VISMAY

Entering the retail industry in the year 2014 under the legacy of Novelty Textiles (established in 1987), Vismay has grown into a premium Indian ethnic wear brand known for bringing everyday elegance to modern women's wardrobes.

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Rooted in tradition yet driven by modern aesthetics, Vismay has carved a niche for itself among women who seek refined, versatile fashion that effortlessly transitions from daily wear to special occasions. With a strong focus on consistent innovation evident in its weekly design launches, the brand caters primarily to women aged 25 to 45 from Tier 1 and Tier 2 cities. Vismay’s product portfolio includes kurtis, premium kurti-bottom sets under its ‘Mirai’ line, and breathable, well-crafted lingerie through ‘Vismay Intimates.’ At its core, the brand’s mission is to empower women with accessible, high-quality ethnic wear while nurturing a deeper connection to culture, confidence, and community.

Product & Strategy Innovations

‘New Designs Every Week’ Model: Vismay launches a minimum of 7 fresh styles each week, totaling over 40 new designs every month. Unlike adapting to seasonal collections, their year-round collections approach keeps the offering consistently updated. This steady stream of new arrivals not only differentiates the brand in its crowded competition but also builds strong customer loyalty.

90-Day Rule: Backed by strong data insights, Vismay discovered that styles achieving over 75% sell-through typically do so within the first 30 days. This led to the formulation of its 90-day inventory rule, a dynamic approach to keeping merchandise fresh and agile.