By Devapriyo Bhattacharjee, IANS,
Mumbai : Diwali is not the season when people only buy firecrackers, sweets and jewellery. It is when they like to dress in their best. Designer clothes stores record the most of their sales during this festive season.
The demand for clothes is evident from the huge crowd around various stores in the market. The designers, who provide the best outfits, opine that nearly 50-80 percent of their sales stretch during the five months around Diwali.
Designer Vineet Bahl, who was here recently for the Lakme Fashion Week, said: “The major part of our business is stretched around Diwali when majority of our stocks are consumed.”
Bahl said he designs outfits for several occasions, but Diwali is the most special among them. “I have a very colourful Diwali collection where I have designed cocktail sarees, which are not heavy as wedding wear but are party wear and can be used in Diwali parties. The fabric are mainly of winter type with georgette and silk.”
Anuj Sharma, who mainly designs western outfits, said: “Though my collection is not based on any particular occasion but I must say that Diwali is a special occasion for every designer. For the fashion industry, it is one of the highest selling seasons as nearly 30 percent sales happen during this one month.”
He said: “My clothes are such that they will not be worn much in festivals but I have still designed a few keeping my style intact by adding a little fabric with a touch of gold with a little bit of sheen in it.”
About the market, Ahmedabad-based Sharma said: “I think the market for Diwali clothes is concentrated more on the north, west and the east as the southern part does not have the tradition of celebrating it in a big way.”
Designer Shyamal of the Shyamal Bhumika duo said the season for designers in India is from October to February when 60-80 percent of their sales take place.
“A month before Diwali, our season starts, and with Diwali our sale is at its peak. Diwali is followed by bridal season, which gives us a good business followed by Christmas and New Year,” said Shyamal.
He said the lean period starts after February and continues till August and “this is the time when we chill out, go to visit places”.
Young designer from Hyderabad Asmita Marwah is equally enthusiastic about her collections for Diwali. She has designed traditional “kalamkaris”, “anarkalis”, tunics and a host of other wears especially for the festival.
“I think all my traditional ‘kalamkaris’, ‘anarkalis’ with long jackets, tunics are perfect as they are not overly embellished, but simple. One can wear simple jewellery with it and look great,” she said emphatically.