The Hindu Business Line : Discovery Travel to showcase Indian fashion and design

Mumbai, March 5 In keeping with a series of programmes showcasing the various facets of India, Discovery Travel & Living has launched Adventures of the Ladies Tailor, a show on fashion and design hosted by designer Manish Arora.

The six-part series, to kick off on March 16, will air every Sunday at 8.30 p.m. and Thursdays at 10 p.m. Speaking at the launch, Mr Deepak Shourie, Executive Vice-President and Managing Director, Discovery Networks India, said the show comes at a juncture when Indian fashion is really taking off and being recognised both in the country and abroad. “The series takes viewers on a colourful, splashy ride, de-constructing design in the quintessential and quirky style that is synonymous to both Discovery Travel & Living and Manish Arora. The buzzing Indian fashion Industry has various manifestations and this show is a roller-coaster of its varied emotions and fascinating styles,” he said.

The series has sections on Rajasthan, Goa, India Fashion Week and Puducherry and even features a makeover of the classic Ambassador car by Mr Arora. The designer said that the series took about a year to make, from conception to finish. Most of the slice-of-life themes in the series were planned but it’s also quite spontaneous as many moments were quite impromptu, he said.

Speaking to Business Line, Mr Shourie said the series focused on the emergence of Indian fashion, seen through the eyes of a style guru, and of how fashion can be synthesised from various influences in India. Discovery Travel & Living so far has hosted programmes based on India such as The Great Indian Wedding, A Matter of Taste and a series on the Ganges.

Questioned about the proportion of Indian content on Discovery Travel & Living, Mr Shourie said, “It’s not about percentages. The channel will definitely produce more if the idea is good and well-sponsored.” The quality of the programmes introduced, the relevance of the subject and the audience interest is what matters, he said. The next India-based programme may feature hotels, he said, while not going into specifics.

On whether Discovery Travel & Living was emerging as the biggest ambassador for India, with its India-based programming, Mr Shourie said he wanted it to be the right ambassador. “India is an emerging country, we need to present it as it’s coming out, accurately.”

In India, Discovery reaches 88 million cumulative subscribers with three channels — Discovery, Discovery Travel & Living and Animal Planet. Discovery Communications reaches more than 1.5 billion cumulative subscribers in over 170 countries.

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