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Aza Fashions

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Aza Fashions is a multi-designer omnichannel retail chain that sells luxury apparel, kidswear, jewellery, accessories, and home décor products, in India and globally. Established by Dr. Alka Nishar [1] in 2005, the brand showcases collections for women and men by Indian fashion designers.

Some of the designers showcased by Aza include Anamika Khanna, Varun Bahl, Sabyasachi, Tarun Tahiliani, Anita Dongre, Monisha Jaising, Rahul Mishra [2], Neeta Lulla, Gaurav Gupta, Rohit Bal, Masaba, Mac Duggal [3], Seema Gujral and Anushree Reddy. The brand has nine luxury stores located across Mumbai, Delhi, Hyderabad, Kolkata, and Ahmedabad in India[4],and an online shopping platform – azafashions.com – led by Dr. Alka Nishar's daughter, Devangi Parekh [1][5].

The womens wear collection at Aza stores and the online shopping platform comprises of anarkalis, lehengas, sarees[6], kurta sets, gowns, dresses [7], pants, tunics, tops and more. The menswear range includes sherwanis, kurta sets, shirts, Nehru jacket & sets, bandhgalas and trousers. The brand also offers statement accessories (footwear, clutches, potlis, handbags, hairbands, stoles and scarves, and masks) and jewellery (contemporary and traditional) pieces.

History  

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Dr. Alka Nishar founded Aza in 2005 as a retail establishment. Aza, which means 'desire' in Sanskrit, is home to bridal and made-to-measure collections for men, women, and kids as well as accessories, footwear, home décor, and jewellery.

In 2015, Devangi Parekh – who studied business at Cornell University and has an MBA from Wharton – launched the Aza e-commerce store as a global web platform to offer clients the convenience of hassle-free shopping for Indian designer wear online from across the globe, particularly in the US, Canada, UK, Singapore, Australia, and the Middle East [8].

Product and Services

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Aza specializes in selling designer clothing & accessories, focusing on celebration wear for men, women & kids.The e-commerce platform hosts upwards of 1500 designers[9] selling ethnic and contemporary wear.Aza Fashions has showcased pieces by leading Indian designers at the Aza Trunk Shows in Dubai [10] in the past. A similar trunk show was also organized in Hyderabad[11] and California[12]. The brand constantly works with designers to release new collections [13].The Aza e-commerce platform and app provide a comprehensive shopping experience with features like image search, personalized styling recommendations, outfit customization and trending video reels while also allowing easy returns[14]. The brand is committed to hiring Indian talent and has historically focused on young Indian designer labels[15].

Content platforms

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Aza has an extensive presence across multiple social media handles, including Instagram, Facebook, Twitter, YouTube, and Pinterest. These properties provide pictorial, textual, and video content on luxury apparel, kidswear, jewellery, accessories, celeb inspiration and more.

Aza Magazine And Aza Cover Story

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The online platform publishes a monthly digital cover story and a quarterly magazine.The magazine has featured leading Indian celebrities such as Kajal and Nisha Aggarwal[16],Nushrratt Bharuccha[17], Hina Khan[17], Dia Mirza[18], Mrunal Thakur[19],Shruti Haasan, Tamannaah Bhatia,[20] KalkiKoechlin,[21]. The Cover Story featured Hansika Motwani,Jasmin Bhasin[22],Tejasswi Prakash[23],Malavika Mohanan [24], Palak Tiwari[25] , Sanya Malhotra [26], Raashi Khanna [27], and Rasika Dugal. [28]

Activities

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Besides supporting established Indian labels, Aza is keenly involved in discovering, introducing, and promoting emerging talent from around India, on a global platform. In the past, Aza has sponsored the Gen Next show at Lakme Fashion Week [29] and served as a launch pad for several designers such as Rahul Mishra[30], Divya Aggarwal [13], and more.

The brand also styled real life couples in designer wear on the NDTV Good Times wedding show, Yarri Dostii Shaadi [31][32].

Store locations

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Aza has six flagship stores spread across Mumbai in Bandra, Juhu, and Altamount Road[33] and stores at Defence Colony[34], Mehrauli [35], and South Extension [30] in Delhi.The brand has since expanded their outreach with stores launched in Hyderabad [36], Kolkata [37], and Ahmedabad [38].

