Last month, Bizarre opened its fourth studio in west Delhi's Rajouri Garden market. ``Dressing western was more the exception than the rule,'' says Ms Mehra-Gupta. ``The odd one out at college, at a party or at work was a girl who dressed westerns, whereas today the reverse is true,'' she says.

Today, Bizarre has become an upmarket label. ``Anyone who wants an authentic jacket or formal pants always comes to Bizarre,'' says Mr Gupta. Since the store's popularity is growing, the designer duo are looking at other metropolitan cities like Mumbai and Bangalore. ``Though our clothes were available at Shoppers' Stop, it was not a brand that was recognised in those cities. But, today we get a lot of customers from these cities wanting to buy from Bizarre,'' says Mr Gupta. The idea of the store was conceived by Ms Mehra-Gupta, who trained as a fashion designer. Mr Gupta, who was then working with PriceWaterhouseCoopers, decided to take a gamble and back his wife's idea. And there has been no looking back since then. Bizarre makes designer clothes for other popular stores too, but their signature line at their store is exclusive to the Bizarre stores.Bizarre restricted itself to one store in Greater Kailash I for a long time.

It opened its second store in South Extension almost a decade later and it was only in 2000 that it added two new stores in Khan Market and Rajouri Garden. ``I wanted to make sure that the brand will be a success where ever it goes and decided to open one store at a time. Now, I am more confident about the value of the brand and hope to spread to other cities soon,'' says Mr Gupta. With the western line of Bizarre being very popular, the Guptas are slowly moving in to products for the home. At their Rajouri Garden store they have one floor stocked with goodies for the home. ``Our USP is our classy taste and the high quality that Bizarre symbolises,'' says Mr Gupta.