Avanday launches as self care focused womenswear brand

Entrepreneurial sisters Aditi Gogia and Tarjini Gogia have launched Avanday as a womenswear label focused on self care and wellbeing. The brand has launched its maiden collection on its new direct to customer e-commerce store.

“We envisioned a brand that empowers women to feel confident, not just in their clothes but in themselves,” said the brand’s founders Aditi Gogia and Tarjini Gogia in a press release. “Avanday is about creating confidence from the inside out- helping women feel their best, both mentally and physically.”

Avanday’s offering comprises casual co-ord sets, lounge sets, activewear, and lounge dresses, available in comfort driven silhouettes and brightly coloured patterns. The label’s main target audience is women aged 16 to 40 and its products are priced in the mid segment of the market.

Keen to highlight its emphasis on self care and wellbeing, Avanday offers shoppers who make purchases above Rs 3,000 a complementary therapy session with a licensed counsellor. With a wide selection of fusion style casual wear, Avanday aims to establish itself in India’s growing athleisure and lounge wear market. 

The brand has also debuted its apparel collection on e-commerce platforms including Myntra and Amazon India to reach more shoppers. “Step into a world of vibrant, feel-good fashion with Avanday, where every purchase is a step toward embracing your best self,” announced the label.