Actress Karisma Kapoor brings Hyderabada��s famous Neerua��s, known for its Benarasi saris and handloom, to our city.
WHILE fashion statements change every season, the urban ethnic designs from Hyderabad-based Neerua��s form a staple for most of us caught in a wedding frenzy. Known for their Benarasi ensembles, designer silk saris and lehengas, the 45-year-old brand launches its first boutique in the city at Cathedral Road. Scheduled to be opened by long-time ambassador actress Karisma Kapoor tomorrow, the store is headed by Avnish Kumar, a third generation businessman who is keen on exclusive designs that will make the city sit up and take note. a�?Our store in Chennai is the result of much planning, which went on for about three years. I am talking about new additions such as Benarasi lehengas (Rs 25,000 onwards), printed cotton kurtas featuring shibori, tie dyes and similar prints from my mother Neeru Kumara��s signature line, along with Neerua��s staples like stitched and unstitched variations of suits, saris, menswear, kidswear and more, in trending colours like midnight blue,a�? says the 26-year-old director of the brand. With its wide network of weavers and workshops all over India, in places including Surat, Benaras and Jaipur, the award-winning branda��s (Best Regional Retailer South at Indian Retail Congress 2016, Mumbai) Chennai chapter promises more natural fabrics such as kanjeevarams, Benarasi silk saris and handloom. With plans for two or more showrooms (think display areas of 5,000 sq ft) in the city, Avnish also intends to take the brand to a global market.
At Cathedral Road. Opening tomorrow. Price from Rs 500 – Rs 1 lakh. Details: neerus.com
The K factor
Actress Karisma Kapoor will inaugurate the new store in a red silk lehenga from the brand. a�?I have been associated with Neerua��s for more than five years now. From their launches to photo shoots, it has been a great ride,a�? begins the star, while elaborating on her love for the Benarasi lehenga and handloom products from the brand. a�?I think fusion defines the trends now. Especially with lehengas teamed with crop tops.a��a��
a�� Arya P Dinesh