17th September 2021, Mumbai:
Indya, a brand owned by High Street Essentials (HSE), has hired Bollywood actress Shraddha Kapoor as its first brand ambassador. In a range of advertisements across media channels, the actor will be seen endorsing the brand. Kapoor will kick off her collaboration with Indya with the premiere of the brand's debut campaign and digital video,
"That's My Indya." “Shraddha personifies the millennial Indian woman that our brand is based around — autonomous, knowledgeable, and rooted in her being yet modern in her outlook,” Tanvi Malik and Shivani Poddar, co-founders of Indya, said in a joint statement.
She epitomizes the free-spirited Indya woman's confidence and determination.
Our collaboration with her is a step toward deepening our relationship with our customers and reaching out to millions of new women who will identify with our brand on an emotional and stylistic level.” “Indya has re-invented Indian fashion by brilliantly capturing the essence of what the modern Indian lady is searching for today,” Shraddha Kapoor remarked. My own style preferences perfectly connect with the brand's experimental and fuss-free spirit, since I'm always on the search for beautiful garments that I can easily slip into and go.
I am an Indian lady who is delighted to be connected with them.” HSE, which was founded in 2012 by Shivani Poddar and Tanvi Malik, also owns the fashion label Faballey. It recently extended its product line by branching out into the skincare market.