References

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  1. ^ a b "A Fashionable Entrepreneur". www.magzter.com. Retrieved 2024-08-16.
  2. ^ Sachdeva, Sujata (2014-11-20). "Rahul Mishra's merino wool collection debuts at Aza". FashionUnited. Retrieved 2024-08-16.
  3. ^ www.ETRetail.com. "American luxury designer brand Mac Duggal forays into India; eyes Rs 500 crore revenue in next 5 years - ET Retail". ETRetail.com. Retrieved 2024-08-16.
  4. ^ "AZA Fashions Unveils its Grandeur Store in Ahmedabad". Business Standard.{{cite web}}: CS1 maint: url-status (link)
  5. ^ Mendonca, Jochelle (2016-08-30). "With ex-Zovi business head as CEO, AzaFashions looks to expand in US". The Economic Times. ISSN 0013-0389. Retrieved 2024-08-16.
  6. ^ "Aza Fashions Spotlights the Talent of India's Ateliers, Offering the Best of Indian Ethnic Wear to the Global Stage". markets.businessinsider.com. Retrieved 2024-08-16.
  7. ^ boldoutline, BO (2018-06-11). "AZA's New Holiday Collection Will Give You Serious Vacation Goals". Bold Outline : India's leading Online Lifestyle, Fashion & Travel Magazine. Retrieved 2024-08-16.
  8. ^ Fashions, A. Z. A. "AzaFashions.com Strengthens its Leadership Team". www.prnewswire.com. Retrieved 2024-08-16.
  9. ^ "Aza Fashions Spotlights the Talent of India's Ateliers, Offering the Best of Indian Ethnic Wear to the Global Stage". markets.businessinsider.com. Retrieved 2024-08-16.
  10. ^ "Numaish brings back Aza Fashions trunk show to Dubai". gulfnews.com. 2020-02-17. Retrieved 2024-08-16.
  11. ^ IN, FashionNetwork com. "Aza to host multi-brand trunk show in Hyderabad". FashionNetwork.com. Retrieved 2024-08-16.
  12. ^ IN, FashionNetwork com. "Aza brings over 25 Indian designers to the US for California trunk show". FashionNetwork.com. Retrieved 2024-08-16.
  13. ^ a b "Celebrating Diversity and Contemporary Flair: Divya Aggarwal's Debut Summer Collection". LIFESTYLES OF MUMBAI. 2024-04-30. Retrieved 2024-08-16.
  14. ^ Fashions, Aza. "Indian multi-designer platform Aza Fashions eyes fast growth in the US". www.prnewswire.com. Retrieved 2024-08-16.
  15. ^ Singal, Aastha (2019-01-19). "Betting on Young Indian Designers' Creativity, This Luxury Brand is Making Fashion Approachable". Entrepreneur. Retrieved 2024-08-16.
  16. ^ "Aggarwal sisters are breaking the hearts ." indiaherald.com. Retrieved 2024-08-16.
  17. ^ a b "Hina Khan Raises Temperatures With Her Latest Photoshoot, Check Out The Diva's Drop-dead Gorgeous Pics". News18. Retrieved 2024-08-16.
  18. ^ "Dia Mirza Looks Oh-So-Dreamy In Her Beautiful Lehengas And Saree In Her Latest Photoshoot". Bold Sky.{{cite web}}: CS1 maint: url-status (link)
  19. ^ "Pandemic or not, 'Couture is not Cancelled' as Mrunal Thakur dazzles on the August issue cover of Aza Fashions". Peepin Moon.{{cite web}}: CS1 maint: url-status (link)
  20. ^ "After AAA, Tamannaah goes Sensuous for AZA - Have you checked out all these Photos?". indiaherald.com. Retrieved 2024-08-16.
  21. ^ "Amit Aggarwal styles Kalki Koechlin as a dreamy queen in this new shoot - Elle India". Retrieved 2024-08-16.
  22. ^ Hungama, Bollywood (2024-06-15). "Jasmine Bhasin looks vibrant in hand embroidered lehenga : Bollywood News - Bollywood Hungama". Retrieved 2024-08-16.
  23. ^ Tiwari, Aarti. "Tejasswi Prakash Looks Like A Fairytale Princess In White Lehenga, See Here". IWMBuzz. Retrieved 2024-08-16.
  24. ^ Hungama, Bollywood (2021-07-15). "Malavika Mohanan looks pristine in red lehenga worth Rs. 2.25 lakh 2 : Bollywood News - Bollywood Hungama". Retrieved 2024-08-16.
  25. ^ Gonsalves, Simran. "Palak Tiwari Slays The Aza Fashions Designed Green Floral Print Ruffle Saree". IWMBuzz. Retrieved 2024-08-16.
  26. ^ "Sanya Malhotra Transforms into a Modern Bride For a Recent Magazine, Fans Are Mesmerized". www.india.com. Retrieved 2024-08-16.
  27. ^ B, Satya (2021-12-04). "Raashi Khanna's Look Is A Feast To Eyes". Gulte. Retrieved 2024-08-16.
  28. ^ "Rasika Dugal, in a ₹76K lehenga, is a sight to behold". Hindustan Times.{{cite web}}: CS1 maint: url-status (link)
  29. ^ Vogue.in (2014-08-28). "Inside Bandra's newest multi-designer store: Aza". Vogue India. Retrieved 2024-08-16.
  30. ^ a b "Rahul Mishra goes organic in his latest line". The Times of India. 2014-11-19. ISSN 0971-8257. Retrieved 2024-08-16.
  31. ^ Indulge, Team (2017-11-24). "Yarri Dostii Shaadi is back with its knotty affairs". Indulgexpress. Retrieved 2024-08-16.
  32. ^ gully, Ad (2016-02-13). "Yarri Dostii Shaadi with Anita Dongre launches on NDTV Good Times". www.adgully.com. Retrieved 2024-08-16.
  33. ^ IN, FashionNetwork com. "Aza expands presence in Delhi, opens its third at Defence Colony". FashionNetwork.com. Retrieved 2024-08-16.
  34. ^ Chopra, Yashna (2018-03-07). "Multi-designer store Aza launches its flagship store in New Delhi". Vogue India. Retrieved 2024-08-16.
  35. ^ City, So (2023-11-06). "From Tradition To Trend Elevate Your Bridal Style With A Handpick-List Of Best Boutiques In Delhi". So City. Retrieved 2024-08-16.
  36. ^ PR, ANI (2023-02-13). "Leading luxury retailer, AZA Fashions unveils its new store in Hyderabad". ThePrint. Retrieved 2024-08-16.
  37. ^ "AZA Fashions unveils its new store in Kolkata, elevating luxury fashion in the city of joy". ANI News. Retrieved 2024-08-16.
  38. ^ IN, FashionNetwork com. "Aza opens first multi-brand boutique in Ahmedabad". FashionNetwork.com. Retrieved 2024-08-16.


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