Maternity & postpartum nursing wear

You didn't stop having taste. We kept up.

For the woman who refuses to disappear the moment she gets pregnant.

Shop now Our story

The essentials

Made to wear, then forget you're wearing.

'All Day' Wireless Feeding Bra

Rs. 1,000.00

'Just Us' Clasp Feeding Camisole

Rs. 1,400.00

'Sundaying' Zipless Feeding Cotton Tee

Rs. 2,400.00

'No Fuss' Invisible Zip Feeding Cotton Tee

Rs. 2,400.00

What did you wear when you were pregnant?

We asked 50+ women. This is what they told us.

You're not the only one who felt this way.

"Whatever fits. Which is basically nothing."

28 years, Mumbai

"My husband's old t-shirts, ugh. I'm not proud of it."

31 years, Delhi

"I stopped caring around month 4. I hate that I stopped caring."

24 years, Bangalore

"People told me to rest all day. But I went to concerts, to Bali with my friends. I was out and about — I just had to struggle to fit into my fun clothes."

33 years, Hyderabad

"Found some random co-ord sets. I wouldn't step out in them, they're so ugly. But don't tell anyone."

28 years, Mumbai

Our story

We started because
we were angry.

Maternity wear in India is an afterthought. Shapeless fits, dull colours, tucked into the corner of every brand's website — if it's there at all. We spoke to 50+ women before making a single thing. What they wanted wasn't "maternity wear." It was to not disappear.

be imli is named after tamarind — khatti meethi. Tart and sweet, all at once. Just like this phase.

Read our full story →