NewZNew (Chandigarh) : Since 1954, Frontier Raas ethnic wear has been the epitome of elegance, focusing on the modern yet traditional woman, and built on the premise of ‘aata hai mujhe raas’.
From traditional saris to evening gowns, gleaming yards of Kanjeevarams to Uppadas, sparkly sequins to vintage zardozi, ready to wear prêt to custom-made bridalwear—the Indian bridal trousseau is a veritable compendium of Indian handlooms and international silhouettes. But in its glorious diversity is the undeniable struggle of making sure nothing is left out.
The Founder of Frontier Group, Late Shri Bansi Lal Batra, migrated from Pakistan and started the business in the early 1950s under the brand name ‘Frontier Cloth House’ in Phagwara, Punjab. Over the years, his sons Anil & Sunil Batra joined the business. Anil Batra started exporting Indian ethnic garments in the year 1982 to UK, USA, Canada, etc. and in 1987, Sunil joined him too in the exports and they formed the company GNE Exports Pvt. Ltd. which is a Govt. recognised Trading House today. The company has been winning the ‘Best Exporter Award’ in Hand embroidery from The Handicrafts Council for several years.
In 1992, Anil and Sunil shifted their export business to Delhi and later expanded their business by opening a retail store in Karol Bagh in the year 2000.
The Group then in the year 2009 opened another retail store under the brand name ‘Frontier Raas’ in South Extension. In 2010, Anil’s son Tushar also entered the family business, bringing with him a global outlook achieved through his time spent in the United States as a student of Marketing and Business Studies.
Frontier Raas, South Extension is being managed by Anil and Sunil Batra and has now further expanded its retail operations in Chandigarh and very shortly they are coming up with another retail store in Karol Bagh.
Wedding functions with hundreds of guests, ending in the wee hours of the morning, require outfits that move with the bride and not weigh her down. Whether it’s performing on stage during the elaborate sangeet ceremony, a first dance with the groom, or endless rounds of the venue to greet guests, the new-age bride does more than just sit and smile for the camera.
So it’s only natural for the clothes to be as effortless as they are gorgeous. And that’s what the Frontier Raas creations are all about.
The trend of different themes for different events also requires outfits that stand out in style—a flowing Anarkali for Mughal-e-Azam, a bejeweled gown for Moulin Rouge, a draped sari for Indo-Western, a MirrorWork lehenga for Sufi night.
Frontier Raas has the largest collection of designs to suit anyone’s needs and tastes, all under one roof. While 50 shades of red can work for any bride, often the idea is to be more offbeat. Enter classic gold and canary yellow, midnight blue and deep sea green. All of this at one place, where the modern bride can not only get a taste of the traditions of ancestral weddings of her mother or grandmother, but also make them her own with newer, more innovative avatars. And with it, create her own kind of heirloom.