Some call her Mrs Sood, some call her Masiji, while some call her just Masi. She is quite surprised when I call her up for a chat. For a second or two, she tries to dodge her way out by insisting that she has just been doing her work. I persist. I tell her that her work cannot be discounted from the factors that have made Ekta Kapoor what she is today. She laughs, "You win. Now, shoot."

How did you start designing for Balaji Telefilms?
It's a long story. I was working for an airline. I left that job when I got married. Thereafter, Shobha (Ekta's mom) and I opened a shop called Private Collection at Juhu. It was doing very well, but after the '93 riots, business was a bit slack. During those times, Balaji Telefilms was being set up. Shobha informed me that she was going into TV software. She suggested that I join her. I designed clothes for Balaji Telefilms from its first serial itself. It was titled Itihaas. Incidentally, the concept of that serial too, was mine.

Firstly, I am told about the character of the artiste. The second step is to meet the artiste. At times, I feel that the artiste will not be able to carry off the make-up and the look that he/she is required to don. Then, I tell Ekta about it. If Ekta insists on the grounds that the artiste is a very good performer, my task becomes extra difficult from there on; I have to use a lot of trial-n-error strategy on him/her. The third step is to take the artiste out for shopping, give them the required kind of clothes and start grooming them upon the required body language. And hey, how am I forgetting the haircut!

How do you decide what's precisely required for a particular artiste/character?
As a child, I always designed my own clothes. I bought the fabric I liked. I never wore something that I did not like. I even went to the tailor of my choice. I sported the hairstyle which I felt most comfy in. I was very sure of what I wanted to wear and how I wanted to look. Importantly, I was sure of what would suit me and what would not. That's it! It's an intrinsic quality, I guess (laughs).

What is considered more important- the outfit and the look, or the artiste's comfort?
It is rare that an artiste is uncomfortable in what I give him/her. Remember, he/she has mostly accompanied me in the shopping. During that course, we converse in detail. Say if a girl is averse to exposing, I have the ability to strike such a good and instant rapport that she will not hesitate to tell me about her inhibitions. Still if it happens and I can see it, of course, she is given an option. The artiste's comfort has to be considered first. If he/she is uncomfortable, he/she will never deliver a hundred per cent performance.

Tell me something about bindis and jewellery.
Actually, I travel almost the whole day. One moment, I am at this shop, the next moment I am at another. At the risk of sounding boastful, may I say that I have good taste for jewellery too. By bindis, I am sure that you are referring to Ramola's bindis. I won't take away the credit from her. She selects her own bindis in accordance to the sarees and jewellery given by me. She has impeccable choice. Even otherwise, she dresses up very well.

Let me tell you that the law of fashion says, "Those who dress well in day-to-day life can carry off any fashion well." Few actors resist what I give them, and even that resistance soon gives way to acceptance. This is simply because they know that they are most likely to become trendsetters with what I give them. I am not boasting, but nowadays, many people meet me on the roads and recognize me. At shops, people blindly follow me. Whenever I go to shops, customers start breathing down my neck, just to check what exactly I am buying so that they can buy the very same. I remember that I started with patialas in a Punjabi serial titled Karvachauth, and patialas became a craze. I started with lehriyas, and lehriyas became a craze. Would you believe if I tell you that I have four negative looks ready - lock, stock and barrel?

I do, but tell me, is the negative look more difficult to work on?
After so many years, nothing is difficult for me. But yes, there's a lot in a negative character you can play around with. The negative character has to create an eerie impact, or say, an emotion of hatred, when he/she is portrayed. For that, he/she needs to stand out in a crowd.

Did you realise that television would make you so famous?
Honestly, no. But today, you'll have to live my life to experience the thrill I am getting. Do you know sarees have started selling under the brand names of Ramola, Komollika and Kkusum? Someone is even planning to set up a store and sell Nirmala Sood Collections.

How do you keep up with the times?
I read a lot. I buy lots of books and magazines on fashion.

How do you manage so many Balaji serials at the same time?
Only those who don't enjoy their work complain that they have been entrusted with more than they can carry. I am managing the outstation serials too. I have only one assistant, who was appointed only six months earlier.

Future plans?
Balaji, Balaji, Balaji. At a later date, I might open a boutique again. I would love to have a chain of boutiques in India.

Never had any offers from other production houses to join them?
Oh, lots. But I will never leave Balaji. There's no place better than this.