Modernisation and urbanisation has led to many great things for over a century. It has not only affected our work but also how we live. Our lifestyle progresses with us. Over the ages, Indians have adopted a lot from the Western culture; first their technology and education systems and later even their dressing sense.

India’s Youth Increasingly Favour Western Brands Over Ethnic Wear

Western wear in offices

Earlier, only men wore western formals that are formal suits, shirts, trousers and ties. But now, as the world is becoming smaller day by day, everyone from men to women to children run behind western fashion. And among them, it’s today’s youth, that is, people in the age group of 15 to 45, increasingly prefer western outfits over India’s traditional and ethnic wear. Nowadays, as more and more women are joining blue and white collared jobs at MNCs and other international companies, they are forced to leave the comfort of their airy salwar kameez or their vibrant kurtis and don the awkward western formal shirts, skirts, and heels.

Young people, today, only wear traditional Indian outfits on festive occasions like Diwali, Navratri, Holi, etc. and that too only because everyone is doing so. In any youth’s wardrobe, more than 80% of the outfits are western. Although women tend to wear Indian attires more often, it still doesn’t overcome the advent of western wear.

Modernization and a twist to the Indian culture

But they have no choice either. The places where they work or study shun Indian dresses either formally or informally. Most of the schools have western style uniforms and multinational companies want their employees to wear western formals so that they look international enough. Indian outfits are considered backward, repressive and against the modern outlook of life. People have been made to believe that dressing up like westerners will make them equal to them and showcase their modern mindset. Even if they allow Indian ethnic wear tobe worn, they will make sure that the person gets an inferiority complex and must adopt the western outfit out of sheer helplessness.

This scenario has only given rise to the brands selling western garments. They easily take advantage of the fact that, everyone today wants to at least look modern. This is added to the large extent of advertisement that they do to publicize their product. It is because of all this that the ancient Indian weaving and handicraft arts are dwindling. No one now wants to wear gold – woven Kanjeevaram silk or handmade Banarasi sarees. Everyone is only crazy about the latest outfit that their favorite Hollywood star had worn and how they can also get their hands on it. Even, Bollywood celebrities today are mainly seen endorsing foreign or western brands.

It is the ethnic wear that defines India’s culture. And today’s young generation need to understand the importance of wearing their country’s traditional attire and showing the world how cultural India is when it comes to that. We shouldn’t blindly follow what the western brands influence us to do. We shouldn’t entirely defy them either but should find a balance between both worlds.

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