Style-conscious youngsters set their own trends with help from Purple Ink

by Sajita Krishnan

WHAT’S HAPPENING

Young, urban style-conscious Indians are increasingly finding new avenues to express their individuality. New kids on the design block, Bangalore-based Arpita Rao and Pia Rajendra offer this very promise of uniqueness to scores of youngsters. They call their service Purple Ink and create clothes and accessories based on individual style.
Purple Ink started as an experiment on Facebook in 2009 and has caught on with the young crowd 14 to 30 (it’s especially a hit among college goers). The business continues to operate only through Facebook.
Rao and Rajendra bring to life everything from Batman to Barbie, all with a little color and glitter. Popular personalization requests are for jeans, shoes, notebooks and even lip gloss. Rates range from Rs 50 to Rs 1,000.

WHAT THIS MEANS TO BUSINESS

Urban youngsters would just as soon set their own trends as be part of an existing movement. In a world of mass manufacturing, they want to be able to make their unique style statement by personalising everything from clothes to accessories to even their college notebooks.
Youngsters are also looking for economical ways to personalise their style — flaunting their uniqueness without emptying their pockets.

RESOURCES

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