PR Apex Presents the Great Indian Saree Festival #Gisf to Support the Talent Pool in Interiors of the Country


Mumbai, Maharashtra -- (SBWIRE) -- 09/29/2015 -- History of sarees dates back to 100 BC! This is one such attire that has managed to wow and remain a part of the Indian culture. Its variety of colors, fabrics, weaves and draping styles make the saree one of the most aspired, fascinating and alluring attires of all times. From Maharanis to Corporate Women, this attire has been worn by all and still remains an unparalleled favorite even after all this while., the largest online ethnic store will be hosting the Great Indian Saree Festival aka #GISF from 28th – 30th September. Now be it a Kalamkari Saree from Kalamkari Village in Guntur or the dying Bhagalpuri tussar silk saree from Bihar to the Sindhoi Patola Art Saree from Rajkot, Mirraw is all set to take this Desi Nine-yard beauty across boundaries from Trinidad and Tobago in Latin America to Auckland in Australia through its e-commerce portal. For the campaign Mirraw has roped in celebrity Saree Draper Kalpana Shah, a veteran in the industry having had the opportunity to dress the crème de la crème of the glamour industry like Kareena Kapoor Saif, Katrina Kaif & Madhuri Dixit.

The 3-day festival will be a mega exhibition–cum-festival of over 100 Desi Designers from various parts of the country and will showcase over 60,000 collections of Sarees under various categories. Ranging from Rs. 500 – 1.5lac the Sarees are exhibited by Desi Designers from interiors of the country like Dhanlaxmi Patola Art, Surendranagar (Patola Sarees), Prakrithi, Kozikhode (Kanjivaram Sarees), Tilfi, Varanasi (Banarasi Sarees), Eco Street, Bhagalpur (Bhagalpuri Sarees), "Its custom made" , Kollam (Kerala Sarees), Indian Saree Mandir, Howrah (Handloom Sarees), Piroee, Amritsar (Kalamkari Sarees), Kalamkari Village, Guntur (Kalamkari Sarees), Fashion Kiosks, Salem (Kerala Sarees), Badjatiya Sons, Jaipur (Kota Sarees), Uppadda Sarees, Hyderabad (Paithani Sarees) and more. "Mirraw has given us a platform to showcase our products to the world. It's a heartwarming & thrilling experience for us who would have just dreamt of selling sarees online. They have given good exposure also aid us in selling these traditional sarees to the world", shares one of the Designer Brand Tilfi from Varanasi.

"The entire concept of #gisf revolves around one of our most ancient & popular Indian attire for women - Sarees. We wanted to showcase 60,000 + SKU's & offer over 20 categories of sarees with some delightful offers and that is what makes this campaign - Great! Through Great Indian Saree Festival we want to reach out to the globe & showcase the true queen of Indian Women Attire. We are also excited to have Celebrity Saree Draper Kalpana Shah on board, #gisf will get a great boost through this association", explains Shailesh Jain, Founder, Mirraw. To promote Indianness and to attract more Urban Women for wearing sarees, Mirraw will host videos & tips on Saree Draping by Kalpana Shah. A literature on the various ways of draping a saree for festivity, for Corporate Women for beginners and more will be hosted on the days of #GISF on "The saree looks superbly elegant when you get the right drape but is prone to horrendous wardrobe malfunctions if you get it wrong. I believe that a woman must be first and foremost, comfortable in a Saree. In other words her movements are not restricted with the fear that the Saree may get disarrayed. She needs to show off the right design, pattern or textures which if draped clumsily don't present the Saree in its right form. My idea is to style the drape in such a way that it becomes apt for the occasion. Through Mirraw & #gisf we intend to reach out to the global audience", shares Kalpana Shah, Celebrity Saree Draper.

To cater to the global audience and urban Indian women, Mirraw also offers some easy-to-wear desi collections like the One-minute Saree, Half Saree, Readymade Lehenga Sarees, Bollywood Styled Sarees and more. "Even in our country, the urban women are keen to wear a saree for all festive occasions, the easy-to-wear feature is extended as a companion to those living away from home but still want to try the traditional saree", adds Anup Nair of Mirraw.

With 1 lac designer products listed on the portal from thousands of designers across the country, Team Mirraw has definitely given a shape to its start-up dreams! "Mirraw is a place where people can follow the latest trends in the industry, and where new labels and brands are created. A big chunk of the fashion industry now still works offline. And we are supporting this talent pool in Tier 2 & Tier 3 cities of India in helping them live their passion on ecommerce by delivering the same experience as an offline boutique to its customers not just in India but globally", signs of Shailesh.

About Mirraw
Around 100 Desi Designers across the tier 2 & tier 3 cities exhibit around 60000 Sarees for the global audience Mirraw ropes in celebrity Saree Draping expert Kalpana Shah for sharing tips on saree draping for occasions gisf to flag off from 28 to 30 September on Mirraw website

Media Contact:
Company Name: Mirraw Online Services Pvt. Ltd.
Contact Person: Yogesh Chavan
Phone: +91 9702328295
Address:Room No. 4, 2nd floor, 252, Lucky Mansion, Bazaar Gate, Peri Nariman Street, Fort
City: Mumbai
State: Maharashtra
Country: India