Deccan Herald, Saturday, June 12, 2004


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Deccan Herald » Metro Life » Full Story

For beautiful people

Auro Astha is more than a lifestyle boutique. It brings some of the warmth and comfort of Auroville here to Bangalore.

Shops today are a statement of a lifestyle that is exclusive and understated. Auro Astha on Victoria Road is a good example of new-age shops that have started appearing in the City. Situated on the first floor of a bungalow, the store is a slice out of Auroville, Pondicherry. It is serene and peaceful. It will take you some time to soak in the atmosphere and then some more to look around at the exclusive products. There’s almost everything you would need -- from furniture to pottery, clothes to footwear and jams and juices to incense sticks.

Auro Astha is run by Mobina and Shaizia Jifri. They launched the store in December last year when the Auroville Siddhi global marketing team from Pondicherry visited them with a franchise offer for the Auro chain of boutiques.
Mobina, who had planned to rent a portion of her house, agreed to the offer because of her association with Auroville.

“I visit Pondicherry quite often. Hence, I saw it as an opportunity to bring Auroville products to Bangalore for people like me who are passionate about them. Moreover, I wanted to use my time productively,” she says. Her youngest daughter Shaizia joined the venture as executive partner.

Auro Astha has an interesting section on footwear under the brand name, Paduca. “These are specially made to balance the foot properly. They are crafted from handmoulded leather and are good for aches and pains. They priced between Rs 500 and Rs 700,” explains Shaizia.

The store also has short kurtas, pants, bags, stoles, pottery, paper lamps, food products, incense sticks, artifacts and books on Aurobindo. The products are made of natural non-toxic ingredients and are priced between Rs 10 and Rs 2,000.
“We often ask people to spend some time at the store. It has a very calming effect on them. We are shortly going to set up a coffee bar on the ground floor with a limited seating capacity,” says Mobina.

Auro Astha is at 16, Victoria Road, Bangalore-47. Ph: 25363405.

BC

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