Craftsvilla launches its in-house brand ‘Anuswara’ in Bangalore

Craftsvilla, the largest online ethnic store and Femina, India’s largest women’s brand, came together for the launch of ‘Anuswara’, Craftsvilla’s in-house brand, that offers contemporary ethnic wear for women. The launch collection draws inspiration from crafts like Kalamkari, Ikat, block printing and Indigo. Anuswara, was unveiled at MISU, St. Marks Road in Bangalore with a spell-binding fashion show offering the select few present, the first look from the collection. The show stopper of the fashion show was the gorgeous Pranitha Subhash.

Pranitha Subhash with Manish Kalra, Chief Business Officer, Craftsvillaa
Pranitha Subhash with Manish Kalra, Chief Business Officer, Craftsvillaa

Anuswara draws inspiration from the multitude of crafts in India and gives them a contemporary look and feel. Consumers can choose from fusion and daily wear apparels in four different collections: Ikat Illustrations, Kalamkari Tales, Summer Hues and Indigo Impressions. The fourth collection, Indigo Impressions will be available from May 2017.

Pranitha Subhash with models...
Pranitha Subhash with models…
Pranitha Subhash with models...
Pranitha Subhash with models…

The brand gives an opportunity to the women of today to look unique and stand out from the crowd, whether it is in office or at events through their stunning sense of fashion. Women not only want ethnic wear for key occasions like weddings and festivals, but also for daily wear. Anuswara helps cater to this need of modern Indian women with craft inspired ethnic fashion.

Pranitha Subhash..
Pranitha Subhash..

Announcing the launch of Anuswara, Manish Kalra, Chief Business Officer, Craftsvilla said that,“Anuswara is the third private brand from the house of Craftsvilla after Avanya and Jharonkha. Our aim, through Anuswara, is to give our customers unique designs that are great on quality and price. Anuswara will cater to the needs of working women who are experimental without being edgy, and have the love for art and crafts. The new range will enable us to garner higher margins as well as high valuations in the long term.”

Pranitha Subhash
Pranitha Subhash

 

Actor Pranitha Subhash walked the ramp as the showstopper clad in a beautiful piece from Anuswara. Unveiling the new brand, Actress Pranitha Subhash said, “Fashion is becoming as much about comfort as it is about style. I enjoy wearing traditional and ethnic clothes that have a twist of contemporary in them. The launch collection offers some great styles that are classy and modern.”

Showstopper_Pranitha Subhash
Showstopper Pranitha Subhash

 

On the occasion of Anuswara’s launch, Tanya Chaitanya – Editor and Chief Community Officer, Femina, stated “Femina represents the free-spirited young Indian woman who has an eclectic taste in the space of style. She wears what works for her from the contemporary ethnic genre as easily as she fits into western ensemble. Our association with Craftsvilla celebrates her affinity to her traditional roots even while keeping her wardrobe wearable and trendy.”

School on a Rainy Day

To go or not to go?

Shakespeare’s line from Hamlet is often twisted and used commonly; but it best describes the dilemma in the minds of the people of the tropical city on this rainy morning. Residents of this city are accustomed to waking out to a sunny day where one begins to sweat as soon as one steps outside the house. However, that morning was different. The sky was overcast and even at 7.30 a.m. there was not a single ray of sunlight! It was raining heavily; water, water, everywhere! It led to confusion as many were hoping for a ‘rain-holiday’! After pressing the ‘Snooze’ button again and again, they finally dragged themselves out of bed. It took a while to realize that the pitter-patter on the roof was the sound of raindrops and this was not a dream!

Even the heavy downpour did not deter the spirit of the students and most of them came to college, umbrellas in hand. It was quite entertaining to see the students maneuver their way amidst the pools of water that surrounded the entrance. Jumping out of the cars, opening the umbrellas and then running to the reception; it added a whole new dimension to the otherwise monotonous routine.

There was darkness all around, and one found it hard to believe that this was not 6 in the evening, but 8 in the morning; the beginning of a new day. Within half an hour, water had begun to accumulate in different parts of campus. It was not easy to resist one’s urge to make paper boats and go back to childhood! Yet, the students went to the classrooms and attended the lectures. All hopes for the declaration of a holiday because of the rain were shattered.

The fight between the rain gods and the young minds (who could not pay attention to the lectures) continued till about 10 o’clock. Finally, the rain stopped. The weather was amazing and beautiful. It provided ample opportunities for clicking pictures. All one wanted was a cup of hot chocolate and hot pakodas to make the day perfect!