India; tradition & Fashion for NRI – zameeni
Navi Mumbai
Ethical | Ethnic | Exclusive
India has a diverse culture, preferences, languages, tastes…you name it and you get everything in India from feelings to emotions, to traditions, to expression, innovation to jugadgh …everything!! The nation where, when we live here, we want to move out and when we move out, we want to be back soon—what is it? It’s an unexplained mystic calling, hard to put it in words. The colors and customs, festivals and feelings, blend of various religions and communities, food and chaos, unsolicited advice with unconditional love. The races and faces of the mystic land one of the first cradles of civilization long before any society labeled themselves as developed and civilized. We are unique in our own; we are the world on our own. That is why it is famous, we are more Indians when we are far from India and who can tell better than an NRI, so we had a tete-a-tete with our very own Canadian nation Sunita Auntyji, the second generation Canadian Indian, who is more Indian then us. The number of NRI’s have grown double fold over a decade. Where US is the biggest market followed by UK, UAE, Singapore, Australia, South East Asia, Africa. Broadly speaking, the overseas community’s relevance is economically strategic; wealthy, highly educated, risk takers and few are also placed at influential positions are often attributed to them. Culturally, it is something between observation and supposition that NRIs are more traditional than their counterparts in India. Many Indians who immigrated in the 70s and 80s have brought up their children with values they have experienced in India during that time. Although India has changed at lightning speed. NRI’s who didn’t go back and forth much were connected vicariously through Bollywood films and magazines like Stardust and Internet. Since the mid-90s, revolution of media; satellite TV, Internet, mobiles etc. along with the cheaper airfare, have seen a phenomenal increase in closing this gap but somehow Indian fashion has slipped through the cracks. Clothing from India has become more occasion-specific, various communities’ galas, weddings, and religious functions have seen Indian tradition with various styles of fusion wear, evening gowns with traditional Indian embroidery and handloom saris and blouses are particularly popular. Chanderi, Kanchivaram, Banarasi silk are the preferred styles. Most western buyers are in the 35-45 age group, followed by 24-34 age group. Which tells us the youngest generation is keen to wear a sari and also experiment traditional and contemporary styles, clubbing saris with leggings/pants/denim, or button-down shirt/knotted top instead of the traditional blouse. zameeni is providing a large array of region-specific handloom saris, catered to all ages and can easily be shipped across the world.
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