LESSONS WE LEARNT FROM EXHIBITIONS: THE PRINTROOTS JOURNEY

When we first started Printroots four years ago, the world was about to face something none of us had ever experienced before — COVID-19. For two young creative minds, fresh out of college with a vision to enter the retail market in home and apparel wear, the timing couldn’t have been more uncertain.

But one thing we knew for sure was this: building a brand meant going offline, putting ourselves out there, and listening closely to customers. That’s how our exhibition journey began.

WHY WE CHOSE EXHIBITIONS

In the early days, we had no illusions that Instagram likes or online clicks alone could help us understand what people truly wanted. Exhibitions gave us an opportunity to interact directly with customers, understand their preferences, and learn from our competitors.
This became our biggest classroom. Every exhibition turned into a live testing ground where we could gauge reactions, study demand, and fine-tune our collections before putting them online.

WHAT THE MARKETTAUGHT US

One of the most surprising revelations from our offline journey was geography. We always believed the southern market leaned heavily toward traditional, ornate wear. To our surprise, Chennai and other parts of South India quickly became our strongest markets. The audience there connected with our aesthetics in a way we hadn’t anticipated, proving that assumptions can often limit growth.

Exhibitions also taught us how color palettes, fabric preferences, and even price points shifted across regions. What worked in the north didn’t always resonate in the west, and vice versa. Without exhibitions, these learnings would have taken years — or might never have reached us at all.

REAL FEEDBACK, REAL GROWTH

For us, exhibitions became more than sales opportunities; they became feedback loops. Whenever we launched a new collection, the first few pieces would always make their way to an exhibition. Customers would touch, feel, and try them on. They shared what they loved and what they’d change whether it was adjusting a silhouette, offering another size, or even reimagining a print in a different fabric. Many of our design decisions today have been shaped by these conversations.

BUILDING IDENTITY THROUGH OFFLINE PRESENCE

Printroots, in its truest sense, has grown from these offline experiences. Exhibitions gave us our foundation, teaching us to listen deeply and design responsively. They reminded us that fashion isn’t just about creating in isolation but about co-creating with the people who wear our designs. Looking back, exhibitions weren’t just helpful they were essential. They helped us test ideas, break myths, and refine our identity as a brand. Today, as we continue to expand both online and offline, we carry with us every lesson learned from those stalls, booths, and pop-ups where Printroots first met the world.
Exhibitions may demand time, effort, and resources, but for a young brand, they are one of the most powerful ways to connect, grow, and truly understand the heartbeat of your audience. For us, they weren’t just a stepping stone — they became the roots of Printroots.

Looking ahead, we’re excited to bring fresher concepts, bolder collections, and more thoughtful designs that continue to blend tradition with contemporary aesthetics. And no matter how much we grow online, exhibitions will always remain at the heart of our journey. For us, these spaces are not just about selling they’re about meeting you, our community. They’re about the warmth of a conversation, the joy of seeing someone try on a piece and fall in love with it, and the spark of ideas that often comes from your feedback. 

The future of Printroots will always be shaped by these connections. Exhibitions are where we started, and they’ll always be where we come back to learn, to share, and to celebrate creativity together.