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Click-ready for the big, fat Indian wedding

Vasundhara Mantri and Aayshya Jhunjhunwala don’t feel like shopping anymore! Signs of shaadi ke side effects... neither is the bride though! The two Alipore girls are actually busy curating for the Great Indian Wedding, an expanse vast and ever evolving. Shoppers at The India Story will get a “first offline” glimpse of their online start-up Shaadilogy.com, which went live three weeks ago. “We realised that wedding shopping is an unorganised space and that there is a lot of potential to get the best service providers of the country together… an online marketplace that provides everything under one roof… from apparels and accessories to decorators, event managers and pandits and ritual items. Everything is going online now and couples are taking charge of their own wedding. The working professional has the capacity to spend but not the bandwidth to go from shop to shop, given the pace of our lives,” say the duo. 

Saionee Chakraborty   |     |   Published 19.10.16, 12:00 AM

Shaadilogy.com ladies Vasundhara Mantri (left) and Aayshya Jhunjhunwala at their office in Alipore. Picture: Rashbehari Das

Vasundhara Mantri and Aayshya Jhunjhunwala don’t feel like shopping anymore! Signs of shaadi ke side effects... neither is the bride though! The two Alipore girls are actually busy curating for the Great Indian Wedding, an expanse vast and ever evolving. Shoppers at The India Story will get a “first offline” glimpse of their online start-up Shaadilogy.com, which went live three weeks ago. “We realised that wedding shopping is an unorganised space and that there is a lot of potential to get the best service providers of the country together… an online marketplace that provides everything under one roof… from apparels and accessories to decorators, event managers and pandits and ritual items. Everything is going online now and couples are taking charge of their own wedding. The working professional has the capacity to spend but not the bandwidth to go from shop to shop, given the pace of our lives,” say the duo. 

According to Vasundhara, Shaadilogy’s curation is its USP. “We are not competing with a fashion portal…this is specifically for the wedding market,” she says. Think separate closets for occasions like Mehndi, cocktails or wedding day, beach wedding, bridesmaids…. You can also check out the ‘gift registry’ section where the bride and groom can add products they’d like to receive as gifts, from Shaadilogy as well as other websites, invite their friends to join the registry so that they can buy according to the budget.  

Some of the names on the Shaadilogy board are Krishna Mehta, Vivek Karunakaran, Aprajita Toor, Shruti Sancheti, Divyam Mehta, Dhruv Vaish, Neelum Narang and Paper Love. There’s also Nupur Kanoi, Eshaani Jayaswal, Devina Juneja and Suman Nathwani from Calcutta. Vasundhara, a jewellery designer herself, will also showcase on Shaadilogy.com.  

The Shaadiology project includes an app, Shaadilogy Event, which Vasundhara describes as a “personalised Facebook”. 
Vasundhara and Aayshya, a psychologist, have only their instincts and research to trust at the moment. “As we go forward we’ll realise what to change and what to retain,” says Vasundhara. For Aayshya, what they have explored is just the tip of the iceberg. Helping them with legal, financial and technical aspects is Aayshya’s brother Advay, a co-founder. 

The song that Vasundhara, who sings quite beautifully, is humming now? Kala chashma. Yes, the girls want Shaadilogy.com to start trending too. t2 says all the best!   

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