At a gleaming three-storey outlet of Reliance Trends in the town of Sangli in western India, Alka browses through a collection of Indian ethnic-wear kurtas in an array of vibrant colours.
A geriatric care worker in her late 50s, she is looking for a design in a particular shade of baby pink with a dull gold paisley motif.
"I saw someone wearing it at my workplace and I loved it so much, I immediately wanted to buy one for my daughter," Alka told the BBC.
Across its three floors, the outlet has racks displaying all kinds of trendy apparel, from funky printed t-shirts and weathered jeans to formal office wear for men and women and in-house labels selling Indian or fusion mix-and-match clothes.
On display are also make-up kits, sneakers, handbags and costume jewellery.
