‘Varanasi being one of the oldest living cities in the world and having the symbol of being a World Heritage Site made it an ideal choice for me to represent YWC in a physical space with its roots planted firmly in social awareness. Through the small steps we take via our first store being located here, we aim to add to the upliftment of the city and celebrate our global culture,’ said Yuvraj Singh.
The company said YWC will also be available through other multi brand outlets in Varanasi, via a shop in shop format.
In the online space, the brand is available on Myntra and Jabong besides running its own portal.
The product pricing ranges between INR 699 to INR 4,999 and part of the proceeds go to Yuvraj Singh’s foundation for cancer awareness – YouWeCan.
Suditi Industries licenses, and manufactures the brand in India.