Isshka Directions

How do you sell a dupatta for twice the price of a lehenga, and still make people think that they are making a steal? Simple. Add a designer label to it.

And, these guys have not added one, or two, or three, or four. No, they sell collections of as many as twenty designers of the likes of Malakhas, Azara and Mayura Kumar from Delhi, and Kishore Ramani from Kolkata. There's also Neeta Bhargav, Monapalli and Raghavendra Rathore, though Anamika Khanna remains conspicuous by her absence. The saris and salwars, unstitched fabrics, and even the few ghagras that you will find her....