Shopping is a matter of comfort and homely affair for the residents of the Waikato region, who rely on Pragma Fashions for quality products at reasonable prices, enhanced by personalised service.
Kaushik Mistry and his brother Yogesh manage the enterprise, which has been moving from strength to strength, with a growing number of customers not only from the Waikato region but also from other areas including Auckland.
Kaushik credits the success of the retail store to his parents Gopal and Kamla Mistry who brought with them a wealth of experience from their native Fiji.
“Their spirit of enterprise and customer service was manifest in ‘Modern Stores,’ which they owned and operated in Nadi. We established Pragma Fashions in Hamilton more than 10 years ago after studying the market potential,” he said.
The family also operates a similar business in the name of ‘Dia Collections’ in the South Auckland suburb of Papatoetoe.
Hamiltonians say that Pragma Fashions is their natural choice and they have been witnessing increasing number of customers benefiting from an extensive choice of items on display at sale at the 300 Sq m store, located at the heart of Hamilton (101 Greenwood Street, Frankton).
The store also caters to those with a preference for western style of clothing.
“It has always been our objective to serve the resident community with a wide and growing range of products sourced from manufacturers and exporters at the lowest possible retail price, without compromising quality.
“We understand the market trends and consumer preferences and cater to the evolving tastes with a proactive approach,” Kaushik said.
The Products
Pragma Fashions is the home for all types of Indian dress material, sarees to suit varied, textures, tastes and budgets. Also on display and sale are Indian jewellery items (including necklaces, rings and bangles) and accessories.
The growth in Indian population and the inter-ethnic interaction and the celebration of Indian festivals, most notably Diwali, has brought more people to experience the exquisiteness of Indian design and texture.
In addition, Pragma Fashions is geared to offer more variety to the entire family. Kaushik and Yogesh are aware of the rising interest from residents in other areas, visitors and tourists. The objective is therefore to be closer to customers and serve them better.
“We strive to maintain high standards of integrity, honesty and trust with suppliers and customers and explore opportunities for widening our product range. We are passionate in serving the best,” Kaushik said.
Pragma Fashions announces in-store specials regularly with a number of items offered at lower prices.
The Market
The richness of the Indian fabric has begun to attract other ethnic groups as well. Over the years, Pragma Fashions has been witnessing increasing numbers of people of other ethnic groups shopping for Indian dress material.
Kaushik is confident of the future, with such confidence arising from continuing demand for the products it imports and retails and from the quality of service it renders to the public.
