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.

VM&RD - - WASSUP! -

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

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