July 11, 2013: Yash Raj Films, the production house known for churning out hits after hits in Bollywood is all set to launch its own Bollywood inspired fashion brand Diva’ni. YRF would be launching saris under the Diva’ni brand. Saris have always been an integral part of Yash Chopra Films from Silsila to Jab Tak Hai Jahaan and now YRF is moving one step ahead by launching merchandise under this new brand name.
Diva’ni brand would be launched by YRF in partnership with Delhi Based Karol Bagh Saree house. Speaking about the launch of Diva’ni brand, Rohit Sobti, VP-Licensing and Merchandising at YRF said, “We have been looking at the apparel category for some time now as a part of the licensing and merchandising business under YRF umbrella and Brand Diva’ni will be the first one to be launched towards the end of this year,”
The Indian ethnic wear market is estimated to be more than Rs.56,000 crores and Diva’ni would be trying to make maximum impact in this market 70 per cent of which is dominated by women wear. Diva’ni which would be an aspirational brand would be a marriage between cinema and fashion and the hand made and hand woven products under this brand name would be available in the price range of Rs.5,000 to Rs. 10 lakh.
YRF and Karol Bagh Saree house has plans to start four exclusive stores this year and they have plans to open stores in Middle East, Singapore, US, UK and places where the presence of Indians and bollywood films is strong. The promoters of the brand would not only be selling Diva’ni brand of ethnic wear but would also be using in the movies that YRF produces.