Aarja Apparel Company launched its first concept store for its premier hand-woven brand ‘Khadder’ in Kolkata. Actor Shweta Tewari has been appointed as brand ambassador of ‘Khadder’.

As per the senior company official the company is all set to create heritage handloom stores in India. The Concept Store will house a host of natural apparel, linen, stationary and furniture which are typically green, eco-friendly and most importantly handmade.

The company wants to create an institutional model for popularizing handloom and its inherent strengths among institutions and corporate by targeting their consumption patterns. The first handloom heritage store is being targeted in either Kolkata.