ETHNIC VIBRANCE

Dress up fashionably for all occasions with the most stylish ethnic wear from Asma

By Jeelani MN

Launched in 2005 at Malleshwaram, Asma has grown by leaps and bounds in the retail apparel business. They have branched out at Jayanagar, and recently opened up an outlet at Commercial Street as well.

Asma Founders, brothers Adarsh Gupta and Nischal Gupta have been creating quite a buzz with their Commercial Street store. Says Adarsh, “The demand for women’s wear was tremendous, as not many stores were selling lehengas and dress materials, and no store was dedicated exclusively to Indian women’s wear. We saw an opportunity as Gupta’s Textile Annexe (the parent company) has been in the men’s apparel business since 1964, and we wanted to set up women’s wear under a new brand name.”

The South Indian market has always had a predominant focus on their saree stores, leaving only a small space for dress materials, salwar suits, and lehengas, which made it difficult for regulars in the market.

Adarsh elaborates, “We did not want to get into the over-crowded saree business space. We felt that getting into ethnic wear, salwar suits, lehengas, and dress materials area would create the much needed change.”

The passion and compassion that has gone into building this business exude in every garment the store showcases. Further, catering to customers personally with a well-trained staff sets a very relaxing tone to shopping at Asma. Families shopping for weddings, or any other occasions feel a sense of ease with the selection the store offers. It is a hands-on family-run business, helmed by Punith Gupta, father of Adarsh and Nischal, their mother Uma Gupta running the Malleshwaram store, and Adarsh’s wife Neha Gupta managing the Jayanagar store. This drive and passion to cater to the customers are seen in every family member and make up the secret to their soaring success in a short time.

Asma is making great headway in the market with their trendy outfits, one on one involvement, customising bridal or ethnic wear according to the budget, and also making their customers happy with good pricing.

All their efforts are to place Asma as the preferred choice in the market by offering multiple ranges to select from, which helps their customers choose the best from the lot without having to worry about the price factor.

Asma on Commercial Street is catering to bridal wear since it opened, and they have become the most visited store in the shortest time on this busy shopper’s haven of Bangalore.

The lehenga prices start at Rs 5000 and go up to Rs 4 lakh. Their loyal customers choose to shop at the Commercial Street branch for bridal wear with their best designs and competitive pricing.

Trends keep changing, and with Ramadan just around the corner, Adarsh explains, “Fashion changes every Ramadan and we keep up, as customers ask what the trend is and prefer to buy “what’s in trend”. Currently it’s florals, pastel shades, and gowns that are trending. This Ramzan we have to see what new trend will arise. We also cater to office wear, casual wear, ethnic wear. Everyone wants fresh colours, and everything is available here as this is a onestop shop, and we guarantee to be the best value-for-money in the market.”

Asma means high status or supreme, which connects with every woman, and Asma stores with their vast beautiful, fashionable collection are helping style every woman reach that high status.