Accordingly the sight of women in resort-wear in business conferences, home-wear in meetings and shirts with drooping shoulders have led designer Varija Bajaj to venture into a label focusing on Indian culture, body shapes and skin tone which is targeted at working women professionals. Bajaj told "It's not who the women are. It's the choice they are imposed with in the name of comfort, availability and lack of awareness”.
Meanwhile with research, she deduced that the supply chain from the yarn to the ideal textiles to the end customer is completely oblivious of what should be ideal work wear for Indian women. Bajaj explained "The Indian body structure is very different from our western counterparts. With extensive research on Indian body types, we have realized that an average Indian body of a woman is 5 ft 2 inch with narrow shoulders and is pear shaped vis-a-vis 5 ft 6 inch, broader shoulders and rectangle or an apple shaped Western women”.
