Anavila launches Raksha Bandhan rakhi line and saree shopping service

By

Isabelle Crossley

Published
Jul 16, 2020

Sustainable womenswear brand Anavila has launched a range of rakhis for upcoming festival, Raksha Bandhan, along with a quiz to help brothers choose sarees for their sisters with an online personalised shopping service.

Anavila has created a new line of rakhis for Raksha Bandhan, which falls on August 3 this year, the brand announced in a press release. The rakhis have been made from linen, organza, and silk and feature Anavila’s signature subtly rustic aesthetic. 
 
The brand has also created a survey to help brothers choose a handloom saree for their sisters for the festival, according to its press release. At a time when many shoppers still prefer to browse online, the brand’s survey inquires about personality and style, with the aim of creating a personalised shopping service from home. 

Anavila’s founder and designer, Anavila Mishra, has also been participating in a number of online events during lockdown and beyond. Mishra recently held an online seminar with Sudha Menon on Story Hour about the increasing popularity of sarees amongst India’s Gen Z; how the brand aims to promote inclusion with its signature saree-clad doll; and how to maintain sustainability as the heart of the fashion industry.
 
Anavila Mishra launched her brand in 2012 and the designer has become known for her linen sarees. Anavila retails from its dedicated e-commerce store, flagship store in Mumbai, studio in Gurugram, and multi-brand retailers across India.