Internship Report by mahawarlakshay

Industry Internship Report House of Masaba Submitted in fulfillment of the academic requirement of BACHELOR OF DESIGN DEPARTMENT OF TEXTILE DESIGN

2016-2020 Student : Lakshay Mahawar Faculty Guide : Mr. Niteen Rangdal

NATINAL INSTITUTE OF FASHION TECHNOLOGY MUMBAI

a c k n o w l e d g m e n t I would like to express my humble gratitude to Ms. Masaba Gupta for giving me an opportunity to work at her esteemed organisation â&#x20AC;&#x201C; House of Masaba as an academic part. I would also like to thank Ms. Sanjana Reddy, my Industry Mentor for her constant guidance and support throughout the course of my internship at the organisation. Without her co-operation and constant encouragement this project would not have been possible. I would like to extend my thanks to Mr Niteen Rangdal , Faculty Mentor for all his support and help in guiding me through this journey. I would also like to show deep gratitude toward my colleagues at the organisation for their constant encouragement and guidance in developing my skills till the completion of my project. I would also like to thank the entire staff at House of Masaba for making me feel welcome and a part of the team. Lakshay Mahawar BD/16/394

p r e f a c e This document is an attempt to present my work at House of Masaba Lifestyle Pvt. Ltd. Founded by one of the most influential fashion icons in India, Masaba Gupta. She made her debut in 2009 - Lakme Fashion Week at Gen-Next and started her entrepreneurial journey the following year. Masaba Gupta has been redefining the shape of the fashion industry ever since. The main purpose of the industry internship was to develop an understanding of the structural and functional constituents of the selected organization, while learning to adapt to real industry experiences. This was to be achieved by undertaking practical projects assigned by the chosen company. This document is a reflection on my understanding of the through and through functions at House of Masaba. It includes the company profile, organizational structure, infrastructure, product range, materials and manufacturing process, design management and quality control. Each department has been explained briefly but precisely. In overview this internship has been an excellent and rewarding experience. It has opened multiple doors for my future. The two month I spent interning at House of Masaba gave me an excellent opportunity to build networks within the Industry. I will forever be grateful to Masaba Gupta for teaching me the essence of perseverance and time management.

HOUSE OF

Company Profile -Unique Selling Proposition  -Youth Influencer -Social Media Presence  Organisation Structure  Infrastructure Product Range Collaborations Design Process Production Process Costing Customer Demographic  Approachability Corporate Social Responsibilty Projects SWOT Analysis Learning Outcome Conclusion Reference

CONTENTS

I N R O D U C T I O N

This document is an attempt to present my work This document is a reflection on my understanding at House of Masaba LifestyleNPvt. Ltd. founded by of the functions at House of Masaba. It includes one of the most influential fashion icons in India, the company profile, organizational structure, Masaba Gupta. She made her debut in 2009 - infrastructure, Lakme Fashion Week at Gen-Next and started her manufacturing

product process,

range, design

materials

and

management

entrepreneurial journey the following year. Masaba and quality control. Each department has been Gupta has been redefining the shape of the fashion explained briefly but precisely. industry ever since. The main purpose of the industry In overview this internship has been an excellent internship was to develop an understanding of and rewarding experience. It has helped me to the structural and functional constituents of the understand what all it takes behind one print until selected organization, while learning to adapt to its final outcome. The two month I spent interning at real industry experiences. This was to be achieved House of Masaba gave me an excellent opportunity by undertaking practical projects assigned by the to build networks within the Industry. I will forever chosen company.

be grateful to Masaba Gupta for teaching me the essence of perseverance and time management.

