The lucky streak continues

FROM A non-descript, cramped store for silk saris in the early 20th Century to a multi-storeyed family shop with a burgeoning clientele and proliferating showrooms today, Radha Silk Emporium, popularly known as Rasi, has come a long way.

Constantly defining its presence in the textile terrain, Rasi was recently in the news for its `Silk Sari Exchange Mela', which was a mega hit with the Chennaiites. Tracing the success of the consecutive melas, a gleeful Jairam, Managing Director, Rasi, says, "We are happy that the idea has appealed to sari lovers. After all, those who have invested so much on silk saris can now hope to exchange their worn out ones for something new at the showroom. You'll be surprised to know that an old lady who visited the showroom with a silk sari purchased over 40 years ago for a pittance was offered an exchange deal worth Rs. 2,700.''

Explaining the nitty gritty of the innovative scheme which Rasi now hopes to organise regularly, Mr. Jairam says, ``It's basically a promotional offer. We have trained hands to access the value of the silk and the zari of used saris. Customers visiting the showroom during the mela are issued tokens because of the huge rush. The next mela is scheduled for October."

As you saunter round the showroom, you realise that "quality and variety" are Rasi's hallmark. True, "If you examine the zari quality, our's is far superior'', reiterates Jairam. And for the past 35 years, Rasi has been introducing a fresh palette every festival season. Even this Deepavali, the store will be releasing a burst of pretty pastels and traditional brights in silk saris''.

Recently, the showroom conjured up a whole new range of readymade shirts in super fine cotton and blends. And guess what —the prices are simply affordable — Rs. 300 to 400. "See for yourself, in terms of colour, fabric and fit we match the best" beams Mr. Jairam. That's not all on the ready-mades front. Salwars, dresses and children's clothes galore."

In keeping with the demand for curios, gift articles and costume jewellery, Rasi launched a separate enclosure with a delightful range. And going by the crowd at the counter, you could sense its success.

"Actually, we are doing our bit to preserve tradition", says Jairam modestly. Soon, Rasi will open an exclusive handicrafts centre in a restored old building on Sannadi Street itself. There, Rasi hopes "to display some unique traditional crafts and photographs of yore. There will also be a sales counter".

Rasi, which has four showrooms in the city besides branches at Kumbakonam and Thirubhuvanam, has its own weaving units and design department. "This helps us to provide the customer with matchless quality and innovative designs. However, traditional craftsmanship is on the wane. Now, with the kind of hands available, you just can't weave a design that was created four decades ago. So in an attempt to revive conventional craftsmanship, we are also offering training to our weavers".Coming to trends, Mr. Jairam is of the opinion that the ethnic wave will continue to hold sway. "You will be surprised to know that the traditional pavadai-chattai is in great demand these days. And what is more is that traditional colours are in vogue. I think that suits the Indian woman and sunshine better'', he adds.

T.KRITHIKA REDDY

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