Many fashion boutiques have come up in Ludhiana and a huge clientele of females prefer these boutiques which are accessible at their doorstep.
Neelam Handa, who started a boutique as a hobby 15 years ago, has become more popular than any celebrated fashion designer.
Neelam's is an exclusive outlet for ladies designer wear that specializes in embroidered suits, saris and lehengas.
Her "commitment to quality" brought her an international award in 2005 at the International Arch of Europe Award Convention, Frankfurt.
"Fashion designers work according to trends and style as what fashion they are going to introduce for the future. But, it is not necessary that everybody would like it. Boutique is more practical and affordable. Hi-fi designer wears target a suitable clientele", said Neelam.
Numerous boutiques have come up here that offer dress materials unbeatable in quality, comfort or design. The cost of dresses range from 10 dollars to 4500 US dollars.
Natasha Sehgal, owner of `Libaas' boutique said: "Many people have relatives living in abroad, that's the advantage. They do not want the same design, but a fusion of traditional Punjabi and western. So that is really working a positive asset to us. We are also keeping a constant touch with what is latest not in India but what is latest in London and Canada".
Boutiques too go international, as many have plans to open branches in cities like London and Washington.
The smarter the boutique, the costlier the label. One could spend any amount to look fashionable and in sync with fashion.
"Fashion designers make clothes for models walking down the ramp and not for clients like us. Here, in boutiques we get clothes suitable to our figure. We are able to choose the kind of embroidery and colour as per our requirement," Reema, a customer said.
Now, who says that fabulous models can only walk down the ramp? Boutiques very well understand the need and emotions of the world's most prime customers. Housewives also rule the ramp.