What: Ganges Fashion

Where: 33A Jatin Das Road 

Timings: 10.30am to 6.30pm; closed on Sunday

A white facade — which instantly transports you to one of the many quaint boutiques that line the bylanes of the French quarter in Pondicherry —  houses Ganges Fashion, the new style den on Jatin Das Road. Whitewashed walls lined with white shelves stocked with a tastefully curated collection of home decor items, crockery, clutch bags, jewellery and apparel greet visitors inside the 1,200sq ft store.

The decor is minimal with the products on display adding colour, washed by warm, mellow lights. The first floor of the building houses Ganges Art Gallery. “Our goal is to reach out to the fashion-conscious in the city and give them access to brands that are making a splash, without them needing to travel out of the city. We also believe in being a brand with a heart and we are already providing employment opportunities to various artisans,” said Smita Bajoria, owner, Ganges Fashion.

Apart from fashion labels from across the country, the store also has the in-house Ganges Fashion line of tableware and accessories.

T2’S LOOKBOOK FROM THE STORE

Text: Anannya Sarkar
Pictures: Arnab Mondal