Pink City by Sarika adapts to omicron with new retail set up

By

Isabelle Crossley

Published
Jan 10, 2022

Kolkata-based women’s ethnic wear brand Pink City by Sarika has adapted its retail operations to the pandemic and expanded its online store to enable sales, even with its teams working remotely. 

“Covid has changed our working style,” the brand’s founder Sarika Kakrania told Money Control. “We meet our clients strictly on an appointment-basis and request for the vaccination certificate of our customers while giving an appointment.”

The brand recently launched ‘Sanaz 2.0’, an extension of its 2021 festive collection ‘Sanaz’, the brand announced on Facebook. The brightly coloured line features sarees, matching fusion-style polka-dot sets, and kaftans among other relaxed-fit yet feminine garments. 

“Appointments are always spaced out to avoid multiple customers from being in our studio at the same time,” said Kakrania. “Sanitisation on entry and wearing masks are non-negotiable to ensure everyone’s safety. Most of our business has moved online. So, even if there is a lockdown, the customers who are willing to shop can place their orders online, we can process those orders with our teams working remotely as well.”

The brand has expanded its e-commerce store to include five collections and 17 garment categories. The online store currently offers free shipping inside India and ships worldwide which enables the brand to broaden its customer base regardless of domestic retail restrictions.