Photos : Reji Bhasker
Seematti and Beena Kannan share something in common, they don’t need an introduction. Founded in 1910, Seematti has been a major textile store that has never ceased to cater exquisite textiles and attires while Beena Kannan is the renowned driving force. Going beyond a textile company, she has a different side to why her business runs. Interpreting art and mixing it with business, she truly embraces the concept of enjoying the best of both worlds. As we sat down for an interview, I finally realized Beena Kannan doesn’t see her brand as goal but a vision for generations.
Just a few days ago you collected the Mannam Award at Kottayam. In this long journey of multiple accolades, you certainly understand the difference between being famous and successful. What’s your first memory of being successful?
(Without a hesitation she answers) I have a different perception of what success is, in fact, success is a myth. To believe that I am successful is just a dream. What is success? Is it when you sell 200 sarees in a day, or you open a huge store? Success is a very subjective term. The ability to balance your creativity, manage your space, be enthusiastic, have good health, and have the time for your family is may be what success is. The point is you have to fight constantly to become a better person. I am not successful, there’s a long way to go. If one settled for success, they might not work harder to achieve something greater. If I did, I would not have designed transparent Kanchipuram sarees. I keep doing my work then let success follow.
With your will power to take on more, efficiency isn’t out of your domain. You’ve aced it by being a brilliant multi- tasker, what’s the secret?
Every person has 24 hours in a day, and they live a 24&7 life. In my opinion, I’m not as accomplished as the bigger people out there in the word. I feel we are nobody in this big universe, but the one thing I know is that we should not underestimate our human mind. It’s vaster and it can reach amazing heights. Multi-tasking depends on how you make interconnections with everything. I also believe that everything can be structured in a schedule. At one point you’ll understand there are smaller things in life that will distract you and in time you’ll learn to avoid them too. The timeline is rigid, and I make sure everything is executed on time. I am not bothered if I miss out on a few things, because I am focused. In the end, everything is for Seematti.
One of the biggest challenges for a multi-tasker is delegation, especially when perfection can’t be conceded. When did you realize you have to maintain a balance between your time and delegation among your own employees?
Most of the work was on my shoulders, but then travelling became extensive. I used to travel, 25 days in a month, which left me exhausted especially with the multiple time zones, seasons, food patterns – it was certainly tough. Other factors such as sick leaves, family functions also had to be taken into account. It was then I realized that delegation is an important step. My employees had to be trained in customer service. I divided them into twenty groups with six members in each group and personally trained them about the business, customer satisfaction and the work culture in Seematti. Also, I encourage them with some motivation sessions, for they help run Seematti too.
What was a major investment that you made in your business that was totally worth it?
An investment would truly be determination. Business in not just about a day, a year and time, so there is never a defining moment. There were many days of downs and insecurities, times of debt, forgery claims, my husband’s death, but learning to surpass this was the major thing. My husband’s death was impactful that I had to be answerable to the society. I went to store after three days. It took courage, for many people looked at me in a negative way. So I can definitely say, my determination was worth it.
For a creative person, there are moments of crucial breakaways, but as a business person it’s harder. Can you recall a time you stepped away and bounced back completely refreshed?
I personally enjoy taking short breaks-about ten to twelve days in a year. I think the maximum has been thirteen days (she breaks into a laugh). In my previous years, I have been a globe trotter, and now when I revisit the place, it’s never the same experience of fresh discovery. For a vacation, I prefer a two day trip to Singapore etc, I feel refreshed. So yes, I don’t have the holiday cravings, for business is truly my hobby. I always want to be back here. In India, I am well connected and I can keep in touch with everyone in the store. When it comes to the basic things such as designing, checking out color palettes, these are things that cannot be done over mail. There’s nothing more that I enjoy than my colors and textiles.
I have been observing malls, especially the stores. I enjoy looking at visual merchandising and how the lighting is done in stores. I also observe some of their sales strategies. Now, you see a lot of people looking into end of month of sales, a way to create an anticipation to pick up goods. It’s interesting that many of the sales strategies that were done abroad are now being employed in Kerala.
One of the major issues that come with years of experience is monotony. You have a very powerful impetus, but what are some things that have challenged you?
The taste of Kerala is quite monotonous; on the contrary I’m very vibrant. I can change color and contrast quite easily. These days I feel fashion should never be so cliché and settling for something subtle just encourages similar taste. This just makes everyone want the usual and
makes designs very stale. I feel there should be a will to try out more, so I can create better designs for Seematti.
It’s a tricky situation catering to the mass, have you ever thought of opening your own boutique so you would not have to compromise with your creativity?
Those are plans that are still reserved for the future. For every business person, there’s a great deal of passion invested in it. Earlier, you mentioned that spinning sarees takes a lot of effort, and it’s hard to put on price on it. I apologize if I have to say this. There are only a few people who sell pure handloom Jhari sarees. Something you need to know about handlooms is the fact that they are handmade. They are bound to have a few mistakes, such as a small black mark, but the truth is it adds more value. As compared to handloom sarees, machine made sarees save an immense amount of cost. What confuses me is how consumers spend money extensively on high- end products like gadgets and cars and then question the prices of sarees. Why can’t the hardship of the weavers be valued too? I honestly wish just like other goods are not compromised on its value, one should not settle for something sub-standard, just because of the price. As much trust I place on the weavers, I would want that trust for the brand too. Believe me to help you serve better.
I remember you once said that you love your profession because it restores craftsmanship. Having such a sensitive thought that a saree goes beyond an attire of vogue, what’s your fear?
The new generation is losing their interest towards handlooms and the fact that it’s a very rare tradition. Now handlooms are being taken over by power looms. Sarees that take months of effort are done in two days or slightly more. The traditonal art in our Bharat is gradually dying. What happens if this business is taken over by foreign investors, especially when this falls under mass production? You may never know, China may take over this business.
With an initiation to restore craftmanship, came in Ensemble- a platform for fashion designing students. Your thought behind it?
I noticed that many fashion designing students don’t get the perfect opportunity even after they pursue their studies, they end up getting a sales person job. With Ensemble, the students got a hands on experience submitting their fabrics, designing garments by themselves and submitting their collection making them full-fledged designers. In the future, we’ll be having our HR team pick out talented college students, so they can get a good opportunity to pursue their career.
While you are keeping up with the trends of branding, we see you are now venturing into a world of print and web?
(She laughs) We have introduced an in house magazine, called Ensemble as well. It features the latest collections and makes it an easier guide for our customers. In the web world, we’re planning to start the Temple of Silks. It’s an online portal where we would like to market sarees, especially to the non-resident Indians. This way the sarees can be shipped to the destination too.
Established in 1910, Seematti has grown and evolved in its brand identity. Beena Kannan is now synonymous with Seematti. Do you feel that the brand overshadows you or you overshadow it?
Beena Kannan stands in par with Seematti. We go in parallel lines and we are together in this show.