AJIO: Womenswear brand Encrustd goes exclusive with Reliance owned AJIO

Encrustd, a womenswear brand known for its western designer collection will now be exclusively available on Reliance Retail’s fashion e-tailer AJIO.

Earlier this year, Encrustd unveiled its Mon Soleil Spring ‘23 collection which the company says is a fresh take on spring fashion with luxurious, flowly fabrics, hand crocheted tops and dainty floral prints. The brand is planning to launch a vacation-inspired collection soon.

“Encrustd embodies modern women – confident, elegant and ready to take on the world with style. The brand is loved by customers for its elevated quality designs and fine craftsmanship that transcends fashion,” says Vineeth Nair, CEO, AJIO.

He said the company is excited to add Encrustd to AJIO’s wide roster of exclusive brands, raising the style quotient for fashion conscious Indian women.

Deepa Chikarmane, founder of the company says, “Our commitment to craftsmanship sets us apart, ensuring that each piece is meticulously crafted to perfection, blending the finest Indian artistry with the hottest western trends. We believe in empowering individuals to embrace their unique style and make bold statements.”

The brand came into existence in 2015.In June, AJIO’s ‘Big Bold Sale’ (BBS) had achieved its “biggest-ever” edition, where half of the total orders had come from tier 2 and 3 markets. Approximately 50% of the total orders had originated from tier 2 and 3 markets.Customers spent 1200+ million minutes shopping on the AJIO platform. The order volume experienced an impressive 40% spike compared to the previous summer edition, with the summer collection receiving exceptional demand.