Nykaa Fashion launches LIKHA — A new Indian ethnic offering for everyday style; Stock up 1%

1 Apr 2022 , 01:38 PM

FSN E-Commerce Ventures Limited (Nykaa) informed the exchanges Thursday that Nykaa Fashion, the multi-brand e-commerce platform launches a contemporary ethnic-wear brand, Likha that will offer this very aesthetic through curation of well-designed and trendy kurtas and co-ord sets.

Quintessentially Indian, the brand’s slogan of ‘Ab Likho apni Kahani’ is an invitation to write your story in the comfort of your fashion.

At around 2.42 pm, FSN E-Commerce Ventures Ltd was trading at Rs1,707 per share up by Rs18.15 or 1.07% from its previous closing of Rs1,688.85 per share on the BSE.

The company said that the classic kurta is a trusted staple in every Indian woman’s wardrobe, having seen decades of styling and trend upgrades in myriad ways. The sheer possibilities of design, cuts, and fits this one garment offers, make it the go-to, ethnic-wear of choice for anyone with a mature and elegant sense of style.

Now it has launched Likha. Understated, confident, and timeless, Likha’s charming ethnic vocabulary is heavily inspired by Indian heritage and age-old craft techniques such as block & screen printing, Indian dyes, block print styles, gotta patti, and Lucknowi Chikankari. Dominated by the humble everyday Kurta, the range features structured work styles of ethnic co-ord sets, A-line cuts, and free-flowing Anarkalis. An allencompassing label catering to all shapes, sizes, and ages, Likha focuses on comfortable silhouettes and styles that can be donned with ease.

Adwaita Nayar, Co-Founder, Nykaa, and CEO of Nykaa Fashion said, “At Nykaa Fashion, we continuously work towards curating offerings that are relevant to the life of our consumers. Great fitting everyday Indian wear is a style staple that transcends seasons, and our consumers love to refresh this element of their wardrobe with the latest designs. Through Likha, we want to offer them thoughtful and elevated options for everyday Indian-wear that are comfortable, without compromising on designs or fit.”.