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Shaadi dot com

Diivyaa Gurwaara on why Bridal Asia is `the' one stop shop for weddings in the subcontinent

BRIDAL SHOWERS Diivyaa has created the desi wedding planner

Blame it on Bollywood flicks. Blockbusters Hum Apke Hain Kaun, Kuch Kuch Hota Hai, K3G, Hum Dil De Chuke Sanam and the rest have churned out dream wedding themes to a populace for whom wedding is the mother of all events. So, today a typical shaadi has a mehendi, sangeet, bachelor's do et al and an event manager, read wedding planner, who designs themes to the mandaps, sources couture jewellery, clothes and lines up Thai, Mexican, Arabian and rest of the gourmet spread.

The great Indian shaadi bazaar is a $1 billion industry growing at a phenomenal 25 per cent. Ditto for the rest of the countries in the region. Bridal Asia, the annual do in the capital is a testimony to this.

Starting in 1998 with 40 participants today the events lists noted designers from the sub continent including Ritu Kumar, Sabyasachi Mukherjee, Anamika Khanna, and others and some of the best vendors in the business.

A platform for all things related to the wedding under a single roof is one of the sought after Oktober Fest in this part of the world. "Twenty years ago when marriages happened, it was like ghar ke logon ne packing kar diya.

Today everybody is working and thus hiring professionals. Budgets have increased with the double incomes. Now you have mega planners who provide from traditional songs to décor," says Diivyaa CEO, Bridal Asia, who was in town recently for a pre event visit. "We have a lot of Hyderabadis who come to shop for trousseau every year. We also have two designers from the twin cities this year bringing Hyderabadi designs. Vinita Pittie who has been participating in the event and Suhani Pittie who would be joining her with jewellery," says Divya.

Bridal Asia is where trends for the ensuing wedding season are set. Brocades make way for chiffons and georgettes and nakshi to heavy thread work. Lehengas transform into 80-kali avatars as wells as fusion wear with straight cuts lehengas. Not forgetting the filmy flavour of the season-- a backless choli inspired by Chameli and the Devdas puff short sleeves. All practical and definitely wearable.

"Over the years one gets to see peaches and mauves though orange, maroon and yellow remain the traditional colours. Turquoise, white and cream are now accepted. At Bridal Asia we bring together weaves— bandhej, jamdani and banarasi and stitches— Lucknowi, Parsi gara and kantha.

We have over 80 designers participating this time including noted designers Nilofer Shahed from Pakistan and Anila Haq from Bangladesh," says Divya.

After taking the event to Pakistan, Divya plans to go to Dhaka and to South East Asia. Bridal Asia 2005 will be held at Taj Palace, Hyderabad, between October 8 and 10 with fashion shows slated for October 4-6.

If marriages are made in heaven, they are designed at Bridal Asia. You are invited.

SYEDA FARIDA

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