# Aza Fashions

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 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, Neeta Lulla, Gaurav Gupta, Rohit Bal, Masaba, Mac Duggal, Seema Gujral and Anushree Reddy. The brand has 11 luxury stores located across Mumbai, Delhi, Hyderabad, Kolkata Ahmedabad and Surat in India, and an online shopping platform – azafashions.com – led by Dr. Alka Nishar's daughter, Devangi Parekh.
The women's wear collection at Aza stores and the online shopping platform comprises anarkalis, lehengas, sarees, kurta sets, gowns, dresses, 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

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.

## Product and Services

Aza specializes in selling designer clothing & accessories, focusing on celebration wear for men, women & kids.The e-commerce platform hosts upwards of 1500 designers selling ethnic and contemporary wear.Aza Fashions has showcased pieces by leading Indian designers at the Aza Trunk Shows in Dubai in the past. A similar trunk show was also organized in Hyderabad and California. The brand constantly works with designers to release new collections. 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. The brand is committed to hiring Indian talent and has historically focused on young Indian designer labels.

## Content platforms

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

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, Nushrratt Bharuccha$^,$ Hina Khan$^,$ Dia Mirza$^,$ Mrunal Thakur$^,$Shruti Haasan, Tamannaah Bhatia, KalkiKoechlin,. The Cover Story featured Hansika Motwani,Jasmin Bhasin, Tejasswi Prakash, Malavika Mohanan, Palak Tiwari, Sanya Malhotra, Raashi Khanna, and Rasika Dugal.

## Activities

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 and served as a launch pad for several designers such as Rahul Mishra, Divya Aggarwal, and more.
The brand also styled real life couples in designer wear on the NDTV Good Times wedding show, Yarri Dostii Shaadi.

## Store locations

Aza has six flagship stores spread across Mumbai in Bandra, Juhu, and Altamount Road and stores at Defence Colony, Mehrauli, and South Extension in Delhi.The brand has since expanded their outreach with stores launched in Hyderabad, Kolkata, and Ahmedabad.