For Leena Nampoothiri, a non-resident Indian in the United States, her annual vacation is not only a season of homecoming. It is also the time when she shops to her heart’s content, rejuvenating her wardrobe with the latest in fashion. Cashing in on the trend are the many boutiques and textile outlets in the city, which roll out their best and the latest to attract the migratory visitors.
“A good share of my break is devoted to shopping! I collect light weight saris and cotton salwars and get my dresses and blouses tailored. At times, I have gone straight to a boutique from the airport to place an order or to my favourite tailor!” says Leena.
Every year, more and more players join in to make it a shoppers’ paradise. “Over the years we have been giving a great deal of publicity to the NRI Fest. Most of them shop exclusively for stuff for weddings and big occasions here at home or abroad. Bulk buyers are also there,” says Sheila James, proprietor, Czarina boutique, who has been unwrapping a special collection for the NRI crowd for over a decade now.
Most of the customers are from the Middle East and the U.S.. “The NRI season brings in more business than the Onam season that follows. They are excited about buying clothes in the latest design and patterns and new colour combinations. There are quite a few who buy for the entire year,” says Kunjumol Cyriac, who runs Ethnic Weaves.
What motivates them to buy from India is that Indian wear is either very expensive or unavailable abroad. “I regularly buy Kota saris that I usually wear to church and opt for salwars as my office wear. In fact, my aunt who is from Oman is a huge fan of my saris,” says Lekha George, who lives in Kuwait.
Parties, weddings, community get-togethers … are all occasions to flaunt traditional Indian wear. “Living away from home, they have an emotional attachment to festivals. So they go that extra mile to be traditional,” says Sheila
She has an exclusive collection of silks this time. Silks with thread work, saris with block prints, tussar and Kota saris have a loyal clientele. This time we have a special tri-colour Kanchipuram sari in our collection, she adds. Most of the outlets have active Facebook pages.
Hand-worked saris have a special niche. That is what encouraged Pakittu to hold their first NRI festival this year. Saris and dress materials with Lucknow chikan embroidery, Ikat work and Mangalgiri saris are their showstoppers this year.
Vedhika has opted for party wear in pastel shades. The season for shopping has begun and by the time it ends, the shopping begins anew for Onam. Looks like this is the season to splurge.
