1971
One almirah of cotton
Late Shri Pyare Lal Sidana opens Sidana Vastra Bhandar on Gurudwara Road with a single almirah of cotton and a habit of buying only what he would wear himself.
Jwalapur, Haridwar
A suit length is three pieces of cloth and a decision. Everything we do is about making that decision easier to get right.
Unstitched fabric is bought differently from ready-made clothing. You are judging a weave you have not worn, a colour you have only seen under someone else’s light, and a fall you cannot test from a photograph. For fifty-four years the answer to that was simple: come to the shop, put your hand on it, hold it up to the window.
This site exists because not everyone can come to Jwalapur. So we brought two things with us — the shelf, exactly as it stands, and the part where you get to see the cloth before you commit.
1971
Late Shri Pyare Lal Sidana opens Sidana Vastra Bhandar on Gurudwara Road with a single almirah of cotton and a habit of buying only what he would wear himself.
1994
His sons take over the counter. The shop grows into the building next door, and the mills in Surat and Bhagalpur start to know the family by name.
2019
We start carrying pieces to customers who cannot get to Jwalapur. It turns out people buy more confidently when they can see the cloth in their own light.
Today
Everything on this site is on that shelf. Nothing is drop-shipped, nothing is a catalogue photograph of stock we do not hold.
Cotton and mulmul from Jaipur and Kota. Chanderi and maheshwari from Madhya Pradesh. Tussar from Bhagalpur. Georgette and chiffon from Surat. Someone from this family has handled every bolt in the shop before it reached the shelf.