Urvi Piramal, chairperson of the Ashok Piramal group, inaugurated the store with guest celebrity Neha Dhupia. Also present at the inauguration were Nandan Piramal, executive vice chairman of Piramyd Retail, and Vishal Mirchandani, chief executive officer of Lifestyle Stores, Piramyd Retail Ltd.

Neha Dhupia, who was present at the store, cut the ribbon and declared the store open. Speaking on the occasion, she said, "Style and glamour are no longer restricted to just stars and Bollywood celebrities. Piramyd has always been at the forefront setting new trends and pioneering the shopping mall concept in India. The launch of Piramyd store brings trends to the doorsteps of consumers in Delhi".

The store aims to provide shoppers with a variety of International and Indian brands in men''s wear, women''s wear, kids wear, home fashion and accessories.

Located in the up-market Shalimar Bagh neighbourhood of West Delhi, the new store spans 65,000 sq ft of floor space, adding a refreshing dimension to lifestyle retailing in the national capital region.

The new store will display the latest collections from Park Avenue, Levi''s, Arrow, Lee, Allen Solly, Wills Lifestyle, Elizabeth Arden, Christian Dior, Hugo Boss, Longines, as well as its popular in-house labels such as Rudra, Venti Uno, Peppermint, and Enya among others.

Speaking at the launch, Nandan Piramal, executive vice chairman, Piramyd Retail Ltd, said, "Piramyd has always been at the forefront of lifestyle retail and this new store is another step towards providing the fashion conscious customer in Delhi with more choice. Today, we have over 1.2 lakh Piramyd Power Club members, who are testimony to the popularity of the brand."

Piramal also added that the company had chartered an aggressive growth plan, for which "a dedicated and competent team has been put in place to ensure its execution".

Piramyd hopes to close this financial year with close to 1 million square feet of retail space. It is on the look out for opportunities to offer its customers with the latest trends and easy access to the world of fashion, according to Piramal. Adding further, Piramal said, "We have studied the Delhi market well before our entry; Delhi has shown tremendous growth potential in the key markets, one of them being Shalimar Bagh which has changed the retail landscape of the area. We are extremely upbeat about the launch of our Piramyd Lifestyle store in this vicinity".

Piramyd will sport a brand new identity with respect to the logo, brand communication, physical layout and merchandise. This re-branding is part of the national re-launch of the new look that Piramyd kicked off with an innovative brand campaign earlier this month.

Piramyd Retail Ltd (PRL) is a part of the diversified Ashok Piramal Group, operates two retail formats under the brand name of Piramyd Lifestyle Store and TruMart. The company currently runs 7 Piramyd Lifestyle Stores, which is a fashion lifestyle chain having a pan India presence with stores in 6 cities. It offers the Piramyd Power Club Loyalty program for its customers, which offers a host of benefits to make their shopping more rewarding.