Not Just Sarees: What Brands Can Learn From Hemant Mehta’s Legacy

Raft, Cloth & Clarity – The Journey of Mr. Hemant Mehta

Welcome to the first edition of my newsletter, where we go beyond the runway and dive into the real stories that build fashion empires.

We begin with Mr. Hemant Mehta, the force behind Hemant Textiles & Lifestyle — a brand that has quietly built a legacy over two decades in Indian ethnic wear. In an age where trends shift by the minute, Hemant Sarees stands as proof that loyalty isn’t just about the product; it’s about the emotional thread woven between a brand and its customers. This story is not about hype — it’s about heritage, adaptability, and staying rooted while evolving.

What Sets Hemant’s Brands Apart?

“We don’t just create clothes,” he told me. “We create confidence — for every kind of man, for every kind of moment.”

He spoke about a strategy they tried recently. During the wedding season, his team designed a collection inspired by Bollywood red carpet looks — especially Ranveer Singh’s style. But the twist? It was made for Tier 2 cities like Indore and Surat.

“That collection really worked,” he said. “People assume smaller cities play it safe, but if you offer them something bold and well-made, they respond.”

FUN FACT ZONE

On Brand Strategy:

Rather than taking a one-size-fits-all approach, Mr. Mehta explained that every collection is built around who the customer is and how they actually live. “You can’t sell the same thing to a corporate professional in Mumbai and a college student in Jaipur,” he said.

He gave an example from Hemant Textile and Lifestyle. “We noticed a lot of working professionals want versatility. They don’t want to change between work and social events—they want one piece that works for both,” he explained. That insight led to the creation of their hybrid formal-casual shirt.

“It’s sharp enough for the boardroom—crisp fabric, structured shoulders—but it can be worn open with jeans or chinos for the evening,” he said. “It’s become one of our fastest-moving products because it fits into people’s actual lives, not just their wardrobes.”

Overcoming the Threads That Tangle: Operational Hurdles

“We lost an entire consignment of fabric to sudden flooding in Surat—just three weeks before Diwali,” Hemant recalled.

It was a nightmare scenario. The festive season was already breathing down their neck, production slots were packed, and orders had started pouring in. Canceling wasn’t an option.

“So we went back into our archives, pulled out sample fabrics, leftover rolls—anything we could find—and started piecing things together,” he said. The team worked late into the night for days, reimagining designs and stitching a limited ‘Revival Collection.’

“It wasn’t what we had planned, but it had soul,” Hemant smiled. “Sometimes the collections our customers love most are the ones that come out of pure chaos.”

Key Takeaways from Our Conversation:

• Regional doesn’t mean rigid—experimentation is everywhere.

• Real-time customer feedback fuels real-world innovation.

• Innovation can mean both AI-based sizing and last-minute dye-less collections.

Sutradhar is a space to celebrate stories, share insights, and learn from the creators who shape what we wear—and why we wear it.

If you’re passionate about brand strategy, fashion, or simply love sharp storytelling, follow me on Linkedin for the next edition!