SRINAGAR: Driven by exposure and curiosity, a young management graduate of Kashmir rediscovers the Valley’s love for Pakistani products for his now-successful entrepreneurial venture selling the country’s designer clothing.
Qazi Tauseef, a 27-year-old youth from Lal Bazar here, did his Masters in Business Administration (MBA) outside state. While studying, he said, he became exposed to the Indian customers’ liking for the Pakistani designer suits.
Driven by curiosity to find out the Valley’s response to similar products, Tauseef said, he opened here an exclusive showroom of Pakistani designer clothing in 2011, discovering that Kashmir’s love for products of Pakistani-make isn’t dead.
“I had heard that people in Kashmir liked Pakistani products, but I, before opening the showroom, was uncertain about the consumers’ response to the quality and design of the suits I was going to introduce. Driven by observations and curiosity, I took a calculated risk; it paid off,” Tauseef, whose showroom, named ‘Burberry’, is located at Munawarabad here, told Kashmir Reader.
He said he evaluated the Pakistani brands and realised that the country has a thriving cotton assortment to offer.
“I decided to explore and market it. And today, I can easily say my venture is a success,” he said.
Tauseef comes from a family of cloth merchants. His forefathers had been running wholesale stores of cloth at Maharaj Gunj in old Srinagar. While his preceding generations in the family preferred government jobs, he decided to revive the family business.
“One aim behind opening this showroom was to resurrect the family business. In the growing trend of buying fabric to design clothes, especially among women, I saw an opportunity to realise my dream,” he said.
Nowadays, Tauseef said, unstitched as well as ready-to-stitch suits are available to consumers. And there is demand for both kinds, he said.
“Indian designs are in demand too, but there is a visible craze among customers for Pakistani suits, not only in Kashmir but across India. The embroidery threadwork in Pakistani suits is intricate and yet the suits offer comfort to customers,” he said.
Tauseef believes that exposure to Pakistani society though television is one of the reasons for the heightened demand for the suits, which, he said, are priced between Rs 1,500 to Rs 1, 00,000. “We notice that whatever a Pakistani actress wears in a serial is considered fashion the next day; we eventually witness a demand for the dress,” he said.