Soch Group Launched Body Positive Women's Workwear Brand, Not So Pink

Soch Group has invested Rs 4 crore for the launch of fashion-forward western workwear brand Not So Pink for the modern Indian working women, complementing all sizes with zero compromise on style.
Soch Group Launched Body Positive Women's Workwear Brand, Not So Pink

Soch Group, headed by Rohit Pugalia and Purvi Pugalia, has invested Rs 4 crore to launch women’s workwear brand Not So Pink for the modern Indian working women, complementing all sizes with zero compromises on style.

With offices opening up and companies going on for a full or hybrid work model, workwear is the new category brands are trying to tap now, for better sales and revenue generation. The brand redefines business fashion with a focus on tailoring western business ensembles to fit the Indian body type and sizes. The brand is a result of thorough research on the Indian body type and is delightfully unique in its offering, trendsetting designs available across sizes - right from XS to XXXL.

Focussed on having a robust online presence, the brand currently retails from its own official website, and will soon be available on other e-commerce platforms. Not So Pink seeks to challenge the prevalent stereotypes regarding workwear for Indian women. Their business apparel and accessories have been created keeping in mind the various requirements when it comes to workwear that not only makes their products more appealing but their approach exclusively for Indian women makes their products suit every customer’s fashion sense without compromising on comfort. Apparels at Not So Pink are value-for-money, with prices starting from Rs 1,499.

Purvi Pugalia said, “The body type issue has been around for a long time. Before we could define the Indian body type for our brand, we undertook a study with multiple participants and realised that the western fashion fit was solely reserved for international sizes. We wanted to create something that would tick all the boxes when it comes to western business fashion for the savvy and bold Indian woman.”

In addition to Not So Pink, Rohit and Purvi are successfully running multiple businesses across sectors including premium granola brand Munchilicious, This Or That, and The Rooted Co which is a pre-workout meal brand for those looking to live an active lifestyle.

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