Oberoi Mall announced the launch of Indya, a store by High Street Essentials Pvt. Ltd (HSE). The launch at Oberoi Mall marks Indya’s third exclusive retail point in the city. Indya has been receiving overwhelming responses across the country leading to the arrival of the brand’s 18th store in India.
Indya, an omni-channel fast fashion brand, was born out of a thought to re-look at ethnic fashion and design by considering the lifestyle and aesthetics of the modern Indian woman. As an ethno-fusion wear label, the brand continuously reinvents traditional Indian wear to create fuss-free, easy to wear fashion with an edge. The brand emphasizes on fusion wear while incorporating traditional ethnic embroidery, prints and motifs. Indya creates affordable fusion-wear garments for the evolved Indian woman who is rooted in culture and yet modern in her outlook, hence providing her with new combinations, patterns and variations, yet keeping Indian design aesthetics intact.
The design aesthetic of the store are in sync with the brand philosophy; housing a widespread range of ethnic-fusion wear with East-Meets-West silhouettes and contemporary details. The store retail the latest collection – called Stories of Summer, in addition to a handful of curated statement pieces. One can choose from a variety of evening and day-wear outfits, sheer maxi jackets, contemporary tunics, peplum crop-tops, slit tunics, palazzos, dhoti pants with attached dupattas, pant-sarees, maxi skirts and crop tops that marry the richness of the east with the versatility of the west.
Tanvi Malik & Shivani Poddar, co-founders of HSE said at the launch “Indya was launched to eliminate the hassle of unorganised boutique trips for women and offer them a fuss-free, ready to wear wardrobe for every occasion. Our entire collection is an amalgamation of global trends and Indian silhouettes, creating a high street for Indian wear.”
Speaking about the launch Mr. Anuj Arora, General Manager, Oberoi Mall said, “The launch of Indya brings with it an exciting new addition to the ethnic wear collection at Oberoi Mall. With this new store launch we are able to explore and cater to a whole new segment of customers who are ‘fans’ of ethnic wear apparel. Oberoi Mall has always been open to bringing in a diverse bag of global and home iconic brands that enables our customers to enjoy a wide selection of fashion brands, F&B offerings, entertainment options and host of facilities and services that ensures a 360 – degree mall experience for them each time they visit Oberoi Mall.”
The store caters to the young global Indian women with contemporary lifestyle. The collection retails from INR 1800 onwards.
India’s ethnic wear industry is currently pegged at over INR 82,200 crore and is expected to grow to Rs 1,26,210 crore by next year, according to consultancy firm Technopak. This market is dominated by the women’s ethnic wear segment at 83 percent. The evolution of the women’s ethnic wear category can be attributed to growth drivers like the rise in female population in India, increase in the number of working women and a consequent increase in their disposable income.