Nine Yards Aims To Bring The “She” Perspective In Every Brand

Nine Yards, founded by Shweta Iyer and Heetal Dattani, who have around 20 years of experience in the advertising industry, aims to bring out the “she” perspective in every brand to make things more relevant to this modern times.

As times changed, the idea of fashion has also changed, and right now everyone thinks being different makes you cool. But it’s not the idea of being different but being what you believe in that makes you different. “Our name Nine Yards stems from the traditional saree that expresses the grace and power of the female, something that’s not fully explored by brands today. We want to change that and help weave the ‘She’ story into the way brands think, speak, and act across mediums that are right for them. And if that makes us different, then so be it,” said Shweta Iyer.

Both Iyer and Dattani are old college friends and have worked in various advertising brands and companies. Iyer has worked in several leading brands like Sunsilk, Lux, Philip appliances, Croma, and so on while Lakme, Axe, Vicks, Benadryl, Kamsuthra were some of the ventures where Dattani worked.

The duo planned to launch this brand before lockdown and when they reached the final stage of the launch, the lockdown was imposed. Nine Yards will give a new perception on brand identities, content creation, and retail designs. They also strongly believe that every brand depends upon the progress and growth of Indian women.