The study on the change in Sari styles in IndiaPresented by: Poonam Roll No. 15 MFM 1st Sem.

Objective To study the style changes in Indian sari.

Sub - objectives Is westernization a threat to sari market of India? To find out whether branding of sari has actually helped the sari market of India. Preference of designer vs. Local market.

Research Methodology Secondary Data Secondary data collection methods Online data: http://en.wikipedia.org/wiki/Sari http://www.indianwomenclothing.com/indian-sarees/state-wisevariations.html http://sarees.bz/Sari-Styles.php http://www.apparelsearch.com/definitions/clothing/sari_saree_definit ion.htm www.sareedreams.com

Data collected from printed sources: Book: The Sari - by Linda Lynton Magazine: Marie Claire September 2010

Work PlanPrimary data collection: 1) Research Approach Observation *observation from sari retail shops. *observation of wearing and buying of women. Survey *Through questionnaires. Time required: 2 months

IntroductionA sari is a garment worn by many women in the Indian subcontinent. It consists of a long strip of cloth which can be wrapped in various styles. The most common style is wrapped around the waist, then one end is draped over the shoulder. It is usually five to six yards of unstitched cloth worn over a midriff-baring blouse, and a petticoat.

Types of saris:Sari is worn in every part of India. There are different types of saris found in different parts of India. The different types of saris found in India are divided into following categories: Northern Styles: Chikan Lucknow Banarasi Benares Madhubani saris - Bihar

Tant - West Bengal Jamdani - West Bengal Baluchari - West Bengal Kantha - West Bengal

Central styles: Chanderi - Madhya Pradesh Maheshwari Madhya Pradesh Ikat - Orissa

Southern styles: Pochampally - Andhra Pradesh Venkatagiri - Andhra Pradesh Gadwal - Andhra Pradesh Guntur - Andhra Pradesh Narayanpet - Andhra Pradesh Mangalagiri - Andhra Pradesh Balarampuram Kerala, Tamil Nadu Kanjivaram - Tamil Nadu Chettinad - Tamil Nadu Mysore Silk - Karnataka

Western styles Paithani Maharashtra Bandhani Gujarat and Rajasthan Kota Doria Rajasthan Patola Gujarat

Different styles of wearing sari in India:A single sari can often be draped in several different styles. In India, sari is worn in many different drapes. The styles of wearing sari varies from region to region. The various traditional styles of wearing saris according to region are:

Bengali style

Gujarati style

Coorgi style

Maharashtrian

Malyali style

Dravidian style

Tribal s style of wearing

Assam style

Madrasi style

Nivi style

Changing styles of sari wearing:There has been a large variation in ways of wearing saris. These changes take place with the change in fashion industry. The changes in sari style has been largely influenced by film industry. The facet of sari has completely changed from what it was a few years ago. Many trendy designs have come into fashion.

Women now-a-days are turning towards more trendy and fashionable saris, leaving the old age traditional saris. Even the traditional saris have been transformed into more trendy and more stylish saris. Today, saris represent the women of India, who are more confident and sincere.

Impact of westernization on sarisNegative Effects: Sari has been avoided by Indian women because of globalization and hence introduction of different types of western clothes in India. Indian women have adapted western clothes very well. Our traditional styles of wearing sari are lost, or are going towards extinction.

Positive effect of globalization on sari:Due to globalization, sari is reaching to other parts of the world also. Women of different countries are also getting familiar with saris and liking it.

The main contribution of making saris reach to different parts of the world is from the stars and internationally recognized fashion designers such as, Satya paul, Sabyasachi Mukherji, Manish Malhotra etc. . These designers have given saris a different look and presented in front of the world through their fashion events.

Different brands of sarisSatya Paul by Satya Paul Sabyasachi by Sabyasachi Mukherji Chhabra Meena Bazaar

Preferences of womenMost of the Indian women prefer wearing local brand of saris as compared to the designer brands. The reasons are: High cost Less availability

Problems faced by sari market in IndiaIndian women are avoiding wearing sari, because of the following reasons: Introduction of western clothes in India. Wearing sari is a time taking and hassled work. Sari is considered as a traditional outfit, and hence worn only on occasions.

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