In the past decade, the Internet has grown a tad older. From serving as an instrument to overcoming distances, it has certainly expanded its horizons. Zaarga, the latest online retail destination, has given the internet a new avatar; that of fabricating careers. Zaarga is that platform that weaves within its spaces young talent who have an eye for aesthetics and design.
(In pic: Anuja Mukim and a bag from her label)
Anuja Mukim, 24, a Mumbai-based designer (label: Tuesday Afternoon), shares: “My journey with Zaarga began six months ago; also, it is my first venture in design. In the recent past, there has been a huge boom in e-commerce, arena. I was flooded with offers from various establishments, but I somehow couldn’t associate with them. Then Zaarga came my way and I couldn’t refuse. Sometimes, it’s the connections you develop with certain things that work for you.” Zaarga, stems from the intense passion of the duo Ashni Lukose and Indu Ananth, who have had a long, enriching background in the IT sector.
(Founders Ashni Lukose and Indu Ananth)
However, they found absolute contentment solely in their love for design. Indu, says, “Our collection is quirky in perspective; so, we have a lot in store for the youth. We offer a wide ranging in our prices that begin at Rs. 133 and goes up to Rs. 80,000.” Zaarga is, of course, still carving its trajectory to keep pace with the extensive competition in the online world. Ashni insists, “Zaarga is a community for people who display a keen interest in art.” However, there stems a distinctly tempting aroma from this freshly brewed curry, owing to its flavoursome website that almost lures you into sliding your debit card for one of the striking photographs that unfold within a background of an earthy, mahogany pan and some enticing spices that glide through in the form of an interesting blog and Facebook and Twitter venues. Of course, their ingredients comprise a mish-mash of lifestyle and home products (stolls, shawls, jewellery, furniture, stationery, accessories, bags) blend as appealing seasoning.
(In pic: Barokh stoll by Ritu Agarwal)
Ritu Agarwal, a Mumbai-based designer whose year-old label Barohk is available on Zaarga, says, “My designs are very contemporary; they are a blend of western and traditional. My target audience is certainly the youth who can carry off this mix well.” The novelty of this platform also stems from their willingness to submit it for disposal of contemporary designers. Indu, says, “We are not concerned if the designer is established; the designs should be appealing. Zaarga is open to even students straight out of college because that’s where immense creativity lies. In fact, we have even spoken to the NIFT authorities to absorb part-timers from their bunch.”
Girinath Gopinath, a young Bengaluru-based designer (label: Ingots) and an alumnus of NIFT Delhi, says, “It’s exciting to know from where your customers come from. The key advantage is that platforms like this have a wider reach. They reach even the smaller towns and cities, not just the metros.” Well, all of those designers who are determined on marking the world around them with their designs can now confine themselves into the cocoon of Zaarga.
Payal is a I M.A. Communication student at M.O.P. Vaishnav College for Women.
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