C O M P A N Y

P R O F I L E

House of Masaba Lifestyle Pvt. Ltd. is an eponymous also through voicing her opinions on matters like brand launched by Masaba Gupta after starting racism against dark skinned girls in India. Born to her diverse and eccentric collection through West-Indies cricketer Vivian Richards and actress â&#x20AC;&#x2DC;Masabaâ&#x20AC;&#x2122; at the Gen-Next at the Lakme Fashion Neena Gupta, she never let the stigma of being Week in 2009. The private limited was then registered raised by a single-parent affect her. on the 9th of September, 2014. It is classified as a Masaba Gupta is known for giving Sarees and new non-government establishment and is registered at look. Her distinctive ideologies have worked their the Registrar of Companies, Mumbai.

way into traditional wear. She was the first designer

Masaba Gupta is one of the most influential fashion to use Denim and create a deconstructed saree icon in India and has been redefining the face of for the actress Sonam Kapoor. The label does not the fashion industry ever since her debut at the age restrict its creative thinking to clothes but extends of 20. Her forte is to merge traditional sensibilities its proves in design to accessories. They have used while keeping the modern context alive. She has the quirky prints in categories like phone covers, made a place for herself in the industry not only laptop skins, pop sockets, bags, notepads etcetera. through her outstanding design sensibilities but

u n i q u e s e l l i n g p r o p o s i t i o n

The label has worked extensively with prints and has the ability to turn everyday mundane objects into quirky motifs with a versatile range of silhouettes. This has been the strongest USP of the label and has also turned into huge trends throughout the country. The label calls itself a diffusion line that caters to women of all ages. It aims at producing silhouettes that are simple, no-fuss, commercially viable but also a product of high fashion.

y o u t h i n f l u e n c e r Masaba Gupta is the youngest designer to be featured on the cover of India Today magazine. Her clothing and approach to outfits have influenced many women to embrace their different body types and skin colour. She was the youngest and only designer to be featured in Forbes Magazines 30 under 30 issue in 2017.

s o c i a l

m e d i a

p r e s e n c e

Masaba is the youngest and the most followed

2015, thereby creating new trends for many

designers on social media. At the age of

fellow designers. Collaborating with Touch,

30, Masaba Gupta has 806K followers on

Masaba was the worlds first designer to

Instagram looking up to her every day. Where

create a shoppable Mannequin Challenge.

as the Label House of Masaba has garnered

The label also maintains an e-commerce

the interest of 372K followers too. She was

website with updated collections of Apparel

the first designer to start an Instagram show

and Accessories.

for her Lakme Fashion Week collection in

o r g a n i z a t i o n a l

s t r u c t u r e

At house of Masaba the organisational

design, accounts, marketing, merchandising

structure is balanced. Everyone from the

and production department. Masaba Gupta

director to the tailors work together as a unit.

has always believed uplifting and encouraging

The organisation was founded by Masaba

youth and to aspire them to achieve their

Gupta who also happens to be the director

dreams.

of the firm.

Every season the organisation gives few students

Every department has a team of its own for

to intern and learn the ropes of how the fashion

better and smooth functioning including the

industry works.

