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Anna Peter

Mumbai , Sept. 29

DESIGNERS and designerwear lovers are coming together yet again at the Bridal Asia event at the Hotel Taj Palace in Delhi for three days from today.

For the Indian and Pakistani designers showing, 85 in all, the message couldn't be clearer. Marriage is where the money is. This is a nascent industry and, according to some experts, is about Rs 15,000 crore in terms of clothing, jewellery, accessories such as shoes and bags, and home furnishings.

The bridal trousseau still represents the major part of any designer's income and according to Indian designer, Sabyasachi Mukherjee, it would be worth any bride-to-be's while to visit Delhi now.

"Designers are queuing up to show clothes, jewellery, shoes and just about anything that would go into a wedding, honeymoon, and happily ever after."

For Indians, and perhaps culturally similar geographies such as Bangladesh and Pakistan, major clothing expenditures are usually reserved for marriages.

For designers this represents a major chunk of business. As Mukherjee says: "In India, `bridal' is couture." He has just completed a shoot for the Pakistani fashion magazine, Mag Weekly.

Incidentally, there has been a `cross-border' element weaving itself into the show since its inception. When the Bridal Asia idea was conceived in 1998, it was to be pegged as a complete solution for brides, and showcase a `best of India' kind of wardrobe.

However, realising that this effort would bear fruit even in neighbouring countries, Bridal Asia began inviting Pakistani designers to the event, and this has become something of a standard since 1999.

Ms Gurwara, the organiser of Bridal Asia, said Indians appreciated the distinct cuts and vibrant colours in Pakistani designer wear.

However, cross-border business still finds the going bumpy and most designers have companies in Dubai, through which business is routed.

"There is a great market to be tapped and this was aided by the fact that people here love Pakistani designer wear, and people in Pakistan love Indian designer wear."

India and Pakistan represent two very large, and increasingly consumerist, markets.

Exhibitions provide more exposure than any ad campaign or PR effort and sales generally receive an adrenalin bonanza.

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