Delhi: R
Rajouri Garden
Main market
The Times of India, Aug 02 2015
Nona Walia
The Rajouri Garden main market has got 800 shops -36 selling jewellery, 30 shoes and more than 40 branded wedding wear -this is certainly no “neigh bourhood market“.The Rajouri Garden main market has come a long way from the days when all it offered was daily needs stuff and a basic haircut. Over the past 10 years, this west Delhi market, glamourized in movies like Queen, has become north India's prime wedding shopping destination. And it's not just Punjabi cousins from Ludhiana, Patiala and Amritsar who are crowding its streets -there are plenty ofNRIs too. This is a shaadi shopping paradise with no lean season, says Ramesh Khanna, owner of Sehej Store and president of the Main Market Traders' Association. The market has grown in size -from 214 shops in 1964 to about 800 now. But the more striking change is in the nature of the business run here. Unlike Karol Bagh, which was the original gold and trousseau market of west Delhi but didn't move with the times, Rajouri Garden has drawn big brands like Shakuntalam, Meena Bazaar, Perfection House, Manyavar, Jasmine, Bombay Selections, Appeal, Madame and Provogue.
The market also scores in terms of mood and colour. You can spot brides-to-be accompanied by their friends packing the bylanes while grooms-to-be search for sherwanis.There are mehndiwallahs on the pavement and you can also quickly learn thumka moves for the D Day from an event-organizer-turned dance teacher who has set up shop here. The market's got all bases covered from imitation jewellery to lingerie (the Bangkok variety too). “It's a one-stop shop for all wedding needs,“ says Ajay Sharma, member of the market association who owns around 10 s m a l l shops.
Fo r h e r wedding in October, Jasmine Khurana picked up a beautiful wed ding gown at a designer store that would have cost her “about Rs 1 lakh in South Exten sion but only Rs 50,000 here.“
The South-Ex resident says she decided on the Rajouri Garden mar ket because “there's no other place to shop for your wedding in Delhi. Karol Bagh is too congested and doesn't have designer brands, while in Rajouri Garden there is so much variety that I can shop in one go for myself and my tobe.“ be.“
Nishipal Bhatia, owner of SS Jewellers and SS Diamonds in Rajouri Garden, says fashion-conscious buy ers shop here for not only the discounts but also latest designs.
“People come to us from Punjab because they get only tradi tional stuff in their cities. The brides to-be buy dresses then hop over to other and then hop over to other stores to order jewellery,“ she says.
The market's appeal stretches from Ludhiana to London, says Sushma Gandhi, owner of Sawan Gandhi boutique. “I tell my clients to tell my clients to visit other mar kets first. They go to designer out lets and malls but finally find the best prices, de signs and quality here.“ Half a dozen malls -TDI Mall, TDI Paragon Mall, Shoppers Stop, City Square, West Gate Mall, and Pacific Mall have tried to follow the market's USP but failed. Gurpreet Narula, resident of Janakpuri, says, “People prefer shopping in the main market, not the malls. In fact, my aunts from Toronto shop here for their children's weddings because they get great deals.“
But the market's rapid growth in a residential area has also caused a lot of problems. Bhatia says parking and noise pollution are big problems. Khanna agrees: “The biggest problem is parking as the road is only 50-foot wide.“
Naresh Dhingra, owner of Dhingra Jewellers and a Rajouri Garden resident, says there aren't enough facilities for shoppers. “There are no toilets for women buyers for instance. Also as a resident, I find no peace in the area.“
