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Varatanu (var - ta - nu) वरतनु - voluptuous

The philosophy of worshipping Shakti - or the feminine energy, has always existed throughout the centuries. The feminine energy is complete, enigmatic and powerful - and it is devoid of physical constructs. Over time, we seem to have become enmeshed in the thought that restricts the feminine to a particular form or with restrictive definitions of what it means to be feminine. We want to use our blog to promote the idea that Shakti, femininity, can exist in many forms, and she needs to be celebrated in all her forms. We want to see her being celebrated by learning to love our bodies. We want to show the world that voluptuousness means grace, it means being healthy, it means being brave enough to step out of the restrictive, rigid boxes we are put into. We also believe that Shakti isn’t gendered, and it is at the heart of how we reimagine our fashion. We want to create clothing that talks to the Shakti within all of us, without being bogged down by our masculine energy that is always questioning norms and acts as a catalyst to rules and discipline.

We are all, Varatanu. Read our stories here

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    • Mar 14, 2022
    • 2 min read

Spotlight by Merril Diniz: Sexy, sustainable, size-inclusive fashion

Updated: Aug 24, 2022


"For as long as I can remember, fashion has been one of the least inclusive mainstream spaces. Millions of people engage in this space everyday. Yet, we get to shop among such a small spectrum of sizes. The overall shopping vibe is also not friendly to anyone exceeding a size XL.

From my 20s’ onwards, I began actively seeking out fashion brands that were breaking the status quo. But what I discovered is that brands mostly operated in a “safe” size range. Eventually they would tag on a few larger sizes, as an afterthought. This means one has to shed a lot of weight to fit into clothing of your taste.

Well, in 2022, I was thrilled to discover Profusion Fashions, an online boutique brand that launched with inclusive sizing from Day 1. The brand houses sizes “audacious US 14/L to radiant US 28/7XL”. “We have a size chart in adjectives – Audacious, Confident, Spirited, Secure, Courageous, Bold, Graceful and Radiant sizes – in that order,” explains Co-founder Prachi. Their approach to closing the fashion size deficit got me very excited!


I was really excited to understand the thinking behind launching a size-inclusive brand that makes such flattering, funky, fierce clothing. Here’s what an honest conversation with Prachi Kuchroo and her partner-in-crime Ruchi, revealed…" writes Merril Diniz


For the full coverage on our brand, read full blog post here https://merrildiniz.wordpress.com/2022/02/17/celebrating-sexy-sustainable-inclusive-fashion/


Shop Our Curated range of fiercely feminine, body proud clothing >>


Click here for our zero waste initiatives >>



About Merril DIniz


A Goan by birth and in spirit. Writer at heart. Loves spending time in nature, writing on issues and ideas I care about Communications professional working to craft a safer, nicer planet.


Proud, loving SODA (Sibling of a deaf adult).


Member of the Capital City Minstrels and Paranjothi Academy Chorus, Mumbai. Travelled to Europe for a magical 40-day music tour. Striving to live a mindful, conscious, kind, zero-waste lifestyle.


Part of a series featuring women and their lockdown experiences/ learnings triggered by the Covid19 pandemic


On #WorldMenstrualHealth Day, spoke about my belief in Ayurveda being a transformative solution in relieving common menstrual and reproductive health issues in this wonderful video curated by Gynoveda





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    • Dec 16, 2021
    • 1 min read

a month to 3

Updated: Aug 24, 2022

in a month, we turn 3. on January 15, 2019 we launched our online store with a hope to connect to our clients more directly offering limited and curated options. here, showcasing some of our bestsellers over these 3 years! its been a slow journey, but one that would have been impossible without the support of our small fierce body proud community

the shi sequins was our trial collection that was much loved during our valentines special in 2019
the pranjal shrug was made under the support local fabric retailers initiative





the organza over top was our most requested customisation.

the steph top was a winter special ed that was born on the occasion of the online boutique launch

the udiyo top was our bestseller of aw20'

the sthir top of aw21 became our highest viewed item

the bubble crepe cape dress was a bestseller before our launch during market trials


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