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Easy on the pocket

Last Updated 24 November 2013, 14:24 IST

More Megastore stocks about nine in-house apparel brands but none of them overlap in terms of designs, cuts and colours. Each brand is distinct in appearance and what’s impressive is that one gets to buy some exclusive designs at affordable prices.   

Distinct in cut and design

The brand focuses on giving its shoppers a mix of quality, design, fit and colour, informs Russell Berman, CEO – Hypermarkets, Aditya Birla Retail Limited, about the
philosophy of the brand.

Each brand caters to a different age group and satiates the changing fashion tastes of people.

The label ‘Karinee’ offers a bright range of kurtas, which is a blend of traditional designs with modern cuts. It stocks an enviable range in the casual and office wear category. ‘Bjoyzz’ and ‘Incheels’ offer an affordable range in western wear. There’s something for today’s fashion-conscious male as well.

Labels such as ‘Berwins’,  ‘Bluearth’ and ‘Be Casuals’ provide a wide range of casual and formal wear in bright colours for men. One could pick from a range of casual knits, shirts, chinos and winter wear. ‘Kruff’ offers denims in various cuts and designs which not only fit well but are easy on the pocket. ‘Chatter Kids’ and ‘Yo’ are exclusively kids’ wear.
The brand caters to those aged between 26 and 44 years.

Russell points out that the brand designs for today’s fashionable young men and women.
“We believe that our newly launched brands are fashion-right. So, this move will prompt customers to buy fashionable merchandise at affordable price points,” he states.
While Russell believes that accessorising is a matter of personal style and choice, he thinks people must dress in keeping with the season.

 “During winter, accessorising primarily involves a lot of layers like tops with thick quilted jackets, suits with cardigans, tees with sweat shirts, shirts with sweaters, skirts and shorts with leggings, saris with cardigans, jeans with basic tees inside a shirt layered with a jacket and so on,” he reasons.

Russell further notes that the right belt, a scarf, beautiful earrings and necklaces enhance any outfit.

“Mufflers and caps for men and the right type of shoes with everything are important. It is all about how you wear your look – it can be minimalistic or one can even go wild,” he signs off.


Neha  Kumari, III year mechanical engineering, CMRIT wore a blue salwar suit with a contrast yellow border.

Punchline: “The colours are bright, beautiful and perfect winter wear. The salwar is comfortable and fits well. The garments are high on style and elegance.”

Price: Kurta-Rs 799,
leggings-Rs 299 and
dupatta-Rs 199.



Fahad, I year BBM, Baldwin Methodist College wore a navy blue T- shirt with yellow stripes and paired it with black denims.

Punchline: “This is a very striking combination and fits perfectly well. It would be better to wear it in the evening as it will stand out. A colourful jacket could transform the look.”

Price: T-shirt-Rs 399 and denims-Rs 899.

Lakshmi Ambarish, II year, BCom, Mount Carmel College wore a red top with dark-coloured tights. 

Punchline: “The colour is bright and you can team it up with just about anything to suit the occasion. I think the outfit is extremely attractive.”

Price: Denims- Rs 299 and top-Rs 499.


Darsh Chandrappa, III year BCA, PES College wore a formal white shirt with horizontal black lines and complemented it with dark formal trousers. 

Punchline: “The look is perfect for a formal meeting and the black contrast stripe on the sleeves give the garment a cool look.”

Price: Shirt-Rs 499 and trousers-Rs 599. 

Roshan Khan, I year BBM, Cathedral College, wore a white T-shirt with coloured trousers and complemented the look with a blue shirt.

Punchline: “This look is perfect for a weekend get together and it could even be worn to an evening out with friends. The colours are soothing to the eye and the contrast is quite stylish.”   

Price: Shirt - Rs 799, T- shirt- Rs 299 and denims-Rs 899.

Akshata Manjunath, final-year mechanical engineering, CMRIT wore a green with a purple border anarkali suit.

Punchline: “The colours are perfect for a festive occasion and it can even be worn to a wedding. You don’t even have to wear too much jewellery, thanks to the intricate work on the garment.”

Price: Kurta-Rs 799, leggings-Rs 299 and dupatta-Rs 199.



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(Published 24 November 2013, 14:24 IST)

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