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Chanya-choli to rhythm up navratri fete

Oct '07
This is the season and time of dandiya enthusiasts, especially Gujaratis, who are gearing up to enjoy a rocking Navratri! This festive season has resulted in retail outburst of chaniya-cholis in Ahmedabad.

Instead of the local craftsmen selling traditional garments, this year is noting illustrious companies like Future group, Reliance and Tata taking over the sale of these conventional outfits.

These outstandingly colorful and flashy attires will be made available at organized outlets of retailers who seek to grab a big chunk of the market.

While the unorganized section of chanya-choli vendors is expected to cross Rs70 crore, the industries stepping in the business also look forward to a lucrative trade.

Ranging from Rs300 to Rs50,000, Chanya-cholis made available to the buyers will be essentially customized giving priority to consumer preferences. Moreover, non-resident Gujaratis are looked upon as potential buyers, since they are ready to shell out any amount for these exotic apparels.

Navratri freaks will be offered something new this year. The intervening of big players in the game, has lured couturiers to tailor chanya-cholis for this coming festivity. So, those who want to stand out in exclusively designed chanya-cholis, can wishfully do so, by opting for the innumerable boutiques.

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