Mix and match!

‘ILK - the boutique with a cause’ is a little known shop tucked away in the quiet bylanes of Jayanagar. Pursuing the cause of the Indian revivalist designer, it offers outfits for women of all ages, varying from tunics in unique cuts and colours to modern dresses with interesting prints...

Ilk’ is a breath of fresh air with the colourful options to mix and match. Added to it is the reasonable price range for the quality of its products compelling one to visit the store. Run by Preethi Rammohan and her husband Sudeep, the shop focuses on reviving the Indian crafts and textiles with a fun designer edge to it. So while Preethi does not design the clothes herself, she retails and promotes designers from across the country whose works are quirky and tasteful.

Some of the designers showcased there include Takla Makan and ‘Wunderhaus’ from Pondicherry; Anra and Sanjukta from West Bengal; Vraj: Bhoomi, Khamir’s and Itr from Ahmedabad; ‘Studio Smriti’, ‘Indigene Crafts’, ‘Indian August’ and ‘Pure Ghee Designs’ from New Delhi; Ek Kharkhana from Mumbai and Samoolam from Uttarakhand.

Talking about the boutique, Preethi says, “Although I specialised in MBA finance, I’ve always been passionate about hand-made and well-designed things. During my husband and my travels across India, I realised that there are many forms of art techniques that are being lost with modernisation. I came across many designers who felt the same and were working with such artisans to revive the market but in a modern way.

Hence, I started ‘Ilk’, which is a platform for all designers working with Indian arts, crafts or handlooms and incorporating a revivalist edge. Hence, the name ‘Ilk’, which means things that belong together.”

The apparels range from Rs 800 to Rs 4,500, saris cost anything between Rs 4500 and Rs 12,000 and personal accessories range between Rs 200 and Rs 1,800. Other than garments, one can also find a range of jewellery, clutches and bags at the shop.

When asked about the fastest-selling items, Preethi replies, “Tunics and dresses are our fastest-selling designs as we carry a range of designs by various brands in different materials. These suit all body types and are a burst of colours.”

She added that the target audience is people who appreciate Indian arts and crafts and understand the boutique’s ideology. “Most of the designers we carry use simple Indian weaves and techniques and give their personal touch, making every single piece unique. We cater to the age group of 16 to 60 in both formals and casuals,” notes the entrepreneur.

On how she keeps innovating, she says, “We’ve tied up with various designers across the country and they come up with new designs every season. So we keep rotating our stock. Further, we don’t limit ourselves to only our existing set of brands.

There are so many up-and-coming designers and brands and we identify young talent so that there is always something fresh to offer to our clients. The designers we work with, despite using old techniques, are always working towards creating new designs that go with the current trend in the market.”


Florence Joyee
II year BBM, Presidency College, went for a red and white Bengali-style tunic from Sanjukta with leggings. She threw on a colourful necklace from Samoolam and bright chappals to add to the look.

Punchline: “The entire outfit has a very earthy feel that strikes a good balance between Indian and contemporary wear. I will wear it to college or for hanging out with friends.”
Price: Tunic – Rs 2, 080, necklace – Rs 585, chappals – Rs 1,500, leggings – Rs 350 and earrings – Rs 250.

Anusha Reddy,
I year BCom, Presidency College, picked up a unique top from Takla Makan and paired it with leggings.

Punchline: “I love the top – the look is unique and the colours go really well together. One can change the look by pairing different accessories and wear it to both casual outings and parties!”
Price: Top – Rs 3, 200 and leggings – Rs 350.

Kavyashree P,
III year BCom, Jyoti Nivas College, wore a grey ikat weave kaftan dress from ‘Indian August’. She combined it with a pair of matching chappals.

Punchline: “It’s a unique look and the dress is extremely comfortable for the summers. This style could be a new trend with people my
age and would really work
for parties.”
Price: Dress – Rs 3, 650, chappals – Rs 1,500 and earrings – Rs 120.

Deepika Sharma,
I year BCom, Presidency College, wore a beautiful dress from Anra and carried a clutch from Ek Kharkhana to complete the look.

Punchline: “I like how the dress looks on me. It’s very innovative in terms of the colours used and the bag gives it a fun and quirky touch.”
Price: Dress – Rs 1,500, chappals– Rs 1,500 and bag – Rs 1, 583.

Vanhmingliani Hnamte,
III year BA psychology, Jyoti Nivas College, chose a pair of printed palazzo pants from Itr, which she combined with a spaghetti and sleeveless jacket from the same brand.

Punchline: “I’m in love with the pants. The clothes are comfortable and the prints are fresh, especially the jacket. It’s a smart look that speaks for itself.”
Price: Pants – Rs 2, 599,
jacket – Rs 2, 000 and earrings – Rs 235.

‘Ilk’ is located at 100, 34th B Cross, 11th Main, near Subway, Jayanagar 4th T Block. For details, call 9972319188.

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