— Contact
If we don't reply in two working days, resend with more detail — it almost always means the first one wasn't specific enough to answer well.
Writing back, slowly.
— Tell us who's writing
— For the editor
Anaita answers a handful of reader questions in every Tuesday issue. The specific ones make the cut — be concrete about the buy or window you’re asking about.
— What makes the cut
— A typical first conversation
“So tell me about the brand.”
“Bridal, mostly. Twelve people. Two stores, one online. Six hundred SKUs at peak.”
“When did you last over-buy zari?”
“Last monsoon. We carried the dead stock into Diwali. Some of it is still on the rail.”
“Tell me about that. What did you see that made you buy deep?”
“Two of our designers had it on the runway. The Instagram engagement was up. The Mumbai store had a strong May.”
“And the Delhi store?”
“Flat. I told myself it was a seasonality thing.”
“That is the one the engine would have flagged. One signal moving, three flat — watch, don’t load.”
“In hindsight, yes. In the moment, I had the budget and the calendar pressure.”
“That is exactly when we are most useful. Let me show you what the brief would have said.”
Composite of three first calls. Names and details changed; the texture is real. If the form below feels formal, write the way you'd write to Anaita — she replies in plain English.
— Before you write
Stated bluntly so you don't waste a Monday morning.
— Letters to the editor
Submit a question and Anaita may answer it in the next Tuesday brief. The most useful ones are specific — a buy you're weighing, a category you're unsure about, a window that's coming up. Selected questions are answered by name unless you ask otherwise.
Write to the editor— How it works
Submit Monday, see it in Tuesday's issue. The contact page feeds the magazine — every brief starts as a letter.