She’s “sneaky”… For years, hapless brides have fretted and fumed yet been resigned to their wretched fate of tottering around in uncomfortable high heels on their special ‘D’ Day. But this enterprising lady rather sneakily, turned these torturous high-heeled “customs” upside down. Meet Tanushri Biyani – the dynamic force who is busy turning wedding aisles into fashion runways with her trendsetting customized bridal sneakers under her brand Anaar.

Indeed, who says you can’t tie the knot in comfort and style? Tanushri’s ‘Anaar creations are the perfect “sole” mate for every bride!

In an exclusive interview with Sumita Chakraborty, Editor-in-chief, TheGlitz, the bold and ingenious Tanushri Biyani talks about how she trail-blazed her customized sneakers under the brand name Anaar into trending footgear for brides, made sneakers a buzzword in bridal fashion and changed the face of the everyday sneaker with her super-stylish customized designs.

Over To Tanushri Biyani

Could you tell us about the Anaar journey? How did you hit on a novel fashion concept like this? What is the story behind the name?

I often witnessed brides struggling with uncomfortable footwear, their discomfort evident in every cautious step. This sparked a determination to reimagine bridal footwear, not just as beautiful accessories but as comfortable companions throughout the wedding festivities. The process of designing each piece is where we experiment, explore, and tell stories. We want our footwear to evoke emotions, start conversations, and accompany you to many happily-ever-afters. The silhouettes of Anaar combine comfortable shapes with fresh designs to deliver one-of-a-kind luxury Indian footwear — a sight no guests will forget. For any occasion that demands you to be dressed up from head to toe, we promise to take care of the latter.

Our brand is a modern-day motif adorning women fluent in the language of couture celebrations. The brand embodies the pomegranate’s crown as a symbol of prosperity. The fruit’s colour is a reminder of great love, an emotion that sits at the core of Indian ceremonies. With Anaar, you will rekindle your love for Indian culture through contemporary and comfortable shoe designs.

Anaar has become very popular. Could you tell us how Anaar has changed the face of fashion?

At Anaar, we take immense pride in our craftsmanship, which is deeply rooted in Indian traditions and rituals that have been passed down through generations. Our footwear catalogue serves as an ode to these rich cultural inspirations while embracing contemporary design and comfort. What sets us apart is that our sneakers are designed to be shapeshifters, perfect for dressing up for any occasion. The brand recognized that people wanted to look their best on their special days but didn’t want to sacrifice comfort. Anaar’s handcrafted sneakers not only offer the necessary support and cushioning for all-day wear but also feature designs that are so versatile that seamlessly complement any attire.

Could you list some of the trends Anaar is planning to kickstart?

We have some exciting things coming up. Stay Tuned!

Could you list three milestones Anaar has achieved from the time it was conceived?

Since Anaar’s inception, we have seen some great milestones and made significant strides in expanding our footprint. One of them is the first-ever Indian footwear brand to partner with New York Fashion Week for their runway collections, solidifying the brands’ global presence and influence. We have also collaborated with a number of designers at various shows like Shruti Sancheti in LFW, Samant Chauhan, Rohit Gandhi & Rahul Khanna, Vikram Phadnis etc.
Anaar has not only excelled in its online presence but has successfully ventured into establishing its first outlet at The Ambiance Mall in Delhi to enhance its brand presence. The outlet is meticulously designed to reflect Anaar’s brand ethos, creating an immersive environment where customers can explore the entire range of Anaar’s classic and wedge sneakers.

Three challenges?

Anaar’s journey has been incredible, but nothing comes easy. Some of the challenges that we faced –

• Introducing sneakers as wedding footwear, we faced resistance due to traditional perceptions of wedding attire.
• Balancing design and functionality, creating a perfect blend of traditional aesthetics with modern comfort and style.
• A key challenge is addressing the need for acute MOQs in a price-sensitive market while driving product innovation and offering extensive customization options.

What are your future endeavors?

At Anaar, we are all about pushing ourselves and creating something unique and with this thought are set to expand our line of merchandise in the coming years. Also, Anaar is poised for strategic expansion, both online and offline. Our vision for future growth revolves around leveraging digital platforms to reach a wider audience and capitalize on the increasing demand for our products.

We plan to explore the international markets as well in the coming years as we see a great potential with brides traveling all the way to India from different parts of the world to shop our wedding sneakers. We plan on changing this and instead bring our sneakers to them.