Natisha Saraogi launches e-commerce fashion and lifestyle store

The newly launched fashion and lifestyle online store Natty held a pop up store and event in New Delhi to launch their selection of contemporary Indian fashion and lifestyle brands.

The new multi- brand e-commerce store Natty houses an array of Indian indie brands - Natty- Facebook

Natty hosted a launch party called the Natty Staycation and invited media influencers, style bloggers, and industry professionals to join them for food, design, and games on September 2 at the Andaz Hotel in New Delhi. The event also featured a pop up shop showcasing Natti’s varied product selection.

The brand mission of the new e-commerce store is to create a meticulously curated online space for indie fashion and lifestyle brands, in line with both the demands and ethical concerns of India’s millennials.

The e-commerce store focuses on brands that are made in India, in line with the government’s “Make in India” campaign, and all products have a whimsical yet bold, modern aesthetic.

Natti is currently an online-only retailer and acts as a platform for an array of smaller brands to reach an audience that they would not otherwise be able to.

Some of the fashion brands featured on the site include Ishana womenswear, Snob menswear, Popsicle children’s wear, TBC accessories and leather goods, and Manifest Design jewellery. The site is constantly expanding and more brands will continue to be added to its roster. Homeware and lifestyle brands also feature on the site.

Natti was launched by Natisha Saraogi who explained the rationale behind her new venture: “I am a consumer, and when I shopped, while I loved the mix of high street and high luxury designer brands as well, I was constantly looking for that element of quirk, you know, something that nailed my personal style. I don’t fit into a cookie-cutter mould, and most shoppers today don’t either. That’s when I realised that we needed a space for something more unique, for those emerging indie brands. And that’s where Natty.in comes in.”

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