Designer Prodipta Roy launches ‘anuCriti’ in Kolkata
Kolkata based designer Prodipta Roy launched her vibrant new fashion label ‘anuCriti’ in Kolkata featuring her fashion ensembles.
Strategically located at 3/1Jodhpur Garden, Kolkata, the boutique showcases an ensemble of traditional and modern designer fashion wear. ‘anuCriti’, which means a small and beautiful creation, rightly communicates their tagline “we do not borrow, we create ideas” and is aptly reflected in their aesthetic collection and store décor, both conceptualized by Prodipta herself. “I didn’t have any formal training in designing clothes. When I was designing my own clothes, I was encouraged by my friends and family members to start my own label. Thus ‘anuCriti’ came in and our motto is to provide the best quality in a designer range at an affordable price. In two phases we would be expanding our retail presence and would come up with 3-4 more stores in Kolkata. Post Durga Puja, our existing outlet is also coming in a bigger place which would be ready by this year-end.” The brand offers a value driven Loyalty Program that offer benefits on repeat purchase which include price offs and also deferred payment facility. The key merchandise sourcing strategy of the brand is to source merchandise from small groups of socio-economically weak women who have the ability to produce suitable quality for the brand. anuCriti is also supporting the girls from a correctional home by sourcing hand crafted merchandise for their stores. The brand would soon be coming up with more flagship stores in different cities of West Bengal like Asansol, Siliguri, Haldia and Jorhat in Assam