Kriti Sanon announces sale for her label Ms. Taken

The actress, who forayed into the fashion world by collaborating with legendary cricketer Sachin Tendulkar-backed celebrity fashion company Universal Sportsbiz Pvt. Ltd., launched the sale in The Great India Place mall here by bursting a silver disco ball pinata.

"Fashion has been something that I have been really into since a very long time. Every girl likes dressing up and I am those girls who take a little time to dress up. I love to dress up at occasions. I could not follow one particular person for style...I wanted to do something that I put in my personal style in," Kriti told.

The actress says she wanted to bridge the gap of western wear and Indian sensibilities.

"There are so many western wear brands, but somewhere either the Indian sensibilities are not matching with what we want in the brand or sometimes they are not affordable... so I think that gap is something I wanted to bridge," she added.

Ms. Taken, a signature western wear line, includes tops, tunics, dresses, trousers, jackets and denims.

"Ms. Taken collection embodies the progressive, carefree and graceful young Indian women... Ms. Taken will recreate a women's wardrobe for everyday as well as special occasions. Kriti's style quotient is exemplified through this collection," said Anjana Reddy, Founder and CEO of Universal Sportsbiz.

The brand started its three day flash sale from Friday to Sunday across on line in-stores.

"We are positive that Ms. Taken is well poised to become one of the most fashionable brands in the country," said Gopal Asthana, Customer care associate and head- buying and merchandising, Shoppers Stop Ltd.

The collection, which is priced between Rs 699 to Rs 2,999 and will be available at Shoppers Stop outlets and online fashion portal Myntra.