Babita Jain, CEO and Founder of The House of Prana

How will you introduce yourself to the world?

I am Babita Jain, a self-taught textile designer and an artist from Ahmedabad. I design exquisite fashion items in line with my brand’s aesthetic messaging. My creative style is abstract and I aim to evoke a therapeutic and emotional connection through my work. All the art designs in my collection have been exclusively created by me. Once created, they are also used as digital prints to create different lifestyle and home decor products like scarves, clothes, cushions, tablemats and trays. The main unique aspect of my art is the vibrant use of colours. Out of all the different approaches that already exist; my sense of colours sets my pieces apart from the rest available in the market. Prana is an Indian brand with global values that resonates with its audience and with unique concepts of hand-illustrated artworks and unique fashion accessories. Prana is contemplative yet dynamic, a brand that stimulates a conversation about aesthetics, wellbeing and optimal living. With 3 + years of experience in a luxury brand environment and 15 + experience in the garments sector as a whole I am a creative designer with an eye for commercial fashion and detail in product styling. I have completed my education from Lady Shriram College, Delhi in 1989. In my free time, I like to paint, cook and read. I also enjoy traveling to new places and learn about different cultures.

Tell our readers about your achievements till today.

I would like to begin talking about my achievements by being grateful for a beautiful, blessed, productive and creative life. I completely believe in manifestations and positive affirmations for any achievement. I had always prayed for a supportive family and after my marriage I was actually blessed with the same – I consider this as my best achievement (in my personal). On the corporate front, I wished to be a leader on helm of a ladies organisation, my determination and strong will power gave me the opportunity to lead FICCI FLO Ahmedabad chapter in 2019-20. This is an achievement which gave me a sense of great satisfaction and pride. My achievement has been my ability to analyse and realize my own strengths and weaknesses which led me towards my career path. The launch of The House of Prana in 2018 has been my biggest achievement so far. I am truly passionate about this and want to take it to great heights in near future.

Tell us about your start-up.

The House of Prana was launched in 2018. It was born from a simple idea of deep meditation. It is a lifestyle brand for the adventurous customer who wants both; colour and style in their life. The House of Prana stands for styles that are fluid and open to imagination. Our customer is independent, self- assured, has a unique trend-agnostic sense of style that is timeless. Moreover, India is undergoing a transformation; there is a hybridisation of the Indian culture. Indians are striving to find a balance between their cultural traditions and the changes which are the result of a global economy. It seems Indians have adopted the cultural hybridisation model in response to globalisation with a balanced mix of tradition and modernity. Keeping this in mind, I launched The House of Prana, a label with international sensibility that has Indian roots, yet contemporary. We believe in providing the Indian comfort with a touch of modern luxury and style in one wrap. Pure Silk, Peace Silk (Ahimsa silk), Georgette and Pashmina are a few fabrics in our library that speak the language of lustrousness. Our scarves are made for people of today with the roots of yesterday. Using Peace silk, as a luxury brand, our commitment is to respect the invisible connections and life forms that create our sustainable range of scarves. The House of Prana was created to stimulate a conversation about aesthetics, wellbeing and optimal living with its customers. The aim is to elevate sensibilities as it embodies the qualities of living more with less. Through Prana’s accessories, women can dress up and dress down based on the occasion without falling prey to over consumption.

What's the most important thing you're working on right now, and how are you making it happen?

The House of Prana, is my dream and I am working hard to make it a very successful project. Though times are tough I have kept away from low expectations and instead concentrated on increasing visibility through social media and print media. Moreover, great ideas remain beautiful hypotheticals if there isn’t a way to implement them. I personally think of an idea as the inspiration, and the organization of that idea is the work required to actualize it. But that work isn’t a one-time activity, of course: it’s a process that flows from one task to the next. There are many points along that journey, from the idea to the execution to the customer. I have applied these rules in building The House of Prana as a brand and all its products.

What's your take on your segmented/targeted Market?

As I understand, a segmented and targeted market is a way of classification by companies to promote their products, services or brands effectively into groups based on few characteristics. Market segmentation helps the organizations to target the right product to the right customers at the right time by giving them a clearer picture of what to buy and what not to buy. Segmentation helps the organizations to know and understand their customers better. They can reach a wider audience and promote their products more effectively based on their needs and wants. Thus, companies can improve their return on investment through a buyer-based marketing strategy.

What are the challenges you have faced?

The House of Prana is an emerging company, we did face few challenges. Top challenge being, people management during the pandemic. There were Low sales because of no exhibitions in physical spaces due to social distancing norms in pandemic. Low consumer demands as people have become very conscious of their needs. Additionally, we are a small team but few people left their jobs for better prospects, closer to their family, hometown etc. In this trying time, I decided to hire freelancers instead of permanent employees to reduce costs. This also enabled new teams to bring in newer fresh ideas, so it was a win-win situation for me. When companies give out promotions or invest in their teams’ professional development, they typically don’t consider the freelancers. But this pandemic shifted my mind set, I now truly believe interacting and working with the new generation does help in getting great fresh inputs to the table.

Why have you started up?

My art journey began in school where fine art was my favourite subject. I loved playing with colours on canvas especially with the Ombre effects. Born in a Garment export family, I joined the family business after graduation. With many years of experience in a luxury brand environment, I have an eye for commercial fashion and detail in product styling. I am a quick learner and wanted to put my creative skills and profound understanding of textile and different colour concepts and their application in design making. After gathering extensive experience in the garment business, I launched House of Prana in August 2018. Via my brand, I design exquisite fashion items in line with the brand’s aesthetic. My team and I manage the entire product design process, from initial market research to mood board creation to sketching/designing to delivering the end product. My creative style is abstract and I aim to evoke a therapeutic and emotional connection through my work. All the art designs in my collection have been created by me. Once created, they are also used as digital prints to create different lifestyle and home decor products like scarves, clothes, cushions, tablemats and trays. Where do you want to see yourself in the next 5 years? I would like to see The House of Prana to be a flourishing and very successful brand known globally. I would also like to diversify into clothing in near future.

Please share your learning for fellow Entrepreneurs?

I feel any business is best when it satisfies us. Love what you do or do what you love. Our goal should be motivating enough for us to start our day with a zest. Hard Work, determination and perseverance are key factors which have helped me as an entrepreneur. For me The House of Prana is a platform to elevate my team members and showcase my skills, creativity, insight and foresight. Starting a garment business is a very personal journey. You’re probably a creative person, with something different to offer in a fast-moving industry. It’s likely that you’ve spotted a gap in the market, or have a unique design in mind for a specific customer group. But bear in mind, the fashion industry is notoriously difficult to predict. There is no space for being impulsive and hence your plan will need to be flexible as there are no guarantees. One will always have to be up for multiple challenge and deal with them as and when they pop up.