OUR USP IS TIMELESSNESS: ROHINI SINGH GUPTA, CO-FOUNDER, JUST CHIFFONS

Rohini Singh Gupta, Co-founder, Just Chiffons, recently joined NewsX for an interview as a part of NewsX India A-list. In the exclusive interview, she opened up about her brand Just Chiffons, the USP of her company and much more. Excerpts:

Speaking about her brand Just Chiffons, Rohini said, “Just Chiffons was started by my mother. She wanted to look for nice chiffons for herself in Indore. She could not find it in the market and so she thought she might as well design herself and started making a few. The relatives started coming in and said, ‘it looks so nice, give it to us,’ and that is how we traditionally started. Slowly and steadily, it has become a name in Indore and in India as well. “

Talking about her journey with the brand and how did she come on board, she reminisced, “I would accompany her in her errands the market and sit with her, the workers and just listen and observe. I also studied BSc so it was very different but I always have an interest in being with my mother all the time, when back home in Indore. I had that interest and slowly when I moved back to Indore after my studies, I started taking an even deeper interest. It came naturally sitting with her and talking about sarees and the colours, the designs. It came very naturally.”

When asked about the USP of Just Chiffons, “Basically, I feel our USP is timelessness. The chiffons are so versatile, yet classic. They can be worn over the period of time. It can be passed through generations. They are very elegant.”

Giving us an insight into the first exhibition of Just Chiffons and response over the years, she said “Over the years, initially people said, ‘oh this is back in fashion.’ We have actually revived it again and now they feel okay, it looks really nice. Another point is our price point. They are not that expensive and cost about 8 to 25 thousand, which is very much viable with everybody. The response has been really good. Since we have also launched our website last year and because of our Instagram and social media, it just come up. Slowly and steadily, we are gaining followers and are getting a lot of queries.”

Talking about the impact of Covid on Just Chiffons, she said, “Covid was obviously a shock for us. The first month, everything was cancelled. We didn’t know what to do but we have to look for the benefit of our artisans and our workers.”