Sa Re Ga Ma: A True One-Stop Variety Store

The roadside sign for Sa Re Ga Ma bills it as a music store. But it's more like a small Indian version of Target.

The shop, on Route 46 East, carries wrist watches, bangles, appliances, saris, lottery tickets, framed prints of Hindu deities and cricket paddles.

It also does a thriving business in money transfers and recently added a travel agency, located in a postage-stamp size office near the shop's entrance.

"We're a variety store that tries to keep a little bit of everything and stay true to our culture,'' said Ankush Punhani, who works at the shop with his mom, Reno, and dad Vijay. "We want to be one-stop shopping.'

When Vijay opened Sa Re Ga Ma (the mnemonic for Indian musical notes, similar to "do re mi'') sold mostly CDs and videos. The selection still spans more than a half dozen Indian languages, such as Tamil, Telugu, and Gujarat. 

But he soon realized there was a demand for other goods and services among Morris County Indians, so he expanded. "We carry a lot of things that are harder to find anywhere else,'' said Ankush.

In August, for example, there was a a market for cloth bracelets presented on the holiday Raksha Bandhan, which is celebrated by Hindus, Sikhs and Muslims.

"Sisters put threads on their brothers hand so that the brother will protect her,'' he explained.

The store also draws other nationalities, who need money transfers and phone cards. Sa Re Ga Ma offers discount rates."We have a diverse clientele. We're for all over the world, not just India,'' said Ankush.

Vijay Puhnani, who is Punjabi, immigrated from Delhi in the mid-1980s, when he had a career in the garment business. In the U.S., he worked a variety of  jobs before opening Sa Re Ga Ma. 

"He struggled a little in the beginning. He was working in New York, he dove a limo and did other things. But now he's living the American dream. He saved up his money and opened his own business,'' said Ankush, who grew up in Cedar Knolls and recently graduated from law school.

Although the store is further expanding to sell sound equipment, it still sells a lot of videos and Bollywood soundtracks. 

Last week, hot sellers were the sound track to "3 Idiots,'' a comedy about generational conflicts, and "Dabang,'' an action film.

Sapna Ng travels to the store once a week from West Orange to rent DVDs in Malayalam, a South Indian language.

"I don't know anyone else who carries these,'' she said.