Deepa Kumar, director, Yashram Lifestyle, provides Indian women with a simple solution as far as maternity wear is concerned…
Do you think the Indian retail market has completely missed the pregnancy wear segment?
Pregnancy wear is a very niche segment across the globe. In general, a woman gets pregnant about twice in her life time and pregnancy wear pretty much becomes useless to her when she’s not pregnant. But that doesn’t mean she doesn’t need to have comfortable clothing while she’s carrying a child, which is what we’re trying to address.
Why do women need special clothes when she’s pregnant?
The modern woman is no longer restricted to her house once she’s pregnant. She goes out to work, meets friends and even catches a movie. Some women work till the last minute as well. During this time, she needs to wear clothes that are developed in such a way that her pregnancy doesn’t become a hindrance. And it’s not about loose-fitting clothes because that makes her look odd, which is where our brand Morph comes in. We’ve developed garments that are stylish and developed specifically for pregnant women. We have jeans, tee shirts, salwar kurtas, sari blouses, petticoats that are cut in such a way that a pregnant woman can wear it the whole day, do her thing and yet be comfortable. And these clothes are meant to come handy even after she’s delivered.
Tell us a bit more about the Indian segment in your collection?
Ironically, no brand in India has focused on Indian pregnancy wear. And we felt the need to do something about that gap. We’ve got maternity salwars that has a combination of drawstring and elastic to ensure comfort and we have also used better fabric to reduce itchiness. In fact, our salwar is a patent-pending design. We’ve also designed kurta and dupattas where there is a button on the kameez and a loop on the dupatta where one can just cover the belly easily with the dupatta and fasten it without having to use pins. Even the churidar we’ve designed is cut for a pregnant woman — so it’s not tight at the belly but fits snugly and retains the usual shape elsewhere.
You also have something called the anti-electromagnetic radiation belt — please tell us about it?
The belt protects the baby from electromagnetic radiation, the sources of which are laptops, mobile phones, computers etc. This belt can be worn inside or outside one’s clothes. Given that working women are always using some gadget or the other, this belt is quite handy.
What are some of the other special features of Morph’s designs?
One of our most important features is that our tops come with discreet nursing options. And the nursing garments come with a special layer of leak proof fabric to avoid embarrassment. This design too is patent-pending.
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