Holi may be the festival of colours, but white is what rules the day, at least as far as the attire goes. Shop owners say the demand for white garments — even branded ones — shoots up ahead of the festival.
“The sale of white kurtas increases before Holi. In the women’s section, the sales of white kurtas goes up almost three times while for men, the increase is four times of what we usually sell,” said Prableen Sabhaney, head of Communications of Fabindia Overseas Pvt Ltd.
“Customers prefer white cotton kurtas for one-time wear on Holi. Apart from cotton, we also use khadi, mangalgiri and hand-woven cotton,” she added.
Anil Arora, director of Sabhyata, said, “The sale of white garments increases around Holi. We receive 25 to 30 per cent increment in our sales during this period. Our target group is 15-35 year olds.”
Holi is celebrated with gusto across the country and in most parts, white outfits are the hot favourites. In Bihar, for instance, people play Holi with mud in the morning and in the evening, they clean up and slip into white clothes to splash coloured powder and water on each other.
Exporters, too, undergo the pressure of meeting the demands. “The colour white has always been accepted well, especially because it’s neutral,” said Vaibhav Verma, marketing head of exporter firm, Previse.