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    Fashion for mothers-to-be

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    Pregnant women will not miss making a style statement anymore as 9 Months, a first-of-its-kind brand exclusively for mothers-to-be, has been launched in the country.

    The brand has been incepted after an extensive research on 200 pregnant women and 10 maternity experts including gynaecologists. Priced Rs 799-2,985, the apparel range has been made through special techniques to ensure a blend of comfort and style.

    “We spoke to over 200 pregnant women and asked their admired wears. Almost every woman exuded the sentiment that they miss their stylewear. This is how we thought of offering stylised and fashionable apparel for women,” Aparna Jain, CEO, 9 Months, told Indiaretailing.

    Asked if the company is looking at other unique segments, Jain said, “As of now, we are concentrating on branding 9 Months and will continue to do that for another six months.”

    Commenting on retail plans, Jain said, “We are present in three retail destinations including in Mumbai and Apple of my I in Bangalore, while in Delhi it will be retailed at Kids at Home store, which is the brand’s parent company. The brand can also be bought online at www.9months.in. We take orders online and deliver to 50-odd cities across the country.”

    “We are not in talks with any mall or multi-brand outlet, but will definitely expand after six months, and will also open an exclusive brand outlet,” added Jain.

    The collection comprises work, party and weekend wears. The winterwear collection including sweaters and stoles will be on shelves in December.

    The garments have empire waists to flatter the figure, wraps and belle-bands enabling comfortable expansion and ruching, which allows the fabric to unfurl at the waist, following the natural contours of the female form.

    – Ranjan Kaplish