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Published
Sep 1, 2021
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Soch Group launches women's workwear label Not So Pink

Published
Sep 1, 2021

Startup management business Soch Group has launched women’s workwear label Not So Pink. The brand is backed by an investment of Rs 4 crore ($601,000) and retails garments tailored to fit Indian body types and sizes.

Not So Pink aims to redefine Indian workwear for women - Not So Pink

 
Not So Pink has launched with a dedicated e-commerce store and maiden collection of western wear in sizes ranging from XS to XXXL, Soch Group announced in a press release. Items are priced from Rs 1,499 and products include tailored trousers and bold-hued blouses. The brand also plans to launch on a number of multi-brand e-commerce stores to expand its distribution network.
 
“The body type issue has been around for a long time,” said Not So Pink co-founder, Purvi Rohit Pugalia, in a press release.

“Before we could define the Indian body type for our brand, we undertook a study with multiple participants and realised that the western fashion fit was solely reserved for international sizes. We wanted to create something that would tick all the boxes when it comes to western business fashion for the savvy and bold Indian woman.”
 
Not So Pink co-founders Rohit Mohan Pugalia and Purvi Rohit Pugalia run a number of business though their company Soch Group. Their other businesses are premium granola brand Munchilicious, multi-brand start-up platform This Or That, and pre-workout meal brand The Rooted Co.     
 

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