Elka Fashion Store For Women & Kids

You have to go down to the basement to find us. We are in Okhla Phase 2, at D 7/3. It's a bit hidden away from the main path. This part of New Delhi is very industrial, with lots of trucks and noise all day long. Elka Fashion Store is mainly for women and kids. We have stacks of children's outfits and rows of ladies' wear. Because we're in a basement, it stays a bit cooler than the street, which is a nice break from the heat. But it can get a bit damp when it rains heavily during the monsoon. We spend a lot of time folding and refolding small clothes. Kids' stuff is so tiny, it's easy to lose a sock or a glove in the piles. We don't get a lot of random people walking by because of the location being downstairs. Most of our customers come because someone they know told them about us. We don't do any big marketing or advertising. We just try to have enough variety on the hangers for everyone. My auntie helps out on the weekends when it gets a bit busier than usual. We have a small radio that plays the news or some old songs while we work. It’s a quiet life down here despite all the trucks outside. We just keep track of what people want and try to get it in for them.