Simran and Sabina, the owners of Azaad Bazaar, say that the store was started with the intention of providing LGBT rights supporters a chance to make a statement in style. A quick glance through this store assures you that they have left no stone unturned in their endeavour.

Tucked into a corner of a boutique laden suburb of Bandra, Mumbai, Azaad Bazaar can easily be lost to the unknowing shopper. But if you happen to chance on it, it is going to be hard not to fall in love with the store. Rainbow coloured bangles, felt cowboy hats, bi/trans studs and rainbow pride bead ballis make for a vibrant fare that will ensure you look chic as you support your cause.

Add to this T-shirts and mugs that come with a desi twist, with messages like: ‘Straight as a Jalebi’ or ‘Ma Da Ladla’ (Mom's dearest son) adorn the t-shirts. Mugs like the one saying ‘Out in India’ with the picture of a cricket umpire holding up his hand or one that has rickshaws in various colours of the rainbow bring funk to everyday accessories. Adding kink to the store are the multi-coloured party items – giant rainbow coloured clown specs, eyelashes and rings, pink seventies style moustaches and furry handcuffs.

Azaad Bazaar completes the shopping experience with a décor of warm, brightly coloured walls, punny notes (a post-it note about their literature collection says ‘Gay to Z’) and a small tea and coffee counter for their visitors.

Talking about their store's quirkiness, Sabina says that looking cool is just a part of what Azaad Bazaar is trying to achieve. ‘It’s hip to have a quirky line on your t-shirt but it’s a whole another level when you use quirk to make a personal statement.’ Inevitably, Azaad Bazaar finds a following among whom Simran calls the ‘zara hatke’ (a bit different) crowd – their ‘Pink Sheep Of The Family’ mugs and t-shirts, for instance, goes well with many girls.

While the store has been in the neighbourhood since 2009, the idea started out with ‘Jailbird’ t-shirts as far back as 2007.These were sold mainly through word-of-mouth and later through an internet website. The transition from Jailbird to Azaad Bazaar coincidentally happened 2 years later during the Delhi High Court ruling against Section 377. With so much time spent in establishing itself, Azaad Bazaar keeps itself open to businesses that are starting up and are looking for a place to test their products, LGBT or otherwise. “We’d rather give a platform to brands that are like we were three years ago, as opposed to full-fledged ones,” explains Simran. Offbeat documentaries, queer literature and products from smaller NGOs add to the store’s “socially conscious” image.