IXth July & Sushram. Picture by Rashbehari Das

Rinkle Jain was a chartered accountant and Madhu Killa was into exports till last December when the sisters decided to join hands. Finding a dearth of fashionable clothes at competitive prices, they started IXth July, a western-wear label. Soon, Sweta Agarwal came on board with a line of Indian wear.

Finally, the threesome opened IXth July & Sushram at 26 Theatre Road, Dimple Court, suite 5D, early this month. And if you’re wondering why the store is called IXth July, here’s the reason. “July 9 happens to be our parents’ marriage anniversary,” smiles Rinkle.

The Decor

Spread over a modest 200 sq ft, IXth July & Sushram has white walls and wooden flooring. A red wall bang opposite the entrance is a happy contrast. In the middle of the space is a low table with four seats.

The collection

“The silhouettes essentially camouflage flaws,” say Rinkle and Sweta. For western-wear the colour palette offers aqua, bubblegum pink, white, black, greys and ekru. The ethnic-wear section includes fuchsia, orange, bottle green and pink. The fabric focus is cotton lycra, silk chiffon, silk georgette and chanderi.

There are pintucks, pleats, cutwork, applique and hand tucking. For embellishment, there is embroidery. Tunics come with brooches, some with kalis, some with multi-coloured pattis. Salwar suits are all about high waists. Keeping in mind the festive season ahead, IXth July & Sushram will be home to saris as well.

While western-wear starts at Rs 1,500, Indian wear is priced around Rs 2,000-plus.

t2 pick: A white puff-sleeved tunic with box pleats and colourful buttons. Price tag: Rs 1, 500

Anumita Ghosh