous Hamsa Damayanthi saree, which had the unmistakable Raja Ravi Varma’s Damayanthi motifs in the pallu. It followed it up with the 50,000 colour silk saree, the reversible saree and the Lino Light saree among others. When it launched the Bridal Seven sarees, it was a complete coup, and a hard-to-resist bridal package for all the seven important events when a bride sports a new silk saree. Today, the company even offers colour-coordinating consultants for bride and groom. They can advise, ideate, mix and match and offer solutions. 

RmKV was the first to open a showroom in a mall. Sivakumar says they decided to do so, “to connect with the youngsters.” Once again, the innovation has turned out to be a good business strategy, but the company is not done with its innovation. It plans to take its ‘Srinika’ scheme forward. “The focus here is to offer kurtis and other clothes that the younger generation is looking for. We want to take our silk equity beyond sarees and cater to what is current, without losing touch with tradition,” says Sivakumar. 

It is not surprising therefore that their website is vibrant and updated constantly. Or that they do Skype calls with customers. When asked how big they were on e-commerce portals, the MD says they are ever-ready for the next-gen.