Financial Daily from THE HINDU group of publications
Monday, May 03, 2004
Financial Daily from THE HINDU group of publications Monday, May 03, 2004 |
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eWorld
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Hardware Variety - Lifestyle All for the saree Ambar Singh Roy
FASHION-CONSCIOUS Kavita Tulsian had always been fascinated by the saree. The perfect art of draping oneself gracefully in yards of unstitched fabric held out much appeal for her. Of late, however, she was worried by what she saw around her. The saree was yielding ground to the salwar kameez and western wear. If things continued as they were, the next generation of women, especially those who are part of the Indian diaspora overseas, would forget the art of carrying themselves elegantly in a saree, she felt. She approached her husband Subhash for a solution. Subhash, who runs an Arena Multimedia centre in Kolkata, and is the CEO of Fourth Dimension, a company that is into production of interactive content, came up with an unconventional idea. How about making a video compact disk containing detailed demonstrations accompanied by voice-over of the many different ways of wearing the saree? A VCD that would not only simplify the art of saree-wearing but also appeal to those who thought that wearing a saree was a tedious task. Thus was born `Sensual Saree Wearing,' a VCD from Fourth Dimension. It features demonstrations accompanied by voice-over of 18 different styles of wearing the saree plus 10 additional variations of the same. From the general "ulta palla" way of wearing the saree, to the air hostess style, to the Gujarati, Rajasthani, Bengali, Devdas, and Hep ways of wearing the saree, it has it all. "Our idea was to preserve and spread the many different ways of wearing the saree," says Subhash. The VCD was made following research by the Fourth Dimension team on saree styles and patterns over time, and matching the same with modern trends. "The lingering drapes that adorn the body, the enigmatic smile that accompanies every fold, the dreams and beauty of the Indian spirit are all personified in the quintessential Indian saree," says Subhash. He says emphatically that the various styles that are highlighted dispel the notion that wearing a saree makes a woman look older. "Instead, it highlights the femininity and beauty of the Indian woman," he says. Besides step-wise demonstrations with voice-over, there are suggestions on fabric preferences - such as cotton, silk, crepe, georgette, etc - for a particular type of saree-wearing that will ensure a better overall look and feel. To begin with, 5000 copies of the VCD are on offer in the first phase of its making, to be sold through select retail networks and star hotels across the country. Talks have also been initiated with non-resident Indians in the US and the UK where a sizeable number of people of Indian origin exist. "Many NRIs have evinced interest in the product, especially since it can be put to good use by their daughters who hardly know how to wear the saree. Besides, there are many trendy foreigners in these countries who wish to make a fashion statement by wearing a saree but don't know how to go about it," says Subhash. A preview of the product is available at www.myrightangle.com.
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