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Devotees offer prayer to the sun god on the bank of the Ganga river as they perform rituals for the Chhat Puja festival
The Delhi High Court Wednesday dismissed a plea challenging the DDMA’s decision prohibiting devotees from performing Chhath Puja on the banks of the Yamuna here. There was no merit in the petition, the high court said, adding that the plea filed by two societies did not point out as to how the devotees insist that they are entitled to perform the puja only on the Yamuna banks.
“They have not given any explanation as to why they did not approach the respondents if they were desirous of having additional designated sites in the area even after the list of designated sites was made public,” Justice Rekha Palli said and orally observed that the petition was only for publicity.
The court, while dismissing the petition, said the petitioner’s counsel does not dispute the fact that the puja has already commenced today and no order for the creation of additional sites can be passed.
The court said it was in agreement with the government counsel that the orders issued by the authorities take care of religious sentiments of all devotees and even though COVID-19 has not fully disappeared, the respondents have ensured and taken steps that devotees are not put to inconvenience.
The petitioner organisations challenged the Delhi Disaster Management Authority's October 29 order by which Chhath Puja celebration was permitted in Delhi but certain restrictions were imposed.
The authorities permitted devotees to perform Chhath Puja at 800 designated sites set up in Delhi, however, no celebration was allowed at the banks of River Yamuna, it said, adding that the rights devotees were being curtailed without any justified reason.
The Delhi government’s counsel opposed the petition saying there was no explanation given for approaching the court at a belated stage even when the order was issued by the authorities on October 29.Also Read: Delhi: Parvesh Verma asks people to join Chhath Puja celebrations at Yamuna Ghat near ITO Also Read: Kejriwal govt got Rs 2,419 cr for cleaning river: BJP's big charge over toxic Yamuna
A wardrobe staple for men, a shirt nowadays is a must have for many women also, young and professionals in particular, while kids are occasional shirt wearers. About the country’s present state of shirt market, Turtle’s Shitanshu Jhunjhunwalla apprises, “The men’s segment as of now is a bit stagnant and is tough to penetrate. While women and kids are a huge market, it doesn’t have many key players.” The casual category, according to him, is brimming with players and is highly competitive. State-level brands have strong positioning in terms of price and product offerings in the segment. Further, while ceremonial is vacant, with hardly any strong player or brand taking note of this huge potential segment, the formal shirt seems to have lost its grip a bit and is struggling. The brands are striving to innovative to keep their market share intact and also to revive.
According to dominant knitwear player, Lux, the sleepwear and loungewear market in India is creating a major buzz in the knitwear segment due to which knitwear has secured itself a prominent position in the fashionable apparel segment, beyond simple indoor wear. “Going with the trend, the future of sleepwear and loungewear seems bright and promising. The market is said to be growing at 20 percent CAGR, roughly,” says Udit Todi, Senior Vice President, Lux Industries.
Pragati Srivastava, General Manager & Brand Head, Parx adds, “With casualwear trending today and the acceptable shift from formal to casual wear, the shirts category has been on an all-time high. Shirts have become the first preference for people when on casual outings, with trends like resort shirts and bright stripes becoming popular. Consumers are open to the latest trends in prints, colours, patterns and silhouettes.”
The HRX active collection uses advanced technology to comfort and boost endurance levels during workouts, with special product features that helps users sustain a higher degree of exhaustion and strain. This has been made possible with Rapid Dry technology that quickly absorbs moisture or sweat, keeping the innerwear dry during rigorous workout sessions, ridding the user of discomforts associated with dampness in the innerwear.
Candour London focuses more on fabric, prints and marketing innovations. “Fabrics have had a sweat free factor to it considering the Indian weather. Our branding and promotions have been with social media influencers along with a lot of social media contests keeping in mind the ongoing trends and which also include a lot of gifting, vouchers, hampers, etc. to drive as much as traffic possible to our brand,” says Grishma Patil.
Talking about the funding, Sudhanshu Agarwal, Founder and CEO, Citykart said, “At Citykart, we have witnessed a definite shift of consumers from unorganised to organised retail, especially in Tier II, III and IV cities and towns. The newly increased purchasing power and aspiration for a quality shopping experience are signaling significant traction and demand for fast fashion apparel at affordable prices in these towns. While our TG resides in these cities, this new funding will further help us in addressing this large and untapped opportunity in these markets.”
“Innerwear is no longer limited to typical whites and they now have plenty options to choose from. Social activities like gym, swimming, sports clubs, etc., have been on the rise amongst Indian audience and therefore people are conscious of the innerwear brands that they wear. These social occasions give them an excuse to flaunt their innerwear, hence everything they own needs to be a brand that reflects their personality and social standing,” says Vinod Kumar Gupta, Managing Director, Dollar.
India is amongst one of the largest users of cotton and offers limitless potential, as both the manufacturers and the final consumer have a desire for better quality cotton and Cotton USA has all the attributes to become the fiber of their choice. We have more than 35 licensee mills in India who are buying U.S. cotton, and the leading brands in India have already started labelling Cotton USA to create differentiation in their product lines.
Gone are the days when a shirt was only formal or work attire, simple and designed with a cookie-cutter approach. Today, with a plethora of designs and styles options available, it’s no less than a fashion statement for all occasions – work, casual or party. People go that extra mile to look stylish and trendy at all times, and obviously, since they are shopping more frequently and want something new every time. The growing consumer demand, no doubt, bodes well for the fast-fashion phenomenon sweeping across the Indian apparel industry.
Despite bright growth prospects, the industry faces infrastructural challenges, shortage of skilled manpower, high rentals and the GST implementation challenge. India also remains a heterogeneous market influenced by linguistic, cultural and regional diversity. Leaving aside English and Hindi the country communicates in at least 20 regional languages This necessitates that fashion retailers think of India not as one market but as many diverse sub- markets tweaking their offering to unique local needs.
The brand introduced its sCore Ten strategy to understand customers and their substantial need, where the key element is essentially to reach out to customers downstream but not down to the consumer. It forces a conscious effort to reach to its customers through its upstream value chain that familiarises and re-enforces ‘down to the customer’, to understand that what they are buying when a tag states ‘Lenzing fibre’, which is a sustainable fibre through a sustainable production process. The spokesperson shared an example of its partner brand Mango which has a Lenzing tag and also educates the customers about the kind of tencel (modal fibre) the garment contains.
“We are doing an extensive range of products with innovative fabrics and different functions, which are useful in this category, we are also constantly trying to create comfortable products with functional features and fashion forward look and feel with premium qualities at as affordable prices as possible. With regard to brand promotion, we have done collaborations with MTV, digital promotions, new kinds of product detailed packaging, and we host fi t sessions on a regular basis, because our brand promotes the ultimate fit with style and comfort,” says Richa Kalra.
The 90s brought the consumer power in the market which changed the nature for innerwear segment. Small labels started developing into brands and correct marketing changed the course of nature for many brands. If 90s was the beginning of something game changing, it was the 2000s that showed the results of the first wave with a breakthrough.
“Rareism is an ideology signifying individuality. Our motto – Believe, Inspire, Conquer – is an ode to the journey of each woman. The brand is synonymous with what is rare and edgy in every woman. Her passion, power and personality are reflecting through Rareism designs that are versatile, comfortable, stylish, and within one’s reach. If you have a Rareism garment, you’ll always be appropriately dressed wherever you go,” says, Akshika Poddar, Founder, Rareism.