Mr. Neeraj Data, the current owner, has been heading Novelty Silk Store from this very location, at Laxmi Nagar main market, from the last 23 years. This shop was inaugurated by Mr. Neeraj's father Late. Shri. Panna Lal Data in the year 1989. Shri. Panna Lal also had a clothing store in Chandni Chowk which was started in 1970. Good response from the store at Chandni Chowk led to the initiation of Novelty Silk Store in Laxmi Nagar market. In the initial years Mr. Neeraj's two elder brothers used to head and manage the business as those were the school and college going years for him. Mr. Neeraj took over the headship of the store in the year 2000 and has been successfully executing the business since then.