d e s i g n d e p a r t m e n t MASABA GUPTA FOUNDER & DIRECTOR

SACHIN GUJRAL GENERAL MANAGER

YUVRAJ SATRE ACCOUNTS HEAD

SANJANA REDDY CREATIVE HEAD

SAGAR CHABBRA

ROOHI RAJAPKAR

SWAPNA SIHOTE

TORAL PAREKH

CEO BUSINESS HEAD

DESIGN HEAD

YASHMITA BASWANA

TEXTILE DESIGNER

MERCHANDISER HEAD

AASHNA MUKHERJEE

ASSISTANT DESIGNER

PRAGYA JAIN

HUMAN RESOURCES HEAD

ASSISTANT MERCHANDISER

SAKSHI THEURKAR ASSISTANT DESIGNER

SAMEER SAWAT 22 INVENTORY

APARNA

MARKETING HEAD

VISHAKHA UPADHYAY HEAD GRAPHIC DESIGNER

AISHWARYA TAYDE FABRIC MERHANDISER

SANTOSH INVENTORY

p r o d u c t i o n d e p a r t m e n t MASABA GUPTA FOUNDER & DIRECTOR

ARVIND SHARMA PRODUCTION HEAD

VAMA ASHER

PRODUCTION MANAGER

SAMPLE COORDINATOR

DISHA MAKHWANA

PRIYANKA JOSEPH

PRODUCTION COORDINATOR

ASSISTANT SAMPLE COORDINATOR

AAFREEN MERCHANT

ASSISTANT PRODUCTION COORDINATOR

Mourya House - Masabaâ&#x20AC;&#x2122;s Office 24

The label House of Masaba houses its head quarters in

Junction, Autumn Bar and Bistro, The little white door ,

Mumbai, Maharashtra. It is located right in the middle of

Pi- Bar and Kitchen and many more. The area is a

thebusy suburbs at 401,Morya House, off New Link Road,

combination of bustling streets, Street food and high

Andheri West.

end dining opportunities.

The design house is situated in one of the most sought

The interior of the organization is a reflection of what

after localities, surrounded by production houses, film

the brand stands for. From Marbled floors to pastel pink

studios like Yash Raj film studios, Balaji, Mukta studios,

walls, it showcases the true spirit behind Masaba.

T-series and talent agencies like KWAN Entertainment. The

The organization is spread across the entire fourth floor

headquarters are housed in Morya House, a commercial

at Morya House. Divided into two sections, One side

complex built by the Morya Group Builders & Developers.

houses the Sample Production unit where as the other is

Apart from the offices that vicinty, the design house was

the design studio.

also surrounded by a number of eateries like Glocal

The sample production unit also houses the accounts team as well as the marketing team. Initially

wide

open

space

used

accommodate 11 sewing machines, 3 pattern cutting tables equipped with 3 heavy duty steam irons. The unit also has the facility of 2 over locking machines. A flexible adda is placed in the corner of the room next to a table provided for the Khaka master. Each pattern making table has a basket underneath it to store cut fabric pieces before they go for stitching. There are 6 dress forms in the unit to facilitate draping.

Sampling Rack in the Sampling Studio

The accounts team has their own cubical installed with 5 desktops for each personnel. Another section of this unit is equipped for the HR Head and the marketing team complete with 2 macintosh desktops and colour printers. The business head has his own personal office at the end of this unit. Moving over to the design unit, the first thing that one comes across is Masabaâ&#x20AC;&#x2122;s office, a waiting bench right outside it. Further in the unit is the design studio, it has tables attached to three walls with storage spaces below them. A white high table graces the centre of the room, 5 soft boards have been put up on walls across the room. 2 macintosh desktops have been provided to the assistant designers

facilitate

immaculate

development.

A pastel pink dining table is situated right outside this room for lunch hours. A functional kitchen fully equipped with a microwave, refrigerator, water dispenser and utensils is provided to all the employees. The entire setup has 2 washrooms for men and women respectively.

Masabaâ&#x20AC;&#x2122;s Cabin

Michael Masterji

Patterns for samples

Khaka artist: Akbar 28

Zardosi artist: Maqsood

The sample production unit also houses the accounts team as well as the marketing team. Initially it is wide open space used to accommodate 11 sewing machines, 3 pattern cutting tables equipped with 3 heavy duty steam irons. The unit also has the facility of 2 over locking machines. A flexible adda is placed in the corner of the room next to a table provided for the Khaka master. Each pattern making table has a basket underneath it to store cut fabric pieces before they go for stitching. There are 6 dress forms in the unit to facilitate draping.

p r o d u c t

r a n g e

The label works extensively with prints. It converts everyday mundane objects into quirky and vibrant motifs. Masaba has made prints out of unexpected objects like a camera, candy, fan, cow, palm, corn et cetera. She is vastly experimental but still the pioneer of prints in the Indian fashion Industry. Through the simple and no-fuss silhouettes the label wants to cater to women of all generations. House of Masaba aims at making every woman feel comfortable in her own body yet still look fashion forward.

