Go Jawaani

Company Brief

Delhi, January 23, 2012

Upon a Moulin Rouge style Vaudevillian stage, the avant-garde, brain-scrambling contemporary sari fashion brand from the KBSH family Go Jawaani: Weapons of Mass Seduction was launched at ITC, Maurya Sheraton amidst the theatrical razzel dazzle on a cold foggy night in Delhi.

The brand ‘Go Jawaani’ was incepted with the sole mission to take the traditional Indian heritage, feminine elegance and timeless romance the ‘Sari’ to places it has not been before.The sari line carries explosive collections with surreptitious names likes Oye...Teri Behen ki, OMG, Anti Behenji and Da Ping. The entire brand brings to life four distinct collections for four distinct looks: Youth fashion, Club wear, Smart casual and Corporate wear look.

On the launch Mr. Surinder Dhir- Chairperson and MD of KBSH said, “While most fashion houses are going in for mechanised production to cater to increasing demands we at KBSH for over 50 years, have championed the cause of Indian weavers, maintaining long-lasting, collaborative relationships with the artisans. With ‘Go Jawaani’ as well, the majority of products are designed as handmade creations in order to bolster the hand-loom trade”.

The mastermind behind the whole idea Sanya Dhir- Brand Director of Go Jawaani said “I want to break the notion that a person can only be seductive with western wear when the sari which has been since the Vedic times-an attire that oozes sexiness has been even in sculptures (of apsaras and courtesans) and monumental illustrations. the sari being used as an attire to make people look older and like behenjis by using its innovative drapes to make women look younger, hotter and smarter..

To all this Sanya quoted ‘After all, you don’t have to wear pants to be in control’

Go Jawaani’s exquisite, ingenious style innovations such as a denim sari, sari with pockets, the business suit sari and the gown sari will be retailed through their e-commerce website www.gojawaani.com initially and later through their own outlets.

For further information, please contact:

Goodword Media

Aarun Mittal

Mobile: +919654521511

Email: aarun.goodword@gmail.com