Big plans come from big players and the Pakistani government has some ‘Aalishan’ designs on India — literally speaking. The Trade Development Authority of Pakistan’s (TDAP) ‘Aalishan Pakistan’ — hitherto known as ‘Lifestyle’ — exhibit is scheduled to take place from September 11-14 at Delhi’s Pragati Maidan. Two exhibit halls have been rented and to quote TDAP Secretary Rabiya Javeri, “We’re going to take India by storm.”

The product range for the exhibit offers a bit of everything Pakistani, from the more practical engineering and agricultural goods to handicrafts, art, precious stones, leather, textile, jewellery and dashes of Pakistani fashion.

Mainstream ready-to-wear bigwigs like Gul Ahmed, Kayseria and Khaadi are setting up store-like installations within one exhibit hall — the Khaadi ‘stall’, in fact, is going to be a miniaturised version of one of the brand’s recently opened stores in the UK. A luxurious ‘Couture lounge’, resplendent with chandeliers and couches, has been dedicated to designer wear by Sana Safinaz, Misha Lakhani, Wardha Saleem and Adnan Pardesi among others.


TDAP is the best vehicle with which trade activities between Pakistan and India can get rolling


The other hall is set up a la the winding alleys of Lahore’s Anarkali Bazaar, along with smaller stalls. Also on the agenda are meetings with Indian importers and a food court representing local Pakistani restaurants. Dotted around the venue will be installations by the Citizens Archive of Pakistan displaying correspondences between Indian and Pakistani children, an element of their ‘Exchange for change’ programme.

“In our exhibition in 2012 in India, I realised what a fantastic market this was for us,” observes Rabiya. “We share the same heritage but India’s extremely enthusiastic about our particular aesthetics and craftsmanship. I remember Indian polki jewellery selling extremely well at the ‘Made in India’ show in Lahore earlier this year. Similarly, I can see our intricate marori work in gold being a huge hit with the Indians.”

Rabiya’s brother, the acclaimed Tapu Javeri, is one of the jewellers, among many, tapping into the Indian market at the exhibit. “In general, trade between Pakistan and India gets restrained due to duties and other restrictions while exhibits like these provide local entrepreneurs with a platform.

There are at least 600 Pakistani traders, belonging to different fields, planning to fly to India for ‘Aalishan Pakistan’,” she estimates.

This is a considerable number given that the TDAP will not be paying for travel or hotel expenses. “It’s going to be expensive but we’re hoping it’s worth it,” says designer Safinaz Munir. “The Sana Safinaz brand is primarily bringing its lawn and prêt because we are aware that there’s already a huge demand for it in India. We’re going to try to consolidate our market further.”

A few weeks prior to the exhibit, the TDAP seems to have things under control. The blueprints for the representative TDAP stall at the exhibit have been designed by the students of the Asian Institute of Fashion Design (AIFD). Digitally printed cushion covers also designed by the AIFD student body are ready to be distributed as gifts to Indian liaisons.

Plans are already underway for a fashion show to take place one night before the exhibit begins — to ‘create hype’ — featuring textile brands Bareeze, ChenOne, Kayseria and Lala Textiles as well as designers Shamaeel Ansari, Faiza Samee, Sania Maskatiya and assorted member of the Fashion Pakistan Council. Limited passes will be available for purchase while the rest are intended to be distributed within the Pakistani high commission and the businessmen that form the Federation of Indian Chambers of Commerce and Industry (FICCI).

Additionally, the head of the Lalit Hotel chain and senior vice-president of FICCI, Jyotsna Suri, has arranged an art show at the Lalit Hotel, displaying the work of young Pakistani artists. “FICCI and TDAP are both interested in furthering trade and both bodies try to facilitate each other however they can,” says Rabiya.

It would be ideal of course if TDAP could establish permanent retail avenues for Pakistani products within India but it will take time — and more peace talks — for that particular ambition to be fulfilled. For now, one only hopes that ‘Aalishan Pakistan’ lives up to its grandiose name.

While private ticketed events focusing on fashion and other aspects of retail are now quite common, the TDAP — with its contacts, budget and wherewithal to overcome trade restrictions — is possibly the best vehicle with which foreign trade can actually move forward. The upcoming exhibit endeavors to open a trade window into India; let the business trickle in and one day, hopefully, it will flow.

Published in Dawn, Sunday Magazine, August 31, 2014

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