Fusion Wear Ruffled Off shoulder

Till date the label has released the following products CLOTHING Indian Wear Kurtas Tops Bottoms Dresses Sarees Jackets Blazers ACCESSORIES Notebooks Phone covers Laptop skins Socks Travel pillows Vanity cases Pop sockets Recently on 22nf july’19 Masaba launched her collaboration with Nykaa ‘ Masaba by Nykaa’ which introduced her line of lipsticks and nail polish ‘ lips and tips’ for every Indian skin tone. 31

Ethnic Wear Saree

Apart from her regular fusion sets, Indian and Ready to Wear looks, Masaba Gupta Launched her first cruise collection in 2017. The cruise collection was launched in collaboration with Lexus and was her first off-sit show on an actual floating restaurant. From designing the first denim deconstruct-ed saree to preparing a Cannes outfit for Sonam Kapoor in three days, Masaba Gupta forgoes predictability at every step..

MASABA x TRIBAL Jewellery Collection 33

c o l l a b o r a t i o n s

Masaba X Ekaya Masaba X Titan Bridal Masaba X Amrapali Masaba X Nykaa Beauty Masaba X Game of Thrones Masaba by Nykaa

UPCOMING: Masaba X Puma Masaba X United Nations Masaba X Rhea Kapoor

2017:

2016:

2015:

Masaba X Maybelline

Masaba X Fitbit

Masaba X Clinique

Masaba X Titan Raga

Masaba X Magic Fairy

Masaba X Tata Nano

Masaba X Koovs

Masaba X FabAlley

Masaba X Fiama

Masaba X Oppo

Masaba X Budweiser

Masaba X Disney

d e s i g n p r o c e s s

The label launches a new collection during Spring/ Summer

and

Autumn/Winter

almost

every

year.

House of Masaba is known for its festive as well as Pret ( ready to wear ) silhouettes. Every season the label does research and ideation on a particular theme for their collection. This is done keeping in mind the spirit behind the brand and main essence of it. Any theme chosen is then set and manipulated according to the brands ideology. Everyone from the business head, production team, design team and marketing team together finalise a theme for the season. Thus starts the design process. Theme boards, colour palettes, references are developed for both Festive and Pret sepa-rately. 36

After getting a clearer picture the Textile Designers at the firm take up the job of print development for the label. The Fashion Designers focus on the eccentric silhouettes that Masaba is known for. Both the teams together pair the prints with the silhouettes. Over the years after its inception the label has also started incorporating embroidered pieces. Some are done by combining both the prints as well as embroideries. The fabric merchandiser at the label is responsible for organising strike-offs of all the prints on two to four varieties of fabric each before final approval.

SOURCING The different fabrics used at the organization till date are : • Cotton

• Chiffon

• Poly Crepe

• Georgette • Habutai Silk

•

Natural Crepe • Modal

• Kirti Chanderi

• Denim

• Rasgulla Crepe • Satin

• Malmari

• Cotton for Lining• Organza

• Mul

• Chanderi

• Rapier Cotton

• Linen

The label has various sources from which it acquires the fabrics used in its production process. The following are the few vendors that the label has come to depend upon in the past few years : Natural Crepe Vendors

ARP Tex

F.Fab

• Silky Fashions

• Habutai

• Kirti Chanderi

• Usha Enterprises

• Chanderi

• Sagar Exports

• Pure Crepe

• Gokul Tex

• Organza

Sanket Agencies Surat

Rahi Exports

• Poly crepe

• Perforated Knit

• Natural Crepe

• Denim

• Chiffon

The label has always had easy access to various markets nearby. This comes as a perk of being situated in the fashion capital of the country. Manish Market, Lokhandwala, Santacruz, Khar, Bandra are few of the markets that the organisation sources from. Houseof Masaba is widely known for its fantastic prints.

The

techniques and

Khadi

label like

uses

digital

printing.

For

variety

printing, all

printing

Foil

printing

these

processes

they have acquired and put their confidence in their fixed vendors. A couple of fabrics need to be dyed before they are setup for printing. The vendors for the printing processes are: Khadi Printer • Shakir Ali - Saki Naka, Mumbai Digital Printing: • Digitex - Shrinivas Dahisar, Mumbai. • Chirag Punjabi Surat.

