India Kitsch is the brainwave of Shreya who decided the city of joy, Kolkata needed a new design avenue where colors of India could splash around through spectacular designer creations. And so came about the store, where she began stocking designers from all over India. The double delight came with the launch of India Kitsch Pret, their in-house label which began by being stocked in their flagship store and gradually increased its presence to other parts by being stocked at other multi-designer stores.
The store idea was conceived keeping in mind the emerging trend of shoppers appreciating authentic Indian design and ditching multi-branded stores for unique & limited editions. So, they collected pieces from all over the country focusing on the kitsch element. In all, about 20 designers are stocked at the flagship store currently.
PRODUCTS : Clothing, Accessories and Knick-knacks
The products focus on three keywords – carefree, unconventional and romantic, and are bright and happy. Keeping that look in mind, the store is kept fuss-free and easy to navigate, with solid blocks of color thrown in through walls and shelves. While that is great for letting the products be the star, I wish they would throw in some more kitschy-ness for effect.
The brand offers customization for maternity-wear & plus-size dressing along with consultations that offer women a chance to understand their body-type and dress accordingly. Gradually, they hope to reach out to stores in all parts of India so women can enjoy the Kitsch experience. The latest summer collection is bang on-trend with color-blocking, bold colors interspersed with candy hues so that they do not become too dreary for the hot days.
India Kitsch is actually one of those rare cases where they get the best of both worlds – a brand to sell all over India, and a store to sell products from all over India. And in a way, a self-sustenance model, isn’t it ? The Pret line will always have a store to stock at, and the Store will always have a brand to stock
No comments:
Post a Comment