A Size Inclusive Fashion Brand Talked About Fat Tax On Shark Tank India 2. What Is It?
This is an important conversation!
India is not only home to the brightest colours and diverse cultures, but some very problematic ideas like body shaming, and discrimination by class, caste and colour. Over the years, this deeply rooted problem has turned society’s small talks of commenting on someone’s weight into serious trouble. Calling out the same, many designers from the world of fashion in India have been named for their hypocrisy. Catering to customers of different sizes, differently, conversations around fat tax have taken the centre stage.
But What Is Fat Tax?
Sadly still most of our favourite brands and designers are catering to a size chart of 0 to 12, which definitely doesn’t fit even half of India’s population. And while many brands are happily seasoning their campaign shoots with plus size models in the name of inclusivity, they also charge fat tax for every customer who doesn’t fit the size chart. Fat tax is an extra amount levied on products that are seemingly larger than the “conventional sizes,” requiring designer houses to spend extra fabric and longer hours of manufacturing. The discourse around the fat tax sheds light on the unfair amount and talks about the deep-rooted problem of body shaming. And while many brands have switched gears and stood against such charges, what many still don’t get is better designs for an inclusive market.
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Unfortunately India is still a narrow market for consumers who do not fit the “conventional” measurements. But the good news is, there are some brands who are bringing a wave of change, by welcoming customers to celebrate their body and embrace their curves. And one of them is the Indian label–Angrakhaa. Co-founded by Vishakha Bhaskkar and Asana Riamei, the brand caters to all sizes, and especially plus sizes. Talking about its ideologies and seeking for guidance and investments, the brand arrived in the latest episode of Shark Tank India season 2.
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Speaking about India’s deeply rooted problem of body shaming and fashion brands that are moving towards inclusive sizing at a slower pace, the co-founders talked about their story. This also reminded one of the sharks–Namita Thapar about the time she faced comments on her weight, during her childhood. The executive director of Emcure Pharmaceuticals, talked about how she was always called, “moti,” and added “Sach much India mein jo ye body shaming jise kehte hain, jo yeh ‘moti, moti’ bulate hain, uski target main bhi ban chuki hoon.“
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Also Read: Shark Tank India Judge Namita Thapar Recalls Fat Shaming, Being Called ‘Moti’, During Plus Size Brand Pitch
She also questioned the founders about their idea of making an all-size inclusive brand instead of an exclusive label for only plus-size customers. The co-founder’s response then shed light on banishing discrimination, and staying away from tagging plus-size wearers as “outcasts.” And we think it is the least but the most important aspect that any brand can do. While brands today in the Indian fashion market are using size as an indicator of their ideologies, some genuinely want to help and provide customers with a better shopping experience, more variety in colours, and prints and help them embrace interesting silhouettes.
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The brand also raised Rs 40 lakh for 20 per cent equity with an offer by Amit Jain, Co-Founder/CEO of CarDekho Group.
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