"Parsis have a long-standing relationship with Hyderabad. They held important positions in the royal court and have settled in the city for centuries. The interiors (of the store) are an ode to this special bond between the community and the city. It is also a nod to the opulence of the Nizams and the stylish people of Hyderabad,” gara revivalist Ashdeen Lilaowala stated in a write-up sent to Parsiana on the opening of the store Ashdeen at Anahita in Hyderabad on July 23, 2025. The city’s glitterati and Parsi community were present in full force to show their support to both Ashdeen and Anahita. The turnout at the launch was testament to Anahita’s founders, sisters Cherazad Pestonji and Maniza Patny, and the Pestonji family’s deep-rooted connections in Hyderabad, mentions the write-up. Most of the guests, including the guest of honor, businesswoman and philanthropist Sudha Reddy, were dressed in Ashdeen’s creations.
The Delhi-based textile designer’s eponymous brand Ashdeen, launched in the capital in 2012, is known for authentic handcrafted Parsi gara-inspired saris, lehengas and accessories retailed through flagship stores in Delhi and Bombay, and through exhibitions across India and overseas, and online. And now one in Hyderabad as well, where he has held gara exhibitions earlier, building up a good customer base.
At the launch of Ashdeen at Anahita store, from l: Cherazad Pestonji, Pinky Patny, Gool Pestonji,
Anahita and Maniza Patny, Sudha Reddy, Ashdeen, Shernaz and Zubin Lilaowala, Vishal Patny
The store’s interior features include vintage chandeliers, gold racks with an antique finish and old Chinese vases. A lush carpet from Obeetee and a dedicated lounge space make the shopping experience cosy. In keeping with the brand’s tradition, Delhi-based artisans were specially flown down to Hyderabad to paint screens featuring chinoiserie-inspired motifs with gold foil. Lilaowala is particular that handcrafted details adorn the space as a nod to the brand’s ethos, notes the write-up.
The Ashdeen at Anahita store, located in the popular multi-branded fashion destination Anahita at Krishna House in Hyderabad’s upmarket Banjara Hills area, spans about 500 sq ft. Hyderabad-based architect Mouna Reddy designed the space in collaboration with Cherazad. Talking about the interiors that feature pastel colors with gold accents, she says, "We’ve paired powder pink walls — as seen in Ashdeen’s Bombay store with lush wooden flooring. We’ve kept the interiors vintage, yet minimal, to ensure that the spotlight is on the saris and clothes at all times. The brief was to evoke a charming French salon.”
At the opening, the parents of both Lilaowala and the Pestonji sisters were present. Parsi nibbles and drinks were served to the guests. A fashion presentation showcased the latest Ashdeen capsule collection themed on Princess Diaries, the American coming-of-age film, specially created to mark this milestone. "It’s a joy for us Parsis to see our gara making waves across the country, one city at a time,” the owners said. S. V.