High Street Essential expanded the offline footprint of its jewellery brand Zyra by opening a shop-in-shop in Hyderabad’s Forum Sujana Mall. The shop will sell Zyra’s range of traditional and fusion jewellery including statement earrings, chokers, and rings with ample bridal options. Prices range from Rs 600 ($8.47) and Rs 3,000.
High Street Essentials launched Zyra in November, 2019 and is currently opening shop-in-shops for the brand inside its Indya stores. Zyra shop-in-shops have already opened in Bengaluru and Ghatkopar, Mumbai.
Indya launched its first Hyderabad store for its main clothing line in the Forum Sujana Mall in September 2019 where the Zyra store now joins it. Indya retails a range of bright ethnic and fusion wear such as kurtas, dresses, and sets.
Shivani Poddar and Tanvi Malik launched Highstreet Essentials in 2012 and the business runs Indya and Zyra as well as plus-size fashion brand Curve and fast fashion western wear brand FabAlley. High Street Essentials is currently pursuing an omni-channel expansion strategy for its clothing lines and currently has over 200 brick-and-mortar retail locations across India.