What makes 72-year-old Bina Kedia one of the most promising entrepreneurs of Jaipur? To find out, we met the beautiful granny at her clothing showroom, Exclusive.

Exclusive is one of the earliest ethnic brands for kids. From salwar-kameez to lehenga to kurta-pyjama and sherwani, Bina ji has it all for the little ones in various colors palettes and decorative motifs.

Over some cool chaachh and coke (she is now officially cool), we discussed her life and re-read the chapters of her failures and success together. This rendezvous was to stay with us forever, and so, we listened to her every word attentively.

“I was the eldest of all the daughters-in-law. I was responsible for shopping for everyone getting married in the family. I always had the knowledge of what color suits which skin tone and what pattern suits which body-type.

I was young and restless. I wanted to do more. What most of you, the young ones, feel about your career/lives, I felt the exact same emotion years back. Once I was done feeling sad, I decided to take the needed action. The next day, I bought a sewing machine and started making party-wear ethnic clothes.”

The beginning of her Exclusive boutique.

This boutique is 38 years old. People know us for providing designer ethnic clothes for kids. I began the start-up with just Rs. 500 and was determined to make profits. I started taking orders and established a small shop in the Walled City. I was a smart business woman and therefore, I used to sell things which weren’t available in Jaipur around 40 years back. I used to bring them from Delhi, Bombay and Kolkata. My family took a lot of efforts in order to make this boutique live forever.
About keeping herself fashionably updated.

In 38 years, the fashion has drastically changed. Even kids are clear about the kind of clothes they want to wear. Since I am not a very tech-savvy person to take the help of the internet, I take my inspiration from daily soaps. For most of you, they are illogical, but trust me, these saas-bahu serials are a great source of fashion knowledge.
Business policy.

If you hurt one customer, you lose 100 of them. We take this rule very seriously and that’s why, I’ve never received any complaint about our work ethics in all these years.

On what keeps her going at the age of 72.

My mother never let me sit idle. After marriage, my father-in-law pushed me towards education. Once I grabbed the degree, I began working. I don’t think I can sit having absolutely nothing to do. My kids tell me to be at home, take rest, travel, and take it easy but all this is not my cup of tea. I tell them, if our President and Prime Minister can take care of the country at this age, why can’t I look after one showroom! This showroom is my lifeline. It makes me want to live more. Maybe, 25 years more. Trust me, welcoming the customers and assisting them add to my happiness.

About facing ageism.

They think old people aren’t efficient anymore. Look at me, I can work more than any young lad. It is not always about physical strength, you see.

The best compliment ever.

My daughter-in-law, Ritu, always acknowledges my efforts. Her words of encouragement and appreciation are precious to me.

Any regrets.

Even if I die tomorrow, I will die regret-free.

Health ritual.

I have been a diabetic for last 20 years, so I eat healthy. I go for half an hour morning walk every day. I am not ignorant when it comes to health, you see. After all, no one is going to share my illness with me. 

What’s her day like during holidays.

I spend all my time with my kids and their smaller ones. They adore their grandmother. We often go out on movie dates. Also, I love to cook. I am extremely fond of gol-gappe that we prepare at home. Now that we’re talking about it, I want to eat some right now.

What is missing in her life?

I miss my late husband. He was a man of few but wise words.

One secret nobody knows about.

I can prepare something for you to eat in maximum 5 minutes. Once, there was an announced guest at home, and I had nothing to offer. There was just one packet of potato chips and very smartly, I turned the mere chips into papdi-chaat by adding some sauces and namkeen over them. I call this tricky cooking process ‘permutation & combination.’ *laughs*

One thing, she is adorable. Second, she is damn enlivening. Before we left, we asked her if she wants to add anything to her story. She said, “Every day, ask yourself  ‘why should you work?’ I am not working for money. The kind of satisfaction you get when you accomplish something is unbeatable. I want to work until the last day of my life.”

Photographer