Fashion: Desi's in vogue

The expanding wedding market in India is pegged at approximately Rs. 50,000 crore. But it’s not just bridal designer wear that is now entering the realm of the upper Indian middle class in a big way. Designers are increasingly investing in Indian wear in order to rake in big numbers. 

Accor-ding to fashion designer Manish Malhotra, it’s important to add a glam touch to Indian wear, thus making it a versatile garment that is not just restricted to occasions. He says: “Why do we wear Indian wear only on weddings, if it can be worn for any occasion? I’m ensuring that Bollywood actors like Aishwarya Rai Bachchan, Deepika Padukone, Preity Zinta and others don kalidar chudidars and saris with antique brocade work. This will only put Indian fashion on the global map.”

Fashion designer Lina Tipnis feels that working on Indian wear guarantees good returns. “The Indian consumer mostly turns to an Indian designer for festivals and weddings. It is best that Indian designers work on Indian lines to ensure higher sales. With the growing global awareness, fusion clothing as a category has emerged strongly, where one sees a strong crossover of Indian elements integrated into Western silhouettes. This category is making strong inroads in both the domestic as well as the international markets,” she says.

Taking Indian designs seriously is imperative due to the influx of international fashion brands in the country. Designer Neeta Lulla says: “I agree that a focus on Indian garments is definitely an advantage because irrespective of market situations, there will always be a requirement for them. Secondly, with so many foreign brands coming in to the country with a focus on the western and casual wear category, the Indian designer focusing on Indian wear has an edge.”

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