Avantra was launched in India in 2021 as a private label of the country’s leading mother brand, Trends, appearing in over seven hundred locations across the country.

The brand aims to redefine the experience of saree and ethnic wear shopping by offering an innovative retail environment that is passionately customer-centric, unique, and authentic. It provides a wide range of fashionable assortments of sarees, saree brands, ethnic wear, and accessories, along with differentiated services and shopping experiences—such as blouse customisation or saree finishing—all in one location.

The brand development began in the spring of 2021 in collaboration with the Bangalore-based advertising agency, Phantom Ideas. As the art director of the project, my role focused mainly on shaping the overall look and feel of the brand and developing the visual identity, including packaging, in-store signage, and the general visual direction of Avantra’s communication.