Mumbai: Aza Fashions marks a significant milestone as it celebrates 20 years of redefining luxury fashion retail in India. Over the past two decades, Aza Fashions has evolved into one of the country’s most respected and leading luxury fashion platforms, synonymous with exclusivity, elegance, and trust.
Founded by Dr. Alka Nishar and helmed by Devangi Nishar Parekh, with a clear and uncompromising vision – to create a destination that celebrates the finest Indian designer fashion – Aza Fashions has positioned itself not merely as a retailer, but as a curator of luxury.
Every designer association, collection edit, and in-store experience has been thoughtfully selected to reflect exceptional craftsmanship, refined aesthetics, and contemporary luxury sensibilities. This disciplined commitment has established Aza Fashions as a benchmark in curated luxury retail across couture, bridal, occasion wear, and premium prêt segments.
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Vision-Led Growth and Curated Luxury Excellence
Devangi Nishar Parekh, Managing Director of Aza Fashions, said: “Our journey has always been guided by a singular vision – to create an elevated platform that honours craftsmanship, champions design excellence, and delivers deeply personalised luxury offerings.
As India’s luxury landscape continues to evolve, Aza will continue to partner with leading designers and celebrated personalities to curate inspiring fashion experiences that shape modern luxury and occasion dressing. To celebrate 20 years of Aza, we launched ROAR by Aza X Shilpa Shetty Kundra, an exclusive and versatile saree collection we personally designed with the celebrity using our customer and sales insights. We remain committed to setting new benchmarks in innovation, service and luxury retail excellence.”
As part of its 20-year celebrations, Aza Fashions introduced ROAR by Aza X Shilpa Shetty Kundra, a specially curated saree collection conceptualised using customer and sales insights, reinforcing the brand’s innovation-led approach within the luxury retail segment.
A Luxury-First Expansion Story
The growth of Aza Fashions has been anchored in a luxury-first mindset. Over 20 years, the brand has established 14 flagship luxury stores across India’s prominent fashion and lifestyle destinations – five in Mumbai, five in Delhi, and one each in Hyderabad, Ahmedabad, Surat, and Kolkata.
Each Aza Fashions boutique has been conceptualised as an immersive luxury environment, combining architectural elegance with personalised service. Complementing its physical footprint, Aza Fashions has built a strong omni-channel strategy supported by a high-end digital interface through its website and app. This seamless integration of technology and luxury retail allows the brand to deliver personalised service while preserving exclusivity across geographies.
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A Distinct Position in India’s Luxury Fashion Ecosystem
Within India’s evolving fashion landscape, Aza Fashions occupies a well-defined niche by bridging iconic established designers with promising emerging talent. Its curated portfolio spans couture, luxury bridal, occasion wear, and premium ready-to-wear collections.
Through refined visual merchandising, elegant store environments, bespoke styling services, and carefully edited seasonal collections, Aza Fashions has built a strong association with milestone dressing. Clients turn to Aza Fashions for weddings, celebrations, and special life occasions, reinforcing its identity as a trusted destination for curated luxury fashion.
Luxury Rooted in Relationships
For Aza Fashions, luxury extends beyond product offerings to relationship-led engagement. The brand follows a high-touch approach, prioritising personalised styling consultations, private appointments, and curated experiences tailored to individual client journeys.
Exclusive trunk shows, designer previews, curated luxury events, and loyalty initiatives form a key part of the Aza Fashions engagement strategy. Supported by data-driven CRM systems, the brand ensures refined communication while maintaining the intimacy that defines true luxury service. This customer-centric approach has enabled Aza Fashions to build enduring relationships with generations of clientele.
Recognitions and Milestones
Among its notable achievements, the company was honoured as Luxury Retail – Fashion Retailer of the Year at the IREC Awards 2025. The recognition highlights the brand’s excellence in luxury curation, customer experience, and retail innovation, further reinforcing its benchmark status within India’s luxury fashion industry.
The successful launch and sustained performance of 14 flagship stores stand as testament to the operational and strategic strength of Aza Fashions over two decades.
Aza Fashions: Strategic Vision Ahead
The brand showcases leading designers including Anamika Khanna, Tarun Tahiliani, Rimple & Harpreet Narula, Amit Aggarwal, and Seema Gujral, along with emerging and trending labels discovered by Aza Fashions.
In 2025, Aza Fashions expanded into fine lab-grown diamond jewellery with the launch of Araiya by Aza, further strengthening its luxury portfolio.
Looking ahead, the brand remains focused on strengthening its leadership position in India’s expanding luxury market. The brand aims to deepen designer collaborations, enhance curated offerings, strengthen omni-channel capabilities, and deliver increasingly immersive and personalised retail experiences.
