There is no door on the freshly equipped AMPM store at Delhi’s DLF Emporio mall. You are cut off from the noise of the outside world by the maze-like construction of the tunnel. You enter to find a brightly illuminated shop establishment with more vacant space than apparel and accessories from the common premium brand.
Priyanka Modi, the founder and creative director of AMPM, declares, “We are decluttering. That is how we are honoring our 20 years in business.”
One of the few domestic companies that have subtly established a reputation for itself is AMPM. Ankur and Priyanka Modi started the brand twenty years ago in Delhi’s Khan Market, in an area of luxury goods that were still largely unexplored by the Indian market. Without much fanfare from large billboards and advertising, the brand was able to attract consumers over the following ten years who wished to live in clothes made of sumptuous materials and tell the tale of India via elaborate embroideries and decorations. The clothing appeared both traditional and contemporary.
Priyanka Modi discusses decluttering and setting new goals after 20 years in an interview with Mint.
“The past 20 years…
the way it feels
As though we’re only getting started.”
She continued saying: “You occasionally need to take a few steps backward in order to go forward. We began thinking about the future of the brand around three years ago. What were the obstacles we faced and what were the benefits? Who or what did we see? Analyzing our past has required a lot of guts. We realized that if we were to genuinely advance for the future, we had to be truthful with ourselves and be willing to share both our successes and our failures. When we first launched the brand, we gave the target market a luxury they could enjoy every day that was also laid-back and fashionable. We came to the conclusion that we needed to get back to that foundation in order to act unadulteratedly and unwaveringly from our core.”
Source:Lifestyle live mint
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