Once the fabric and print selection is done each silhouette is made as a muslin fit first. The nitty gritties of the style are fixed at this stage before the final sample construction. It is mandatory for the company to maintain minimum 15 metres of selected fabric during the time of production until the drop of collection to maintain the inventory for the production purpose

p r o d u c t i o n p r o c e s s

After the design process is production usually takes place complete, the production unit

the

Labels

production

takes charge of the collection. house in Goregaon, Mumbai. The designers carefully explain Each

article

clothing

all the details of each style to has been given a special the production manager. Tech tag

after

production.

packs or sample sheets are house of Masaba the aim is made for each style before to help women feel confident. the collection is handed over. Some of the care tags are Each tech pack is attached to ‘someone loves you’, ‘one of a the accurate consumption of kind’, ‘you matter’, ‘beauty is not fabric and put into separate a size’. The brand cares for all packets. This makes the work flow easier and helps fasten the production process. Each collection has its samples made at Morya House itself where as the large scale

its customers equally.

Certain pieces are custom made for celebrities on occasions. These celebrity styles are later launched in upcoming collections. Most of the pieces worn by these famous faces usually sell like hot cakes. Some of the iconic celebrity collaborations

have

been

with

Sonam

Kapoor, Alia Bhatt, Kareena Kapoor Khan, Shilpa Shetty, Aishwarya Rai and many more All Masaba stores have had the policy of providing 100 percent honest services to their customers. Size being no restrictions, the stores customise clothing for every single one of their clients.

Stocks to all stores Mumbai, Pune, Hyderabad, Delhi and Gurugram is sent from the production house in Mumbai itself. The sampling unit is located along with the design office in Morya house , where the process like pattern cutting , draping , stitching , finishes and first quality in-spection is done. Once the prototype sample is made it is photographed in both day light and white light to know how the garment looks in different light source. Once the photography is done, the garments are approved my Masaba and then finalised. The production unit of Masaba is done in Goregaon unit , which is the actual pro-duction unit of Masaba brand.The pro-duction. Unit is controlled by Vama who has a workforce of 56 people including 34 karigars , 7 embroiders , 4 khaka makers , 5 inventory controllers and 6 filching and packing department employees. The final garments are sent directly to stores in a pack of 2 garments per style in every design. Along with it customisation orders are taken in stores and constructed. All the garments in

specific

style

are

tracked

merchandisers

keep

track of inventory.The whole garments in a collection are completed only 3.5 weeks prior to the launch of collection . The campaign shoots are done with prototype samples and it differs from production samples in terms of only the neck depth and width.

c o s t i n g Every product at the design house is priced in

consultation

while

designing

with

the

business

the

garment

team.

made

Even sure

that the style is commercial viable yet it looks like a high end product. The festive wear is priced higher than the Ready to wear looks. Garments

that

are

just

based

prints

are

comparatively cheaper than the ones involving both print and embroidery. The cost of each garment would include factors like: • Cost of the fabrics • Cost of dyeing that particular fabric • Cost of printing - Digital/Foil/Khadi • Costs of Cutting and Stitching - depends on an hourly rate • Cost of Embroidery materials • Cost of artisan doing the embroidery • Cost of trims if any were used- buttons, zippers, hooks et cetera After combing all these expenditures a fixed profit margin is added to the garment. 44

ouse of Masaba is a diffusion House of Masaba, this has line

launched

the

ace helped

the

organization

designer Masaba Gupta. She so read its reach amongst aims at creating fluid fashion for people. House of Masaba has women across all age groups. recently added menswear to its The purpose and aim behind collection - available only at the brand is to bring to people stores. In 2018 Masaba Gupta high fashion which is economical announced that soon she would viable as well. She came up with

start a kids wear collection too.

the idea of launching Masaba The silhouettes are designed Lite, a line that is comparatively lighter It

was

the

in such a way that a 55 year

pocket. old and a 25 year old woman

designed

aiming both wear the same kaftan and

teenagers who keep in mind look equally stunning. The ever their

pocket

money.

