How devi turns diva

Modern Indian wear brand, Indya, has roped in five women achievers from the fields of basketball, chess, literature, beauty and entertainment for a new campaign that pays a tribute to the millennial Indian women.


The brand's "I am Indya" campaign has Women's National Basketball Team member Pratima Singh, chess grandmaster and Arjuna Awardee Tania Sachdev, yogini and bestselling author Ira Trivedi, music artiste Kavya Trehan and budding model Tanisha De sharing their journeys this far.

As per the brand, the campaign celebrates modern women perfecting the crossroads between Indian traditions and a globalised society.


"It celebrates her duality of being traditional and modern with complete grace. This duality, instead of being a constraint, makes her stronger. She is raag and she is also rap; she is bindi and she is also boots; she is a Devi, and she sure is a diva," said Tanvi Malik and Shivani Poddar, co-founders of Indya in a statement.

"We wanted to showcase the brand with women who epitomise this genre-blurring cultural context - women who are setting new standards in ambition and achievement, while remaining grounded and proud of their Indian values."

Their inspiring stories can be seen on www.houseofindya.com.IANS