Indian at heart but contemporary in outlook is the all-new lifestyle store Indian August. Housed in Noidas Sector 18 market,the store houses a range of apparel,drapes,accessories and interior products put together using Indian techniques such as weaving,embroidery,block printing and textile dying. Besides,it also brings more than 25 designers (including Aneeth Arora,Deepika Kumar,Priti Prashant and Puja Arya) and master craftsmen under one roof. Indian August comes across as a home of specialists with their varied expertise in ikat,brocade,chikankari,kalamkari and chanderi. As owner Sanjogita Kaul says,The aim is to build a symbiotic relationship between artisans at the grassroot level and the urban market. A look at Spring-Summer 2013 line-up makes you realise theres a conscious attempt to present Indian handcrafted traditions in a contemporary vocabulary. The collection is a mix of bright hues in contemporary styles: tunics with asymmetrical hemlines,floor-skimming dresses and off-shoulder tops. Prices will suit all pockets you can bring home a khadi mashru shirt by Priti Prashant for Rs 1,500 or a Puja Arya block-printed dress for Rs 6,600.
