The Profile of Parisilk
Owned and Operated by the Primalani Family
Parisilk started out as Paris Silk Store
in 1952 at No. 22 Transit Road, located along Sembawang Road,
Nee Soon. This was located directly across the present row
of shops there. Then, it was a sole proprietorship owned and
operated by Mr Gulabrai Primalani. It started out selling
textiles, mainly silk, hence its name. This was shortly after
the end of the Second World War. Mr Gulabrai had just gotten
married and decided to bring his wife to Singapore, from India,
in search of a new and better life.
During that period, there were many British
soldiers based in Singapore, with Singapore bring a British
colony. The majority of them lived in the northern part of
Singapore, around Sembawang, which is a short drive from Nee
Soon. Nee Soon in its heyday was lined on both sides of the
street with bars, nightclubs and rows of shops selling anything
and everything under the sun. These shops ran all the way
from Mandai Road to the present Sembawang Shopping Centre.
This, and the setting up of the Sembawang Shipyard, led to
the opening of Paris Silk Store there.
After Singapore gained independence in 1965,
many of the British soldiers were slowly transferred out of
Singapore until there was only a handful left. However, the
place still remained very lively with the many British, Australian
and New Zealand naval ships which used to call at Sembawang
Mr Gulabrai Primalani had six children, four
sons and two daughters. In 1973, he handed the business over
to three of his sons, Andrew (Chandru), Larry (Kumar) and
Kevin (Prem). His fourth son, Kishin, ventured off to set
up his own company.
The new blood in the business brought with
them many fresh and enterprising ideas. The brothers were
not satisfied with the progress of the firm and with the path
the textile trade was taking it. In 1974, the three brothers
realized that the textile business had little potential for
expansion and envisioned greener pastures ahead if they were
to convert to selling consumer electronics instead.
Thus, in 1974, Paris Silk Store made the
switch to selling electronic goods. The name, however, was
not changed as it had been long established and was widely
known. The brothers thus saw more good than harm in keeping
Unfortunately, there were several fires along
Transit Road in the mid-1980s. These fires burned down the
majority of the shops on each side of Transit Road. The fires
wiped out many businesses and most never recovered well enough
to relive their former glory. The fires led to the construction
of the present row of shops along Transit Road. Paris Silk
Store thus moved across the street in 1986 to occupy the first
shop along that row, No. 7 Transit Road.
In July 1986, Mr Gulabrai Primalani passed
away after a long battle with various illnesses. He left behind
the legacy of Paris Silk Store for his sons to further build
on. In 1988, the second retail outlet, Paris Silk Brothers,
was set up at No. 11 Lorong Liput, in Holland Village. This
was with the aim of tapping into Singapore’s rapidly
growing expatriate population, many of whom reside in that
vicinity. The company has been quite successful in doing so
with the excellent personalized customer service offered coupled
with the best prices available in town.
In 1991, Paris Silk Brothers moved to its
present location at 15A Lorong Liput. In 1994, an Export and
Mail Order Division was set up to deal with the many customers
who had first visited us as tourists or expatriates to Singapore
and who wished to make repeat purchases with us from overseas.
As such, our prices are not only known to be competitive in
Singapore but also in various other parts of the world. A
Corporate Sales Division was also set up to concentrate solely
in giving our corporate buyers more attention and better service.
These two divisions went by the name of Paris Electromart.
This helped us build another niche in which we are now very
strong in; in sales to organizations for corporate events
and redemption programs.
In 1996, Computer Division was set up. With
the emergence of the Internet and the Government’s vision
to make Singapore into an Information Technology hub, the
market for the retail of computers and related peripherals
was growing rapidly. We decided to make an attempt for a slice
of that pie and sought to tap into the retail computer market.
In November 1997, another chapter in the legacy of Paris Silk
was opened. Paris Silk Store, Paris Silk Brothers and Paris
Electromart were merged to form Parisilk Electronics &
Computers. This was to allow our clients to better identify
us with the line of trade that we are in, while at the same
time keeping with the name our clients the world over knew
In May 1999, we took another big step in
Parisilk’s restructuring process. The company was incorporated
and converted from a partnership to a Private Limited Company.
Parisilk Electronics & Computers thus became Parisilk
To cater to the increase in the number of
customers who visit our two stores from the east, in August
2003, we opened our third retail outlet in Bedok Central.
The store is prominently located, facing the Bedok Cinema,
which is known for showcasing the latest in Bollywood films.
This outlet also aims to serve the large number of organizations
currently based in the east, and which are shifting their
operations to the east, especially with the recent construction
of the Changi Business Park.
The latest step in Parisilk’s expansion
is the incorporation of Parisilk Global Pte Ltd. This company
will focus on the import and export of products and the distribution
of products locally and regionally. It will also focus on
paying more attention to Parisilk’s corporate clientele.
Many organizations have supported us over the years and we
see the need to give them more attention and take better care
of their needs.
Over the years, very good rapport has been
fostered with corporate organisations such as Government Ministries,
Foreign Embassies and Consulates, Multi-National Corporations
and Educational Institutions, both local and foreign. We have
had the pleasure of dealing with many clients over the years,
many of whom have become very close personal friends. A few
of the more prominent ones include the former British Prime
Minister Mr John Major, New Zealand All Blacks star Mr Jonah
Lomu, Bollywood star Mr Vinod Khanna, His Majesty King Abdullah
II, King of the Hashemite Kingdom of Jordan, a whole host
of local government ministers and television celebrities.
Parisilk was recently featured in the Shin
Min Daily News (16 May 2002) The New Paper (June 2002) and
Productivity Digest (July 2002), a publication by Spring Singapore.
All three articles centered on how Parisilk has been able
to ride the economic downturn and how we has been able to
come out of it stronger, focusing on its excellent customer
service and the high level of satisfaction our customers have
derived from it.
Excerpt from article in Productivity Digest:
“Our goal has always
been to provide our customer based on his needs at the
best possible price; not to simply sell to them what
we have. We feel that it is important that at the end
of the day, the item that they purchased satisfies their
needs. There is no point selling someone something complicated
when he just needs the item for its basic functions.
In the new economy, our company continues to study the
needs of consumers and to make shopping for electronics
an easier and more pleasurable experience for them”
After over half a century in business, Parisilk
has created a tradition of providing its customers with the
best personalized service possible coupled with the most competitive
prices available in town. All products are guaranteed original;
all of which come complete with product warranties from the
respective agents, unless otherwise requested by our customers.
We leave you with only one thought. The only
way we can prove ourselves to you is if you give us a try.
So give us a call, send us a fax, drop us an e-mail or pay
us a visit with your enquiry. Find out the reason why our
clients keep coming back to us.
We offer you all the best for less, under
|Showrooms and Retail
– Parisilk Electronics & Computers Pte Ltd
||7 Transit Road (Outside Nee Soon Army Camp)
||Tel: (65) 6452 1593
||Fax: (65) 6457 9469
||Blk 214 Bedok Central #01-179 (Near Pizza
Hut) Singapore 460214
||Tel: (65) 6441 6066
||Fax: (65) 6441 8948
||15A Lorong Liput (Holland Village) Singapore
||Tel: (65) 6466 6002
||Fax: (65) 6468 2357
|Corporate Sales, Export and Distribution
– Parisilk Global Pte Ltd
||Blk 214 Bedok North Street 1 #01-179 (2nd
Level) Singapore 460214
||Tel: (65) 6441 6956
||Fax: (65) 6441 8948