New Delhi, Nov 3 (IANS): Kolkata-based designer Vedika Merh has launched her official online retail store.

"I am happy to announce the launch of my online shop. It will allow me to expand my reach and deliver products across India," Merh said in statement.

The label Vedika M is a pret line where colour and print define their design identity. The brand prides itself in creating exclusive designs, with a fantastic blend of abstract block prints and hand brush strokes in eco friendly colours. The use of varied brush strokes and geometric prints in block colours make the garments unique.

"The main focus of our brand is our prints, since they are handcrafted in-house. Our textiles are individually created by different hand painting techniques," the designer added.

Vedika M's collection consists of long dresses, short dresses, statement jackets, flowy skirts and flattering dresses.

"We believe in a one-design-per-style philosophy keeping each maxi dress, jumpsuit, jackets and stylish tops limited and unique," she added.