How Nicobar Became the Digital Generation’s Go-to Lifestyle Label

Born at the intersection of design and technology, fashion and lifestyle label Nicobar has an unconventional branding and marketing strategy that is all set to change the way modern Indians shop.

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Good Earth and Nicobar: Reinventing Indian Luxury, Twice

Hugely popular design retailers Good Earth and Nicobar are both a culmination of risky business decisions that appear sound only in retrospect. Here is what it takes to reinvent, twice, the modern Indian concept of luxury

A Quiet Minimalistic Revolution in India’s Fashion Aesthetic

A quiet revolution is taking place in fashion as a minimalistic, comfort-driven new aesthetic takes over clothing and accessories. One thing unites them all: a fierce love for Indian craft and heritage, and a keen understanding of global winds of change.

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