From

so Vibrant colour palette of the

grandmothers,

mothers

and

brand is one of the features

young

teenage

everyone

has

daughters that pulls customers towards

something

for the stores. House of Masaba is

themselves at the brand.

a shock of bright colours in the

Many

sea of Pastels.

celebrities

the have

Bollywood been

seen 45

c u s t o m e r d e m o g r a p h i c s

a p p r o a c h a b i l i t y Two

the

first

stores

were

Mumbai itself, where as they have slowly covered

The organisation is easily approachable through its

cities like Hyderabad, Pune, Gurugram and New Delhi.

e-commerce website - www. houseofmasaba.net, one

The store at Hyderabad also has an accompanying

of its six stores or through its affiliation brands like Aza

cafe

Fashions, Ogaan and Perniaâ&#x20AC;&#x2122;s pop up shop.Over the

called

the

Good

Cow

Cafe.

Even

the

cafe carries the spirit and aesthetic of Masaba.

years House of Masaba has built a family of eleven

A recent addition to the organisation was the store in

stores across India.

New Delhi. Each detail of the store, from the wallpaper to the door knobs was handpicked by the creative head as well as Masaba Gupta.

Masaba about

Gupta issues

has

always

body

been

shaming

outspoken

and

c o r p o r a t e s o c i a l r e s p o n s i b i l i t y

racism

against darker skin women. She has never been afraid

voice

her

opinion

such

matters.

Whether it is through Twitter or Instagram she has always taken up a stand on these matters. Through all her interviews Masaba has always promoted body positivity. In 2015 she appeared in a photoshoot by Vogue Magazine promoting body positivity. She was shot alongside actors like Malaika Arora and Huma Qureshi and spoke about loving yourself and your curves. The label was also a part of Fashion Joins Hands Against Breast Cancer. The event was hosted by the Ogaan Cancer Foundation and the Publication ELLE. Masaba Gupta participated alongside designers like Gaurav Gupta, Eina Allhuwalia, Estee Lauder and Forest Essentials. All the designer wear was priced below 5,000 enabling a wider audience to be a part and contribute to the initiative. This event also included a silent auction by brands like Gucci, Todâ&#x20AC;&#x2122;s, Louis Vuitton and Bvlgari. The event was held at the Taj Mahal Palace in New Delhi.

â&#x20AC;˘ AK-OK by Anamika Khanna

c o m p e t i t o r s House of Masaba is one of the top fashion brands of India because of that every other design house is their competition, whether it is Sabyasachi, Amit Aggarwal, Manish Arora, Falguni and Shane Peacock, etc. Their main competition is Anamika Khanna as they both have same style of work and their garments. Apart from this House of Masaba has making its statement since the beginning and in fashion world competition is growning day by day , still Masaba maintained to be one of the best fashion houses.

The aim behind this internship was grasping knowledge about the ins and outs and workings of the fashion industry. House of Masaba turned out to be the most appropriate organisation that could help me achieve this goal. I was trained and sensitised toward the industry for two months during the course of which i was handed small scale projects. Working on these projects alongside industry proffesionals was an eye opening opportunity.

p r o j e c t s

The two months felt like a learning mine and every project was full of opportunities.

w i t h

I worked for the design team throughout my period of internship. Initial stages I was focused on the Brand study to understand what Masaba as a band is whole about and to understand silhouette exploration done by the brand previously by referring to their catalogs, websites and other secondary resources. Performed competitor analysis by analyzing competitor products browsing their collections through websites and other secondary resources to understand the strength and weakness of Masaba as a brand compared to competitors. Once I had a better understanding of Masaba as a brand, I was focused on designing their Festive Collections, Ă utumn/WInter â&#x20AC;&#x2DC; 19 and Capsule Collection 49

1 . t h o u g h t

o n

t h o u g h t s

The first and foremost step of any design process is the selection of theme for the collection. The collection I was assigned to work on with the design team was Capsule Collection for Autumn/Winterâ&#x20AC;&#x2122;19. The sole idea of this collection was to showcase the side of House of Masaba what she has been known for, experimental, out of the box , etc. The brief I was given was to first go through what other team members are working on and to experiment with different textures and embroideries along with placing all the motifs onto the silhouttes to get a rought idea of what the collection would look like.

