Gurlz
by Darmilla Fashions (Private) Limited, is a western cum
indo-western wear boutique for the young at heart. Darmilla Fashions
has had two decades of experience in manufacturing and exporting
garments to almost every successful brand in the international market.
Within a span of one year, Gurlz has opened three outlets in Mumbai,
two in Bangalore, one in Chennai and one in Hyderabad. Apart from
these regular outlets, they have eight franchisees in Delhi, Pondicherry,
Indore, Bhopal, Assam, Calcutta, Cochin and Lucknow.
Urmilla
Talyarkhan, the Managing Director of Darmilla Fashions says,
"Within a year, we have captured people's imagination, because
our clothes give people 'a look' and 'a style' ". The range
at Gurlz is simple, wearable and affordable (between Rs 300/- to
Rs 1200/- a piece). Even women who wear only the Salwar Kameez
will be tempted to try the indo-western collection, because
of its immediate visual appeal. With its emphasis on comfort, functionality
and simplicity, Gurlz promises to give something to suit every women's
need.
Why Chennai? "Because our test runs at the Vimonisha
Gallery were runaway hits. We did not just want to come in,
set up a store here and dump what we have. The Chennai customer,
though becoming increasingly fashion-consious, has a mind of her
own. She will not buy anything for the sake of buying. She will
buy it only if she wants it, "says Urmilla. So many
test runs later, Urmilla decided to come into Chennai, and going
by the response, Gurlz is here to stay.
Though
the target segment is the middle class, the quality on offer is
good enough for the higher end. Being directly involved in manufacturing,
Darmilla Fashions is able to control the quality. "The fabric
we use is either Mafatlal or Century cotton. We do
not compromise on our quality".
The designs are all Urmilla's own; inspired by current fashion
and the desire to provide sleek cuts and fits to suit the shape
of the Indian women. For Urmilla, more than just business, its an
interest. She does not believe in holding discount sales or distress
sales because, she believes that what she is offering are good products
at affordable prices and "People have to desire our products".
3:52:47 AM 
Gurlz
by Darmilla Fashions (Private) Limited, is a western cum
indo-western wear boutique for the young at heart. Darmilla Fashions
has had two decades of experience in manufacturing and exporting
garments to almost every successful brand in the international market.
Within a span of one year, Gurlz has opened three outlets in Mumbai,
two in Bangalore, one in Chennai and one in Hyderabad. Apart from
these regular outlets, they have eight franchisees in Delhi, Pondicherry,
Indore, Bhopal, Assam, Calcutta, Cochin and Lucknow. 
Urmilla
Talyarkhan, the Managing Director of Darmilla Fashions says,
"Within a year, we have captured people's imagination, because
our clothes give people 'a look' and 'a style' ". The range
at Gurlz is simple, wearable and affordable (between Rs 300/- to
Rs 1200/- a piece). Even women who wear only the Salwar Kameez
will be tempted to try the indo-western collection, because
of its immediate visual appeal. With its emphasis on comfort, functionality
and simplicity, Gurlz promises to give something to suit every women's
need.
Though
the target segment is the middle class, the quality on offer is
good enough for the higher end. Being directly involved in manufacturing,
Darmilla Fashions is able to control the quality. "The fabric
we use is either Mafatlal or Century cotton. We do
not compromise on our quality".
