The frenzied exuberance of consumer culture proved timely. Paul played out the supply and demand equation, using artful witticism, setting up a chic store in a distant suburb of Delhi, putting out a red carpet that drove ' Punjabi Phenji and Bombay bhabhis' who sought snob appeal in their everyday ensembles. Nurturing a hysterical clamour for his 'range' he ingeniously designed India's first fashion show, launched the first 'designer media campaign' and started retailing through the hereto unexplored 'store in store format' –a brand was born between the sheer genius of marketing and myriad motifs.
The nineties saw Satya Paul renounce his own magic mantra, signing off with great dignity. 2001 saw two bankers and Satya Paul's extremely talented son Puneet Nanda give the brand a fashionable renaissance. Sharing a clear mandate of corporatisation they jointly cultivated design ethos and branding strategies.
This corporate fruition saw a rapacious design team, supported by structured funding and swift development of flagship stores – once again a timely start as it coincided with India's timely retail revolution. The perfect marriage between economics and ergonomics Satya Paul benchmarked the way commerce and creativity handshakes.
With the epicenter of chic was gravitating eastward, Sanjay Kapoor MD and partner Jyoti Nirula chased trade events and exhibitions until they got their first big break at Dubai Duty Free.
As summer sparkled in India with the second edition of fashion week Satya Paul showcased contemporary shades and silhouettes, stealing the stoplight, a temporal translation occurred! Satya Paul made a style statement! Soft selling was department of CEO Nalini Gupta who worked a defined trajectory as Sanjay worked the media quotient and finances, Jyoti operations logistics and Puneet continued answering the creative call- a seamless synergy between that resulted into pegging this as India's largest designer wear company.
The focus of Corporate Team is visible from their business profile to their factory floor. Coupled with a team synergy- this company's vision and values stems from the quality and effectively built into their creative structure.

Images The Wordsmiths