Shopaholics: Let's Sing A Love Song

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divas guest bloggerImagine the collective surprise and relief of the mostly invisible North East community in Mumbai, when a young Assamese couple took the initiative to launch a store that makes available goods from ‘back home. Oineetom is a Miri love song (of the Mishing community in Assam), and also the name of the handloom and handicraft store by Neeyor and Rouhan Sharma, located in Navi Mumbai.

A few years ago, Rouhan’s mother, Era, taught a few young girls, who dropped out of school, how to weave and how to be creative with their designs, while managing her own role as a planter’s wife, in Central Assam. Later, she built a make-shift workshop on a plot of land near Numaligarh, Assam, and began to showcase the creations that came from there.

Why Go There ?

Comprising a small area and a loft, Oineetom stocks products that are authentic to the North East communities of India. Popular items include the authentic silk (paat and muga) sarees and mekhela sadors from Assam, metal beads from Manipur, wooden miniatures of some famous landmarks of the region, and accessories from Nagaland. Cane, a North-East specialty, is always a best-seller - as furniture, ornamental trimmings and also as floor mats.


Rouhan believes that the USP of his store lies in the quality of products that he offers. “My mother uses natural and vegetable dyes, for example, and she offers to her customers a range of colours that you never knew existed,” he says. Versatility and convenience are also reasons for the interest that handicrafts have garnered, he adds, but “People are going back to an organic lifestyle, too, to decrease their carbon footprints, and endorsing Indian handicrafts are as non-synthetic as you can get.”


Prices begin at Rs 5000 for a saree, and can go up to an average of Rs 8000-9000. Typically a furniture set would cost around Rs.22000; although they also have table stands made out of tea bushes and these are available for Rs. 800 and up. You can also find premium Assam tea which is priced Rs. 40-50 lesser than the usual market price.


How To Find them

  • Store address: Shop No 17, Shreeji Heights, Sector 46A, Palm Beach Road, Next To State Bank Of Hyderabad, Seawood West, Nerul West, Navi Mumbai - 400706
  • Contact: Neeyor Sharma +91 80808 09052 or Rouhan Sharma +91 9867490361
  • Email at


nupurNupur Barua rather unwisely, gave up a career as a journalist to pursue another in the world of fiction television. After attempting to understand the industry for six years, she finally gave it up to return to her first love—writing! Currently based in Mumbai, Nupur provides content and edits on a freelance basis, and occasionally designs presentations for movie and television pitches. Follow Shopping India on Twitter for the insiders-guide to shopping in India.