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The rotund revolution
Defying the anorexic look... Aroona Sharma in a Revolution outfit. Photo: S. Subramanium.
SHE HAS lost count on the weighing machine but this redheaded psychotherapist Aroona Sharma carries her attitude round her expansive circumference. "Take it or leave it. I am like this."
Indeed, there were many takers for overstated elegance as she walked the ramp for Revolution, the fashion store for women who love to break the calorie limit. "I used to buy my clothes from London once in two years. My friends there used to call me crazy. With Revolution my problem has been solved. Now not only do I get Western clothes but also a variety of options," shares Aroona.
"We concentrate on Western wear because for salwar-kameez and other ethnic wear there are a number of boutiques. This is an untapped market, and there is space for a number of players. We have a design team, which takes care of the special needs of fat women - like, they do not want pockets on the T-shirts, or they don't require swarovski crystals around the waist of the jeans. There are certain areas where they do not want attention," says Pranay Somaia, owner of the store and son in law of Aroona. Pranay claims Revolution offers some 2500 options to customers to choose from.
And the catalyst in his mission is his wife Nisha, more of a customer than owner at her own store. "In an anorexia driven market, people like me are not supposed to shop. I decided to do something myself. It started with an exhibition in Delhi. The response was so overwhelming that we turned it into Revolution."
A familiar reason to remain out of shape!
ANUJ KUMAR
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