Started in the year 2012, High Street Essentials Pvt. Ltd. (HSE) - the brainchild of Shivani Poddar and Tanvi Malik, has emerged as one of India’s leading omni-channel fashion houses. Indya - the ethno-fusion brand of the company was started in the year 2016. Not quite ethnic, and not all-out Western, the brand toes a fine-line between the two schools of dressing.
HSE has uniquely positioned itself as the 360 degree solution to all urban, twenty-something women’s fashion needs. Besides Indya - the fusion wear brand, HSE owns FabAlley - a rapid fashion Western wear brand comprising of globally trendy apparel and accessories; and Curve - a Western Wear brand for plus-sized women. All three brands have an inimitable style signature and are attuned to the women of today.
Today, the brand sells from 55 retail touch points across the country. Indya has made its first foray into Exclusive Brand Outlets with 20 own-stores pan India, marking the first step in its offline journey with many more to come.
Modern, Independent, Working women with rising disposable incomes and paucity of time. Her busy schedule leaves her with very little time to explore bespoke occasion wear, leading to a desire for ready-to-wear options for events & functions
She is exposed to global fashion through Instagram & Facebook, and has a discerning sense of style. Unlike her generational predecessors, she only wants what is new and now and frequently refreshes her wardrobe to avoid looking dated
She doesn’t comprehend the old lines between western and Indian wear as she has grown up in a globalized India. For her, dressing up is a form of self expression and she likes clothes that reflect her creativity and her mixed identity