Designing his way to success.
Story of Asif Amin Mehtab, who turned fortunes in his favour with sheer hard work and dedication
An idea can change your mind. That’s what Asif Amin Mehtab believed in. Starting from a small shopkeeper selling garments to now being only exporter of Kashmiri lehangas designed and created by his company Expo Lehangas to foreign countries.
With father being a government employee, suffering losses in carpet business, decks were all against Asif’s business ambitions. He had to regroup, restart and all that mattered in his tough times was his resilience to bounce back.
After having to take a tough decision to close family carpet business, he started with a small garment shop in Goni Khan Market in central city area of Srinagar, famous for women’s apparels. It was in the year 2000, the idea of introducing lehangas to Kashmir market came to his mind. He went to Delhi, understood the nitty-gritty of lehanga making and then introduced it in Kashmir market.
In 18 years, Asif’s hard work has not only ensured him to carve niche for himself in the local market of Kashmir, but his Expo Lehangas is now a brand even in foreign countries which is a feat every businessman in Kashmir would yearn for.
“I can say proudly that Expo Lehangas is the pioneer of introducing Lehangas in Kashmir market and we are the first in north India who started giving lehangas on rent. Earlier brides belonging to rich families used to get them from outside state, but nobody would rent it here,” said Asif.
At Asif’s showroom opposite Partap Park, there are lehangas delicately designed by him whose price ranges from Rs 50,000 to Rs 6 lakh with female customers thronging to choose best design to wear on their wedding days.
“There are few families that belong to upper strata of income who can afford to purchase lehangas. But majority of would-be brides are not in position to buy lehangas so they take them on rent basis which costs them an amount ranging from Rs 10,000 to Rs 50,000 a day,” he said adding that such is the craze for these lehangas in Kashmir that people book them months ahead of their wedding days.
“We have different ranges and all are being designed by me. I first design lehangas and then get the work done like stitching, embroidery and other things done from Farokabad, Hyderabad and Kolkatta, where more than 60 workers trained in lehanga making work for me. Most of my work is done in Farokabad which is hub of lehanga making,” Asif said adding that over the years demand of lehangas has increased manifold.
“Despite number of shops renting lehangas increasing rapidly, Expo Lehangas has created a name for itself in the minds of people in Kashmir,” he said adding that brides prefer to shop, rent lehangas from our showrooms as we always believe in having quality products as well latest designs which nobody has in the market.
With overwhelming response in the Kashmir market, Asif is now exporting lehangas to foreign countries with major markets being Canada and Dubai.
“We have a good demand and clientele in foreign countries where South Asian origin people prefer our designed lehangas than designer lehangas which cost them fortunes,” he said adding his business is growing and he is now owner of seven showrooms across Kashmir.
When asked how did idea of introducing a concept of renting lehangas in Kashmir propped up, Asif says that it was an idea and hard work that paved way for success. “I saw some of the affluent families going to outside places to buy Lehangas for their daughters who were getting married. I thought over it, and came up with an idea of renting Lehangas, which became an instant success.
Asif believes that key for success is only and only hard work. “Despite being a son of a government employee, I along with my brothers always believed that entrepreneurship is the key for the development and progress of youth in Kashmir.”
“Our company is providing direct and indirect employment to over 60 people. Our youth must do away from the infatuation our society has for a government jobs. They must and should focus on other aspects other than jobs. It is will power, hard work and dedication that can help one to become successful in life.”
He said that the youth in Kashmir are a bit dejected due to the prevailing situation in Kashmir. “But I believe that one has to be ready to face any situation in life, only then he/she can succeed in life. Doing business in Kashmir is hard, but it also provides one a lot of opportunities to excel. Determination and hunger to work is the key for youngsters to do well in life.”
