Volatile, exciting, challenging, creative, eccentric .... that .... is the world of fashion.

Few words in any language have as many different implications as the word fashion. To the layman it implies a mysterious force that makes a particular style of dress or behaviour acceptable one year and quiet the opposite in another. To economists fashion is an artificial obsolescence. To sociologists fashion represents status seeking. Whatever fashion may mean to others it's an industry worth billions of dollars.

As long as people feel the urge to dress well, there will always be a need for more designers, to provide a variety of clothing that is appealing, fascinating and up to date.

Over the years fashion has grown into big business and India has emerged as one of the major players. With its uniqueness in traditional fabrics & rich colors, India is set to become a formidable force in the world fashion industry.

The uniqueness of Indian Fashion Industry is its vibrancy in colors, textures and silhouettes. Tradition and culture play a very crucial role in an Indian market scenario. Be it the selection of colors, fabrics or even the silhouettes - occasions demand very traditional colors like bright red outfits for a North Indian Wedding for instance, or the very traditional bright white with a golden zari border of a Kerala Wedding.

Texturewise too, our ancestors have handed over to us the art of weaving, knitting, etc., so, every region has its uniqueness in fabrics. While its Pochampalli Ikat, Mangalgiri, Dharmavaram etc., in South of India (Andhra Pradesh) it is Sambhalpuri Ikat in Orissa or The Kanjivaram of TamilNadu. Whatever the region and its fabric Indians have inextricably woven tradition and fabric together.