The
Indian saree continues to be much sought after during special ocassions
and sells more than any other fabric in the country. With Bollywood
stars Aiswarya Rai, Vidya Balan, Deepika Padukone showcasing the five
and half metres wonder before a global audience, the Indian saree market
continues to fight onslaught of western and other oriental influences
in women's cloth market
By Madhurima R S
The five and half metres of wonder that has captivated western world is now back in focus again as a renowned Bollywood artiste is now seen wearing a saree everywhere.
The five and half metres of wonder that has captivated western world is now back in focus again as a renowned Bollywood artiste is now seen wearing a saree everywhere.
“ I could live in a sari, I was born to wear a sari. I'm so glad I
wear it so often now. It never gets boring, it's sexy and it just shows
the right amount and hides the right amount. It's the ultimate tease, I
think," Vidya Balan, who portrayed the role of Silk Smitha in The Dirty
Picture said in an interview to a leading English daily.
The India Saree has a glorious past with its history extending back to the Indus Valley Civilisation during the 2800-1800 BC. The Indian epic Mahabharatha shows how Draupadi, the wife of the five Pandava brothers prayed to Lord Krishna and had her honor protected when Dushasana she began to derobe her. The legend has it that her prayers were heard and Lord Krishna made it into a never ending robe. No matter how many times her perpetrators pulled away at her saree, the dress kept unfolding further and further and Dushana’s men gave up in exhaustion.
Despite the onslaught of jeans, churidars, kurtis, salwars, midis, saree has stood the onslaught of western and oriental influences and has become a fabric that has enchanted people world wide with is simplicity and elegance.
The Indian saree was first introduced in USA in 1970’s by Eugene Novack who sold it to Indian women and later to American business women.
The continuing charm of Indian Saree
-Indian Saree market clocked 8.8% annual growth in value terms between 1998-2006 to become a Rs 53, 459 cr market.
- Women tend to dominate purchase decisions, as Sarees are the single largest items bought by Indian households. A total of 172 crore sarees were purchased during 2007, which was 10 crore sarees more than those bought in 2006. While urban areas accounted for 38 per cent of the market share, rural India cornered 62 per cent. Blended fiber / man-made fiber sarees accounted for 75 per cent of market share, while demand for cotton sarees was 22. per cent. The share of silk sarees was under 2 per cent (1.69) (Source: Ministry of Textile, Government of India)
-In October 2011- French luxury house Hermes introduced premium Indian sarees targeted at the higher income groups. It was told to be their effort to connect with the elegance of tradition of Indian culture and elegance of women.
-The limited edition saris were priced at 300,000 rupees ($US6,120) and 400,000 rupees ($US8,158), quite unaffordable to most Indians.
-Many Bollywood celebrites Aiswarya Rai and Deepika Padukone have showcased the richness of Indian saree to a western audience in Lone and Cannes.
-Indian saree market continues to be fragmented with a lot of small players and branded sarees constitution a small proportion of sales
The India Saree has a glorious past with its history extending back to the Indus Valley Civilisation during the 2800-1800 BC. The Indian epic Mahabharatha shows how Draupadi, the wife of the five Pandava brothers prayed to Lord Krishna and had her honor protected when Dushasana she began to derobe her. The legend has it that her prayers were heard and Lord Krishna made it into a never ending robe. No matter how many times her perpetrators pulled away at her saree, the dress kept unfolding further and further and Dushana’s men gave up in exhaustion.
Despite the onslaught of jeans, churidars, kurtis, salwars, midis, saree has stood the onslaught of western and oriental influences and has become a fabric that has enchanted people world wide with is simplicity and elegance.
The Indian saree was first introduced in USA in 1970’s by Eugene Novack who sold it to Indian women and later to American business women.
The continuing charm of Indian Saree
-Indian Saree market clocked 8.8% annual growth in value terms between 1998-2006 to become a Rs 53, 459 cr market.
- Women tend to dominate purchase decisions, as Sarees are the single largest items bought by Indian households. A total of 172 crore sarees were purchased during 2007, which was 10 crore sarees more than those bought in 2006. While urban areas accounted for 38 per cent of the market share, rural India cornered 62 per cent. Blended fiber / man-made fiber sarees accounted for 75 per cent of market share, while demand for cotton sarees was 22. per cent. The share of silk sarees was under 2 per cent (1.69) (Source: Ministry of Textile, Government of India)
-In October 2011- French luxury house Hermes introduced premium Indian sarees targeted at the higher income groups. It was told to be their effort to connect with the elegance of tradition of Indian culture and elegance of women.
-The limited edition saris were priced at 300,000 rupees ($US6,120) and 400,000 rupees ($US8,158), quite unaffordable to most Indians.
-Many Bollywood celebrites Aiswarya Rai and Deepika Padukone have showcased the richness of Indian saree to a western audience in Lone and Cannes.
-Indian saree market continues to be fragmented with a lot of small players and branded sarees constitution a small proportion of sales
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