Mallika Dua’s 'kyaut' and quirky line of merchandise is inspired by her catchphrases and love for food
‘MAKE-UP Didi’, ‘Tinder Aunty’, ‘Shalishka’... the many avatars of actor-comedienne Mallika Dua have been filling up our social media feeds for quite some time now. From her comic skits helmed by her 'kyaut' accent to her hilarious shorts on Snapchat, the Delhi-based social media star has become one of the most followed social media influencers in the country. With her latest collab with Pipa Bella, an e-commerce platform for accessories, Mallika has now launched her line of merchandise.
“I’m kind of against the whole idea of making these generically sized T-shirts with slogans written on them. For me, merchandising was never about money. It was about taking my brand, and creating something fun out of it. So I waited it out and then decided to do my merchandise with accessories,” says the 29-year-old.
Launched earlier this month, the line which is divided into sections such as Buri Nazar Wale, Bhukkad, Out of this World, predominantly features earrings, neckpieces, bracelets, rings, and hairpins. While the collection consists of accessories with Mallika’s popular catchphrases such as ‘Kyaut’, ‘Wattawow’, ‘Scyauz me’ 3D stamped on it, quirky pieces such as the Nimbu Mirchi earrings and bracelets with origami-structured unicorns and kittens are some of the highlights. “I would call this line ‘wearable madness’.
It’s crazy at the same time pretty. I wanted weird things, but I was very particular that it has to be aesthetically pleasing. They can’t be so over the top and so crazy that people can’t wear it.” Find culinary-inspired pieces such as pasta rings and earrings, adjustable charm bracelets with pizza slices, fork and spoon earrings as well as the fried eggs earrings — one of the bestsellers. “We basically discussed the things that are close to my heart and food was one of the main things. And, I wanted to do a tribute to my obsession for food. I didn’t want it to be just a silver bracelet with a word written in black on it. I wanted it to be wearable and pretty.” shares Mallika.
— Fathima Ashraf