Home Chennai Shopping Pocket friendly fashion

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    The latest e-portal to catch our fancyisMumbai-based Anony-mous Co, which aspires to be the one-stop-shop for the style conscious woman. “Providing affordable fashion is one of the core values that Anonymous Co has been built on,” says Juveca Panda, one of the founders, whose portal offers bold jewellery and playful clothing from their in-house label (of the same name), Bbling, Valliyan, Huemn and The Purple Sack. She launched the beta version with Sneha Somani this February. Since then it has earned 15,000 visitors, 7,600 likes  on Facebook and 400 followers on Twitter.
    Anonymous Co offers merchandise from nine labels with something for everyone. Curation of designers and labels is based on the brand positioning. “We want designers who appeal to a wide range of customers,” offers Panda, an alumnus of University of Pennsylvania, adding that they target “aspirational women who are fashion forward yet price conscious.” The brand makes sure it’s up to date with global and local trends every season. But the USP, Panda insists is that most of the designer collections “are made exclusively for the portal.” That said, we like the colourful tribal jewellery from Bbling, tribal asymmetric shirt from T-Republic, and sari blouse top and shirts with cut-out sleeves  from Huemn.
    The portal is positioning itself between the discount portals and the premium club, a space fairly untouched in the Indian online market. Apart from the merchandise, it has a Look Book with products specific to occasions. “For example, if the customer is looking for work wear only, then they can go to Manic Mondays under the Look Book tab,” offers Panda, who worked with Diesel India for two years before this. Wishlist saves the product you plan to buy, for up to 60 days.Panda also plans to add “a funky new brand called Pop Goes The Art” this month.
    Products are priced between `1,000 and 15,000. Details: anonymousco.com
    Madhuwanti Saha

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