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Exhibits on display at a Jharcraft store in Ranchi. Picture by Hardeep Singh
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Emporiums, exhibitions, fairs, collaborations and now the ramp — Jharcraft certainly knows how to advertise its products.
Buoyed by the overwhelming response that its fashion show at Urban Haat in Deoghar district drew last week, the state-owned handloom and handicraft corporation is now planning to organise more such eye-catching events in a bid to find more buyers.
To start with, models will sashay down the ramp in Jharcraft’s tussar silk kurtis, saris, terracotta jewellery et al with matching leather bags at the inauguration of a new 6,000sqft store at City Centre, Dhanbad, soon. The date is yet to be fixed.
It also has plans to organise similar fashion shows in Ranchi and elsewhere like Ahmedabad and Mumbai, where Jharcraft stores already exist.
Dhirendra Kumar, the managing director of Jharcraft, said, “We had organised a three-day fair at the Urban Haat in Deoghar. On the concluding day on January 14, we invited eight models from Calcutta, who flaunted our products like kurtis made of tussar silk, saris and terracotta jewellery on the ramp. This platform offers us a chance to showcase our creations more openly and also tell the public what we are into.”
Jharcraft has updated itself to suit the changing times and modern taste and has come up with latest designs in apparels and accessories.
“The idea is take our latest offerings to the public. The Deoghar show was very much appreciated by the people, who requested us to organise more such events in the future,” Kumar said.
As far as fashion shows in Mumbai and Ahmedabad are concerned, the managing director said it would be a grand affair and they would rope in well-known models.
“It’s too early to give details like dates and venues but we will surely host the shows,” he added.
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