Silhouettes on which the print placement was supposed to be done 52

e m b r o i d e r y

e x p l o r a t i o n s

s e l e c t i o n

p r o c e s s

After explorations with prints are done and strike offs from respective printers are received, options for surface ornamentations are shown to Masaba for approvals. When strike offs are received, they are in a running form of 10-15 meters on different fabrics. In this collection fabrics used are ; habutai silk, crepe silk, natural crepe and organza. Acoordingly, collection are discussed thus paired with prints on a dummy for a clearer prespective.

u n i t e d

n a t i o n

x m a s a b a

u n i t e d n a t i o n s c a p s u l e c o l l e c t i o n

s w o t

a n a l y s i s

STRENGTH

WEAKNESS

• Availability of good quality products at cheaper

• Silhouettes are not mostly comfortable for bulky

rates

people.

• Acceptance of quirky silhouette by the customer

• Very bright colour palette might not suit Indian

due to USP of the brand. Brand is endorsement by

skin tone.

many of the Bollywood film stars which is inviting

• Lacks

more fashion followers to buy the garments.

behind

experimenting

new

Surface

development techniques.

• Unique prints

•

• The brand is widely accessible by people around

The production unit is around 50 kms away from sampling unit which is creating a lot of damaged

the globe due to active website and outlets .

pieces due to communication issues.

• The infrastructure is up to date and has access to many of the local

OPPORTUNITIES • .Can

experiment

THREAT new

surface

development

• Rainy season affects the printing process and

techniques and new fabrics.

cases delay in availability of fabric.

• Can try for newer colour palettes and softer tones.

• Easy adaptation of print knock offs as most of the

• Can launch a more pocket friendly garments when

print are digital prints.

compared to the competitor brands. 87

l e a r n i n g

o u t c o m e

During my eight week internship project, I have deeply with difficult situation like designs becoming a product that gained knowledge in the field of creating interesting cannot be practically achieved . The phase of designing artworks and motifs with small introduction of draping and

for handwoven products made me more vulnerable to

bias techniques . For me, it was a great opportunity to situation of achieving practical designs according to work under a well renowned brand to gain experience in brand philosophy. It was indeed moment to be cherished the field of

prints, production management and to get

exposure in the field of campaign shoot

always when my first design was approved by Masaba

which has a

and then added to the collection, following of which most

major impact on the label when in comes to social media

of my designs were approved. This phase continued for a

and public awareness.

longer period of time where I as becoming more practical

My first week of internship started with exploration of themes

while desingning.

that can be launched for the Autumn Winter collection of As a carry-forward work, the internship period under the brand. It was a great experience to work out of my Masaba Lifestyle has given me a chance to get more thought process and work for a brand and come up with

knowledge in production aspects of a design house,

interesting themes. The selection of theme was of great from production handling which extends towards fabric knowledge giving session for me because it gave me a procurement. deeper insight on how brands work for theme , what are

The working condition of House of Masaba was a great,

the factors they look forward while selecting theme.

which has introduced me to wide range of work . It has

Conversion of digital artwork and layouts into actual sized enabled me to work from scratch to bring out realistic khaka was a very happy moment moment as I could see designs. ideas becoming reality. This phase of internship provided me

r e f e r e n c e s

1. https://images.indulgexpress.com/uploads/user/ckeditor_images/article/2019/1/4/MASABA5.jpg 2. http://adesiflava.com/wp-content/uploads/2019/03/Masaba-Resort-wear-01.jpg 3. http://www.fdci.org/imagelibrary/membercollection//2120588204/big/1.jpg 4. http://gobeyondpink.com/userdata/beeps/Masaba-Guptas-Summer-Collection_v-1080x608.jpg 5. https://in.fashionnetwork.com/news/House-of-Masaba-to-open-flagship-store-in-Chennai,1039044.html#. XWQvOXuBPIV 6. https://spiderimg.amarujala.com/assets/images/2018/04/27/750x506/masaba_1524820310.jpeg