Astitva - The Clothes Boutique

Started by friendly Kavita Pamnani, Astitva has been carving a niche for itself since February 2001. Situated enviously next to the buzzing Foodworld in West Marredpally, it creates a hunger for you to buy something from its own spread, too.

This three year old women's clothing boutique is still nascent, and is on the road to discovering its own astitva (identity). The remarkable individuality of this store lies in its unique color combinations and distinct designs which are characteristic. Ah, you get my drift.

The unassuming but tastefully done up boutique promises exclusive designs at very reasonable prices. It has readymade salwar suits for as low as Rs. 350, and dress material at Rs. 215 for synthetic and Rs. 260 for cotton. For the convenience of its customers it has in-house tailors, and they charge only Rs. 180.

What is most striking about Astitva is the abundant choice you have in the salwar-kurtas. There are many delicate and attractive sets which make your mouth water. It also has excellent bandini salwar suits and shararas, soft cotton dresses with chiffon dupattas, short kurtas and wonderful embroidered dress material.

Owing to its popularity and the demand for a Western wear boutique, the store has also opened Astitva West, which is just at the bend of the lane. This boutique is about 2 years old, and has the most affordable prices a teenager can imagine. You can buy three sets of clothes in just Rs. 1,000, and at an outright cheap price of Rs. 90, you can get shirts and footwear. Then, it's Rs. 20 for earrings, Rs. 90 for a handbag, and Rs. 250 for a pair of semi-formal pants. And to imagine that this is if you want to go overboard!

But don't let the rates fool you into thinking the quality must be poor. Thronged by many a youngster, this store is a big hit for the students in and around the vicinity. It also houses funky jewelry along with stylish tops and pants.

What is poignant about both these boutiques is the simple and honest owners. This good-natured couple has worked hard at keeping up the high standard of their store. They build a loyal customer base with their friendliness and their value-for-money merchandise.

A strongly stressed upon motto is generating volumes by not driving after a huge profit. Instead, they generate an appetite by their not-so-dressy but not-so-casual range of clothes. One with a taste for such clothes ought to drop into the boutiques.