The Salwar Kameez Superstore
Hyderabad: Shopping in comfort, without crowds and nudging shoulders. Making your choice without having to wait your turn. That is all part of the experience of shopping at Neeru’s. With its massive area spread across around 4000 Sq. feet, its air conditioned and luxurious ambience, with the soft piped music humming in the buzzing in the background. Neeru’s really gives the shopper the most satisfying shopping experience.
The fact is, getting an outfit you like no longer a simple task. It involves time. Lots of effort. So much that some times it does seem worth it. Worse, you can never be certain whether what you get in the end is as good as promised.
For instance, there are designer boutiques where every outfit might look out of the world but it costs about the same too. Then, there are economy shops which offer you range but so exclusivity. Stores, which offer Cholis, Lachcha and others which specialize in bridal wear. Then there are those make their mark in ethnic wear. While some focus on the latest trends by designing Indo Western outfits. Then there are others who choose to appeal to the masses by producing the a few designs in thousands and flooding the market.
And just in case you want to get something stitched, its another story altogether. It means you have to first pick up the dress material from another set of shops (another long story) and then find a tailor who will stitch it well. And in case he doesn’t, well, that is all the money down the drain.
So what do you do if you want the best in designs, fashion and price?
Where do you go? Simple. Drop in at Neeru’s. And discover the range of your dreams. Offering you everything you can ever think of all under one roof. Designer. Economy, Bridal, Ethnic, Casual, Office Wear.
Is it any wonder then that Neeru’s is the favourite store for not only the fashion conscious ladies also visiting NRI who can pick up whatever they want at a single place in the shortest time.
Neeru’s found its beginning in 1971, with a 2000 Sq. Feet showroom in King Koti, the heart of the city of Hyderabad, India. Catering to a select audience, it was called Rekha Tailors run by Mrs. Basant Kaur a lady who had made her mark in the field if designing and taking professional classes in stitching and tailoring. With the focus on quality and perfection, it was not long before Rekha Tailors become the favorite destination for the city’s elite to ahead towards when they had to have dress designed.
In 1975,Mrs. Basant Kaur was joined by her son Harish. Brimming with new ideas and plans, he saw the potential of his mother’s shop and the unlimited promise it held. He introduced exclusive embroidery works as part of the expansion program. Over the years as his expertise in the field of designing matured, he set up a new outlet for exclusively dedicated to Salwar Kameez suits in the year 1979. This single step proved to be turning point in the history if ethnic fashions in India. Offering a massive variety of Salwar Kameez suits, it catered to every type of customer, every type taste, every type of occasion.
And this super store was named Neeru’s Emporium – after Harish’s wife and the lady with whose help he made this small outlet in Hyderabad a world-class boutique.
Neeru’s - as we know it today:
Harish and Neeru aimed at making Neeru’s Emporium the one step shop for Salwar Kameez with the biggest range and the best quality in the country. And they saw it as a place, which would give its customers a complete shopping experience. Not only in terms
of variety but also in the atmosphere and the service of Neeru’s. It sought to create an experience they would relish and treasure for a long time to come. With excellent customer service and satisfaction as the key words of their corporate philosophy, they began with creating an ambience for the store that would be unparalled. Air-conditioned with outfits displayed in a beautiful non-intrusive manner. Soft flowing music which relaxed the visitors. Courteous service which would make the customers comfortable and want to come back again and again. While of course, offering an array of choice of dresses and material, which they would not find anywhere else in the world. An in house tailoring service which can create any number of outfits within 24 hours. All at a price which was truly reasonably.
Today, Neeru’s is a Super Store of Salwar Kameez suits, with eight huge divisions which offer you everything you need when it comes to ethnic wear.
What’s more, you will find Neeru’s own range of exclusive products like handloom Salwar Kameez suits and fancy blouse materials being sold in all leading outlets across the country.
Handlooms have been around for a very long time in India. They are a part of our heritage. But it was only Neeru’s who have helped it become a fashion statement by using these impressions from the past to create exotic ethnic Salwar Kameez suits.
It was not an easy task. Many of the various styles were dead or dying. Used only in traditional ways, like for Saris, the lack of demand and infrastructure to supply it to the cities was killing the art itself. What it needed was someone who believed in the importance of keeping it alive this great part if our culture. Someone who had not only the initiative but also the power to do something about it. This help came from Neeru’s.
Seeing this as a great opportunity to do some thing for the country which had given him so much, Mr. Harish and his wife Neeru, the people behind Neeru’s, began visiting far flung villages in Andhra Pradesh and studied first hand the various types of handlooms which were available in these regions. They found them not only really unique to the culture they represented but also a wonderful way in which they could be adapted to create Salwar Kameez suits. Riding on the ‘natural’ wave, which swept the country in the 90s, they began creating this ensemble of Salwar Kameez suits, which soon became a rage. And very soon, a great culture was slowly but surely revived. Today, handloom Salwar Kameez are though common, still make a fashion statement. And to a large extent, the credit goes to Neeru’s.
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