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About Us

The Brand

Real or Genuine in Urdu. Honey in Persian.

Capital Letter in Hindi Imagine the core of something. Earth, Gold or even a Rose, extracted to create a new entity that exudes the essence of its origin but is distinctive and unique and has an identity, character and spirit that is all its own. This is ASAL, a luxury fashion label from the House of Abu Jani Sandeep Khosla. It carries forth the design philosophy of meticulous embroideries, accented with hand-made craftsmanship to create fine clothing that is current and timeless.

ASAL is edgier. Whilst its roots lie in the classical, it breaks away by offering a smorgasbord of silhouettes. ASAL is quite simply the real thing. Designed for real people who want the unreal from Abu Jani & Sandeep Khosla.

Abu Jani

From an early age, Abu was exposed to a high style world filled with sophisticated women, cinema and wealth. He wasn't academic, his textbooks filled with doodles and sketches, early signs of the born artist. After graduating from high school he applied to enter Art School but was rejected. A blessing in disguise since it allowed him to move towards the field of Fashion design.

The Summer of 1986 witnessed a chance meeting between Abu and Sandeep. It took only hours for them to strike a creative and personal rapport that they have referred to as "magnetic". A pull that made them decide instantly to combine forces. Their first collaboration was a signature collection, which they named, ‘Mata Hari’. And with it the birth of India's leading Couture House.

Abu Jani is a man of reticence and zen-like self-containment. He credits Sandeep Khosla for being the one who dared to 'Go for the bigger dream " since he is cautious by nature. A style icon himself, Abu is passionate about Fine Living, Food, Horlogerie and Antique Jewellery.

Sandeep Khosla

Sandeep Khosla is a son of Kapurthala, an erstwhile Principality of Punjab. He attended The Doon School, one of India's most prestigious public schools, where he excelled at the extra-curricular, including theatre, tie and dye, batik, drawing, painting and carpentry.

An initial foray into the family leather business is how the fashion bug first bit Sandeep. A brief stint with an exporter afforded him hands-on experience at working with a variety of fabrics and learning the ABC's of garment manufacturing. He left Kapurthala to live in Delhi for a year, where he launched his own label "Limelight”, which retailed at a popular boutique called ‘Appearances’. A decision to move to Mumbai found him, by sheer coincidence, working with Xerxes Bhathena, the same designer who had given Abu his first break.

August, 1986 brought a chance meeting with Abu at a mutual friend's home. And the rest as they say is history.

Sandeep is a born extrovert and possesses an entrepreneurial flair. He gravitates towards risk-taking, something which has helped propel the ambition shared by the duo. He is an art aficionado, an inveterate traveller and cinema buff.

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