Friday, 20 January 2017

Will Demonetisation Disrupt India’s Lucrative Wedding Business?

The scarlet saris, with their fantastical patterns of birds, flowers, Hindu temples and local symbols hugged the walls of the wedding area. They were not just a feast for the eyes, but also a precious support of India’s heritage.

Sabyasachi Mukherjee is one of India’s leading fashion designers, who has kept the nation’s artistic flame alive not only through local crafts such as handloom weaving, which dates back a thousand years, but by creating an aura that can only be found on the subcontinent.
Suzy previewing Sabyasachi's evening wear

I was hardly off the plane to Mumbai before I was propelled by Vogue India to the Sabyasachi store, breathing in the atmosphere of the nation’s heritage, from traditional Hyderabad pearl jewellery through fine china to dense embroidery – anything you might need for a traditionally colourful Indian wedding.
Traditional red and gold embroidery at the Sabyasachi boutique

“We still try very, very hard to preserve hand embroidery. We work in the whole country – I have embroiderers in the Punjab, in Rajasthan, in Bengal and Bangladesh,” Sabyasachi said. “I’m not saying this arrogantly, but I think it is better than any design house in the world can offer.”
Sabyasachi hand-embroidered filigree slippers
I was carried away by the beauty of the handwork and Sabyasachi’s enthusiasm. But after hearing concerns over the country’s brutally sudden financial changes, I was asking Vogue India editors and designers whether demonetisation is going to disrupt India’s lucrative wedding business.

The government’s initiative to remove “black money” – unbanked, untaxed cash – from the economy came with almost no warning, back in November. And even though I was regaled with stories of a tycoon stuffing notes into his helicopter and others begging jewellers to exchange their entire stock for ill-gotten piles of rupees, anyone involved in the wedding world is nervous. The art and craft of bridalwear and all its ancillary business has for the longest time been supported by cash savings tucked under the bed to pay for a daughter’s nuptials.

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