Retail Therapy - In The Bazaar

How does a tiny little textile shop fit into the existing hustle and bustle of a busy cloth bazaar? We turn to No-Mad for some answers….

- Dhanishta Shah

At the outset, No-Mad seems to be an odd name for a fabric brand. Founder Anuj Kothari’s brand started off in the heart of the textile market in Mumbai. The name somehow appealed to him at the time, and also worked seamlessly with the surroundings. Then, they shifted to what used to be their former workshop where they first started the brand a few years back. “Our new store is a real small space, measuring about 30 square metres. We love the fact that we have been able to build a unique experience within such a small intimate space for our customer,” explains Kothari.

Yes, it is small. But, there is a lot to take in. For starters, customers come in and sit down to view the fabrics. This is an entirely different take on the experience that a customer gets in a store. This seating is reminiscent of a traditional bazaar. “We were inspired by the traditional fabric shops surrounding us. Hence the idea of having people remove their shoes, before sitting on a gadda to view the collections at leisure. It’s our idea of slow retail,” says Kothari.