We started because we were angry
Constantly frustrated by something that seemed so obvious once we saw it: the most fashionable women in India had to resort themselves to wearing shapeless, joyless clothing the moment they get pregnant. Because there is nothing else.
No real design. No Indian sensibility. No acknowledgment that she is still a whole person with a wardrobe and a personality and a life happening outside the bump.
That felt just so wrong. So we decided to do something about it.
Parul & Tanisha
Parul, a mom of two who has lived every trimester, every postpartum morning, every moment of looking in the mirror and not quite recognising herself.
Tanisha, a young woman ready to challenge the status quo!
Between us, we bring the design instinct and the lived experience. Every piece we make is something we'd actually want to wear. If it doesn't pass that test, it doesn't make the cut.
So why this name?
Because imli is khatti-meethi. A little sour, a little sweet. Both things at once.
That's pregnancy. That's early motherhood. That's the woman wearing our clothes — excited and exhausted, glowing and overwhelmed, stepping into something new while still being completely, entirely herself.
The name chose the brand, honestly.
What we make & why?
Every piece in our collection is designed to work through your changing body — not fight it. We use fabrics chosen specifically for Indian summers, Indian skin, and the reality of a body that is doing extraordinary work every single day.
We think about where the seams sit. How the waistband moves. Whether you can feed your baby without changing your entire outfit. Whether it still looks like something you'd have chosen before you were pregnant.
Because you didn't stop having taste. You just needed a brand that kept up.
You're still you, just pregnant!
We're a small brand. We're new. And we're paying attention.
Every piece of feedback changes something. Every customer who tells us the fit was off, or the fabric surprised her, or she wore it to a wedding and felt like herself — that shapes what we make next.
If you ever want to talk sizing, styling, or just have a question — we're on WhatsApp. Real people, real responses.
Welcome! We're glad you found us.