Anju Modi sits squarely in luxury pret and couture, with a store built around occasion dressing rather than everyday basics. Its live catalog is anchored in embroidered kurta sets, anarkalis, tunics, capes, half sarees, palazzos and lehenga-like celebratory pieces, with silk chanderi, tissue, dupion silk and linen doing most of the work. The brand presents itself as rooted in textile heritage, meticulous craftsmanship and Indian craft, and the website copy frames it as a custodian of Indian tradition that brings contemporary innovation to old traditions.
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A mood, an occasion, a feeling, matched to real, wearable pieces from independent Indian brands.