After a stint as an IT professional, Anurita joined design school to pursue her interest in designing. Turning her skill and interest into something fun and profitable, she started with just a few cushion cover which snowballed into a full product range that was first tested in London. Pink Jalebi currently has a small team of three people with her sister Devyani managing the London market.
Conceptualised in September 2011, their products hit the London Greenwich market in April 2012. Their launch in India happened in Bangalore in June 2012 at the Sunday Soul Sante. Catering to an open category of audience across genders and age groups, they have clientele in Tier II cities as well. Interestingly, their first client was an 89year old lady, Hillary.
Though focused on exhibitions and flea markets like Sunday Soul Sante, Kitsch Mandi, Greenwich market building direct customer relationship, they also secure some business through Facebook and other social media. With their products now available on itshandmade.in, they are also looking at online sales as the next major step expanding by the end of the year. Apart from exhibitions and online sales, Pink Jalebi is also in talks with several stores for stocking their products.
With the vision to be present in retail outlets in five cities in India and two in India by the end of next year, they are working on some new ideas. As far as the brand goes, I think it's dynamic and evolutionary and will take its own shape. It's the marriage of old world nostalgia and new found modernism created through a juxtaposition of images, graphic design and characters from different eras. But the definitions of old-school and contemporary are also constantly changing,” says Anurita exciting about their big plans.
For more on, take look at Pink Jalebi's Facebook page.
