Women’s ethnic wear brand Indya has launched a range of initiatives across its social media platforms to keep in touch with its customer base and has launched a competition for brides-to-be whose weddings have been cancelled.

 
Indya announced on March 25 that it has shut down all online shopping options until April 14 and will deliver all recent e-commerce orders after the lockdown is lifted, the brand announced on Facebook.

“We truly appreciate your understanding of the situation and look forward to serving you with the same gusto super soon,” wrote the brand.

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Indya will keep its customer care segment running and continue to interact with customers via social media. By sharing media playlists such as 'Best 90s Movies' on Facebook, the brand hopes to keep its customer base enthused and ready to return after the lockdown lifts. 
 
For its new contest, customers are encouraged to “tag a bride-to-be in the comments below and DM [direct message] us their wedding invite,” Indya announced on Facebook.

A number of selected brides-to-be will win prizes from the brand, in an attempt to alleviate the loss of having to cancel their big day due to coronavirus. Indeed, the Indian wedding industry is facing a crisis, as the spring wedding season has all but been cancelled. 
 
Indya is part of High Street Essentials Pvt Ltd, a fashion business launched by Shivani Poddar and Tanvi Malik. Indya opened its most recent brick-and-mortar store in Gurugram in early March, and has a total of 27 exclusive brand outlets across India.