Dr Anuradha Wickramasinghe, the visionary Founder and Chief Executive of AYÃT, provides valuable insights into the creation of a fusion fashion company that empowers women. She highlights how AYÃT’s fusion couture seamlessly combines elements from mythology, tradition, nature, and beyond, all while maintaining the essence of the classic six-yard saree, offering a modern take on timeless elegance.
Tell us about your career journey and how it led to founding AYÃT alongside your daughter. What pivotal moments or challenges did you face along the way?
I have had a rewarding career as an HR professional spanning over two decades, and it brings me great joy to share that I was honoured as the “International Woman Icon” by Times Women in 2021 and 2022 under the Women Leadership Category. I was also privileged to receive the “Outstanding HR” award.
Since a young age, I harboured ambitions of becoming a successful corporate figure. However, as I climbed the ladder to the role of Chief People Officer, I began yearning to explore new horizons.
As an experienced HR professional, I always wanted to give an empathetic face to human capital. This desire to make a positive impact on the work environment has always driven me.
My daughter, a remarkably talented architect at the age of 21, and a strong-willed individual, joined me as the Creative Director of our exciting new venture. With our shared passion for fashion, we delved deep into the details before conceptualizing our venture.
Despite our eagerness to venture into new territories, we were well aware that our business was novel to both of us and the market. Introducing a fresh concept to the market is inherently challenging. However, we were determined to offer something unique and innovative to our potential customers. It’s been our unwavering commitment and persistence that have been the keys to the success we have achieved so far.
AYÃT has a strong focus on women’s empowerment. Can you elaborate on the initial inspiration behind this vision and how it continues to shape the company’s direction and success?
I wholeheartedly embrace the idea that women who are empowered have the ability to empower other women. I am personally a strong believer in the notion “Empowered women empower women”. My favourite is to see, women encourage, support and empower other women. When you are successful you need to turn around and help another woman to step up.
Having worked in the corporate world for more than two decades in the Human Resource profession at the leadership level in various companies, the misogynist cultures in some organizations and discrimination against female staff gave me a reason to see beyond boundaries.
AYÃT was not an accident; it was a thoughtful, intentional, well-crafted initiative to empower women where they can shine.
To increase women’s empowerment, we chose an ideal product that brings forth feminine grace and sophistication. For centuries, sarees as an attire have been a symbol of culture and heritage. But beyond their aesthetic appeal and traditional significance, they have also played a crucial role in empowering women. From the earliest times, sarees have been used to express individuality, assert authority, and challenge social norms. Historically, sarees are known as the attire that empowers women.
What strategies are in place to maintain and promote this women-centric approach?
AYÃT’s primary focus is to offer a user-friendly saree-wearing experience, tailored for women leading busy lives. Our innovative “Don’t drape your saree; Wear It” design allows for effortless dressing in just a minute, while our fusion couture collection is designed to enhance the confidence of women of all body types.
We take pride in being a women-driven company that highly values the diverse perspectives and unique qualities our team members bring to the table. In our collaboration with team members, we emphasize understanding and compassion, recognizing the challenges that women may encounter due to commitments like marriage or childcare, and we ensure fair treatment. Additionally, we have stringent policies in place to prevent harassment, bullying, or any form of discomfort. At AYÃT our assessment is solely based on creativity, skills, and performance, with no consideration for background factors.
What inspired your venture into fusion ethnic wear, and how has it been received in the market? Furthermore, how does AYÃT balance traditional elements with contemporary styles?
Our contemporary fusion couture sarees seamlessly blend traditional art and craftsmanship across diverse cultures with innovative concepts that appeal to modern women.
Each of our designs carries a unique story. Our fusion couture apparel draws inspiration from mythology, tradition, nature, and more, all while staying rooted in the traditional six-yard saree; a modern twist on timeless elegance.
The marriage of traditional and contemporary elements in our sarees makes them versatile and appealing to all generations as a timeless and adaptable fashion choice.
Our journey involved the transformation of a basic item into a captivating accent and our sarees are more than just traditional; they pique curiosity. Creating these exclusive fusion drapes required extensive experimentation and creativity, involving a range of colours, fittings, patterns, and fabrics over a 3-5 month project, resulting in a unique fusion drape that defines an aura and enhances the elegance of every woman.