After Delhi and Mumbai, Calcutta-based Osaa by Adarsh has now landed in the city of Nizams, Hyderabad. With this expansion, Adarsh Makharia's brainchild joins many high-end designer labels that can be found in Banjara Hills, the ‘it’ location for everything luxury in the capital of Telangana.
Located in a prime location, on Road no 10, the outlet is spread across 3,000sq ft. The aesthetics are muted yet charming. Adarsh lets his pieces speak for themselves. The backdrop is like a canvas.
Lehngas occupy a large portion of the store, showcasing quite a variety. The saris cannot be missed too, rich in textiles and hand- embroidery. From statement pieces to timeless designs, brought to life by Adarsh's skilled craftsmen.
Post-launch, Adarsh chatted with t2.
Congratulations, Adarsh. What made Hyderabad your choice for expansion?
Hyderabad has always been on the cards for me because, somehow, I’ve interacted with Hyderabad clients a lot before I even became a full-time designer... I think since the age of 12, when my uncle had a shop in the city. Also, it has always been my first preference, and though it is my third store, and I took time to come here, I am extremely happy to be in the city that I connect with on a different level. Hyderabad is a place that has an eye for quality textiles. Somehow, after Calcutta, Delhi happened, and I knew that my next stop was Hyderabad.
Hyderabad is a place where bling and OTT don’t work, like in Punjab or North India. I think that Hyderabad has a very balanced aesthetic in fashion. And hence, the brand fits really well. My crafted pieces have an opulence, but it is still muted. It is minimal in its own way. I think they value that and they’re ready to spend for that value.
The locals of Hyderabad are slightly drifting towards embroideries from textiles; they’re loving that in their weddings. They have started experimenting with embroidery. With my work, solid colours and fabrics, they’re loving it.
Tell us about being in Banjara Hills...
Luxury is about being at the right place at the right time, and I think we have arrived at the right place in Hyderabad, at the right time. We were actually looking for a space for the last two years, and I am glad we got what we wanted. Banjara Hills, Road no 10, is one of the most luxurious locations in Hyderabad as well as in India.
You have also launched your collection 'Safar'...
'Safar' means journey, and it has an interesting connotation for me. My informal journey with fashion started here, and I am back here with a store as a luxury fashion designer. It’s like a homecoming for me, and I correlate to the collection at a very different level. It speaks of my journey and the journey of my brand. I have always been known for how I mix my abstract and traditional, and here too I have taken a traditional accent, but interpreted in a very modern way. That is what the bride wants today. They don’t want to go completely traditional, but they want to be traditional at some level. So 'Safar' has a lot of multi-techniques and embroideries, which blend my vision with a customer’s desire.
You’ve also ventured into menswear. Will we get to see complete bride and groom collections in your stores?
Yes, certainly. With so many requests from the bride’s side, I started getting into menswear also. I started it this year, so eventually, you can see more and more menswear from me, because I’m loving the idea of even dressing men with women.
Where is the next store coming up?
I would want to open my standalone store in Mumbai and maybe one more store in Delhi.