Inner piece

Blacks and whites are passé as colours fill the lives of one and many. White inners with a peacock blue top or black lingerie with a lavender colour kurti is a strict no-no.

Written by Preeti Srivastav | Published: March 8, 2009 12:08 am

The new software for choosing right lingerie that Matheranwalas have installed promises much more than just the right size and fit

Blacks and whites are passé as colours fill the lives of one and many. White inners with a peacock blue top or black lingerie with a lavender colour kurti is a strict no-no. Coloured lingerie are high in demand,but the problem lies in choosing the right fit,” observes Munira Matheranwala.Bringing the right gift at just the right time is Munira Matheranwala,who will be inaugurating her new lingerie store with special kiosk fitted with a software that helps women choosing the right fit without embarrassment,on March 8,that is,International Women’s Day.

Be it a teenager or a middle-aged woman,a good and a confident feel is probably the best gift. “With so much being offered and so much marketing being done,consumers are bound to get carried away and take wrong decisions. Being a woman,I myself faced problems while choosing the right innerwear and I saw most of teenage girls falling prey to marketing strategies. Then dawned the idea of coming up with the software and finally I have a special gift for women on what is called as our day,Women’s Day,” she adds.About the trends in the market,she says that customers,irrespective of their age,have become bolder and they don’t mind experimenting. “Pink is no more the colour of feminism as turquoise,magenta and parrot green are hot choices of the young and old alike. And why should women should be content with black and white,afterall,” she says.

Intriguingly peer pressure play a major role in women opting for the wrong size intentionally. “There is nothing wrong in having oversized busts,but some girls do not accept that a bigger size lingerie will fit them out misplaced embarrasment. Moreover,friends,with their own ideas,play an important role. And one ends up buying ill-fitting innerwear that spoils the look of the dress. So we now have the software,in which we enter the measured size and it gives us the entire range of patterns available on our computer screen,” adds the entrepreneur.

The whole kiosk comprises two parts — the instrument where one enters the size and the connected software that shows options. “The instrument was developed by Abbas,a family friend,who stay in Ratlam,MP,and the software in the computer is developed by city-base software engineer,Mukund Rathore,” says Matheranwala.

Among the wide range of inner wear,they also have silicon cup bras for women who have suffered from breast cancer and lost a breast due to it. ”We do sell padded bra as the demand is high,but we also warn the girls that padded bras may be harmful in the long run and are best avoided,” adds Ali Asgar Matheranwala. Last but not the least,the Matheranwalas are planning to give customised services to their loyal customers that will include—opening of stores on demand and extended business hours for men,who want to buy but feel embarrassed doing so among women shoppers.

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