The multiple faiths and traditions that knit together India’s cultural fabric translate into a buzzing festival nearly every month of the year, each with unique folklore, rituals, and customs. The period between August and December is particularly busy – beginning with and , going on to and , and culminating in and . The festive months are also marked by an uptick in spending, be it on food, clothing, jewellery, or home décor, in the market’s diverse communities and demographics.
Joining the country’s festive fervour, ecommerce fashion major Myntra launched Festivals of India, an initiative that puts the spotlight on festival shopping. , Senior Director of Creative and Curation at Myntra, tells YourStory that Myntra has numerous festivals it offers options for. Shopping for festivals in India is truly unmatched to regular shopping.
It's a special occasion – one when people want to buy new clothes and dress up their homes too. We wanted to ensure that there is diversity in the way we showcase all the festivals of India, she says. She says festivals invite shopping across the board.
It's beyond just apparel; shopping extends to jewellery, beauty, home, footwear and accessories. The umbrella of ‘Festivals of India’ captures the essence of all these and more. The new initiative focuses on festive storytelling and aims to play an important role in building resonance for festive fashion with today’s consumers.
the Festivals have very critical nuances, and brands t.
