What's a Hindu ceremonial paraphernalia store doing in a luxury brands mall? It's a way for those swept away by western commercialisation to reconnect with desi ethos, says West2India. Tathaastu!
What's a Hindu ceremonial paraphernalia store doing in a luxury brands mall? It's a way for those swept away by western commercialisation to reconnect with desi ethos, says West2India. Tathaastu!
Nestled comfortably between the new Manchester United pub and the soon-to-open Comedy Store at Palladium Mall, is an unexpected glimmer of ethnicity.
Small, bright and tightly packed with every Hindu ceremonial item imaginable, West2India is a store that hopes to revolutionise the way we look at religion.
The name itself suggests that the aim of the franchise (there are two more outlets, one in Vashi, another in the UK) is to bring back to India all those people who have migrated to the West, whether physically or just in terms of lifestyle. 
"We want to make people that have been swept away by Western culture stop for a moment and think about God," says the store advisor, with a serious look.
Which is probably why Palladium worked for location; West2India has international brands Calvin Klein, French Connection and Estu00e9e Lauder for company.
"People spot the store and drop in, because it stands out.
Children actually stop by to pray when they pass by," she says matter-of-factly.
Although the store is a little haphazardly stocked, and a browsing customer is constantly gripped by the fear of knocking something over, it scores on variety.
You have your average murtis and diyas, but spend some time looking at the idols that appeal more to the aesthetic than ritualistic sense.
Most of the metal items are well-crafted. Among our favourites is a silver-coated shankh (priced at Rs 30,750) and a brass statue of a dancing Lord Ganesh (Rs 18,000).
The marble items were a bit of a let down although they carried exquisite detailing. Maybe the tacky rhinestones and clashing neons should be done away with.
By making ceremonial paraphernalia easily available to modern Hindus in the midst of the raging sea of Western
capitalism, the proprietor has proved that God always finds a way to reach out to you.
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AT: T10/A Palladium, High Street Phoenix, Lower Parel.
CALL: 30724455. EMAIL: sales@west2india.com. LOG IN: www.west2india.com
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