40nchic designs are versatile. It does not adhere to a particular age group of women.

We promote authentic Indian craft and handwork. We have tried to keep our costs low and give it a funky chic twist to suit the growing trend of fast fashion and also for a better reach.

You will find clothes that suit every palate and pocket.

Happy shopping with us😊

We promote traditional and Indo western wear because in our country the fabric, clothes, colours were designed keeping in mind our climatic conditions and cultural affinity.

Each region developed it's own styles of yarn processing, weaving, dyeing, printing and embroidery. It's native to us and we promote everything indigenous.

• Handcrafted products are made by hand and not machines.
• The most valuable investment is the time given by the artist. Each piece/ product made by hand is time taking.
• The production rate is slow and painstaking causing the prices to be higher.
• The quality of fabric, dyes and the intricacies involved, add to the cost.

Because it is made by hand, and despite being cautious there are always chances of spillage, non-uniform dyeing and printing, etc.

This also makes it more beautiful and distinct and one of the signs of it being authentic.

Handcrafted is and will always be in fashion.

Fashion trends change with time, but heritage textiles and handwork techniques are something that never fade away.

The craft , technique and process behind it, is generally passed down from one generation to another . It requires perception, training and apprenticeship.

Hence the artform is a kind of inheritance.

Any artform also resonates with the cultural heritage of a place and derives it's uniqueness from it.

Thus they are traditional by nature. And each has its own distinct characteristics.

This makes it unique - and , although not as varied as industrially printed fabric , it is still quite varied.

Handmade products are not difficult to maintain but they do need some extra care to ensure that they last longer. Most goods are made with natural raw materials and so they are likely to react quickly to different temperatures and chemicals.

Storage and wash care instructions should be properly followed.