Designing Success: Nikhil Thukral

Satendra Singh:
Today, we have Mr. Nikhil Thukral, the Director of Maharana of India. His company has been successfully exporting garments, and he has been managing the entire business. A warm welcome to you! I would love for you to share a little about your company—how you started, expanded, and reached your current position.
Nikhil Thukral:
Thank you, sir. I'd be happy to share my journey. I began by pursuing a course in fashion design at NIFT. After graduation, I joined my family business alongside my father, Mr. Lalit Thukral. At that time, we were focused on garment exports, and gradually, we expanded the business.
Currently, we export our garments to 14 countries. When I started my career in fashion, I was fortunate to meet Sandy Starkman, a renowned US-based designer, during my college fashion show. He offered me a job, but I told him, "I want to start my own business, but I would love to work with you." He appreciated my approach, and I worked with him for five years, designing and developing products under his brand.
That experience laid the foundation for my journey in the industry. Earlier, our business was entirely production-oriented, catering to large stores. However, I initiated a designer-oriented business model, where we created our designs based on fashion trends. We then started exploring the European and American markets. Today, we ship to 14 countries, primarily focusing on France, Germany, the UK, Spain, Greece, and the US. Additionally, we have a strong presence in South America, Australia, and Japan.
What sets our company apart is that we design and develop our collections, which we then present to buyers.
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Satendra Singh:
You primarily manufacture women’s wear, as we can see here. Do you also produce men’s clothing?
Nikhil Thukral:
Yes, sir. We specialise in ladies' western wear and are well-known as a dress-making company. Along with dresses, we design tops and other complementary clothing pieces, maintaining a cohesive theme across our collections.
The collection you see here is for Spring-Summer 2025. Since the fashion industry works ahead of time, we are already presenting samples to buyers, who will showcase them at international fashion shows. Based on their feedback, we will receive bulk orders, which will ship in December and January to align with the European summer season starting in March.
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Satendra Singh:
With the current crisis in Bangladesh’s garment industry, do you see any advantages? Are buyers shifting their orders to India?
Nikhil Thukral:
The summer season is beginning, and India is one of the strongest markets for summer fashion. We have already started receiving new inquiries, and some of our existing buyers who previously worked with Bangladesh have informed us that they plan to increase their orders with us by 15-20%. However, in the next one-and-a-half months, we will get a clearer picture of how much of the market is shifting to India. But the transition has begun.
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Satendra Singh:
If someone wants to start a business like yours or launch a fashion startup, what advice would you give them to succeed?
Nikhil Thukral:
First and foremost, I want to emphasise that I am a designer at heart, and fashion is my passion. This passion has helped me navigate challenges and keep moving forward.
There are always ups and downs in business, especially when dealing with international markets where new challenges arise daily. Success comes when we create a unique niche and develop products that are different from the market or solve an existing problem.
If someone merely follows existing trends or competes in price wars, their business will struggle. They might win in the short term but will not be sustainable in the long run.
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Satendra Singh:
So, in short, uniqueness is the key to success in business.
Nikhil Thukral:
Absolutely! Creativity and uniqueness are essential. A business that innovates rather than copies will always have a competitive advantage and long-term sustainability.
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Satendra Singh:
You also mentioned that passion is crucial for running a business. Could you elaborate on that?
Nikhil Thukral:
Yes, passion plays a vital role, especially during tough times. When challenges arise, if you love what you do, it helps you push through and keep going. It serves as a guiding force and leads you in the right direction.
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Satendra Singh:
What are your plans? You are currently exporting to 14 countries. How many more markets do you plan to enter?
Nikhil Thukral:
Before COVID, we were operating in 17-18 countries. However, after the pandemic, every business had to reassess its operations to determine whether it could survive. We also had to analyse and restart our business, initially resuming operations with 6-7 countries.
For us, expanding to more countries is not the goal. Our fundamental aim is to reach more people with our designs. We focus on creating aesthetic prints, stylish drapes, and timeless pieces.
Whenever we design a collection, we aim to make it the best dress in a woman’s wardrobe. When a buyer purchases our garment, it is one thing, but ensuring that the end customer is satisfied is our ultimate priority.
If the end customer is happy, they will return to the buyer, and in turn, the buyer will return to us. Our vision is to build strong partnerships with premium international stores and brands and strengthen our presence in our existing 14 countries.
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Satendra Singh:
Are you planning to open physical stores in India?
Nikhil Thukral:
We launched our brand in India two years ago—TSM Online. We are currently available on Myntra, Amazon, and Flipkart. In addition, we have two physical retail stores where we sell our women’s fashion line.
India is a vast and promising market, and we want to expand further.
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Satendra Singh:
Would you like to share a message for Indian customers who want to buy your brand’s clothing?
Nikhil Thukral:
Yes, absolutely! Customers can visit our TSM Online website to find beautiful, high-quality fashion.
Our fabrics and products are designed to be durable and long-lasting. We adhere to international standards to maintain premium quality. I am confident anyone visiting our store or website will love our collection.
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Satendra Singh:
Thank you so much for your time. It was a pleasure speaking with you!
Nikhil Thukral:
Thank you, sir! The pleasure was mine.