Lina Tipnis belongs to that band of designers that
has steadily climbed the ladder of success with hard
work and a disciplined business sense. Lina began
her career by designing in 1987 for her retail outlet
at the Oberoi, Mumbai. She is candid about her lack
of professional training when she says," I have had
no formal training in designing. I am fortunate to
have an inborn desire to create garments"
After having retailed for 5 years, the next logical
step was wholesaling. In 1992, her label sold Indian
semi formal and fusion co-ordinates to select stores
in India and abroad. In 1997, she launched her label
Linarika that is now sold in over 30 stores in India
as well as the U.K., Southeast Africa and the Middle
East. While the Indian semi-formals are marketed through
these outlets, the fusion lines with a very international
flavour are aimed at the European markets. Today,
the label has a loyal customer base amongst its target
audience profile.
In 1997, Lina was invited to showcase her collection
at one of the world's largest and most prestigious
garment fair- CPD (Collection Premieren Dusseldorf)
hosted by the IGEDO Company. Her collection received
an overwhelming response.
Ever since then, Lina has been successfully exporting
her fusion lines to stores in Europe. The fusion lines
which are available across Europe are simultaneously
sold in India through stores like Melange in Mumbai,
Ffolio in Bangalore and Chennai, Ensemble and Kaaya
in New Delhi and Elahe in Hyderabad. While her much
in demand ethnic prêt lines are sold at Piramyd, KBN,
Kala Niketan, Roop Kala, Eternia in Mumbai besides
stores in Ahmedabad, Hyderabad, Bangalore, New Delhi,
Chennai and Pune.
With the philosophy of 'less is more', her garments
are essentially minimalistic ensembles that are modern
and simple. Emphasis has always been on engineering
and wearability. Working on natural fibres has been
Lina's forte. The reason for her success is her capability
of having her finger on the pulse of consumer's needs
and her ability to compromise with the ever-fluctuating
trends of the highly volatile fashion industry. Lina
has stabilised in the fashion business by moving into
both genres of styling. That is her formula for success
besides her marketing and promotional skills.
Lina Tipnis has been exploring fusion couture for
some Dhamaal now, and has arrived at a look, which
combines classic elegance with a soft sensuality.
She has also used fashion for a cause. Post the Kargil
war; she initiated a program with Mélange wherein
she roped in other designers to sell garments at 50%
discount off the regular price. All the proceeds were
given to the Kargil fund.
Lina is also a consultant to the Raymond group for
setting up of their designer stores selling Prêt.
Over the years, Lina has noticed that customers have
no loyalty for stores but there is a gradual evidence
of designer loyalty building up. Hence, prices have
to be constant across stores. Also, she is very keen
to work in collaboration with other designers to nurture
the fashion business and give it industry status.
"The market is very large and there's room for everyone.
Designers must first work towards increasing fashion
consciousness collectively and then create brand loyalties.
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