The jute bag had the logo of a Bangalore’s designer’s jewellery shop printed on it in bright red. No wonder it looked attractive. And it hardly took minutes for a fellow around me to notice that I was carrying an Indian product in my hands. “Nice. Must be from India,” exclaimed a gentleman, with his gaze fixed on the bag, which is quite an ordinary thing in India. That was just a simple compliment I got for that jute bag, but the episode was a reminder of the fact that people here have an eye for Indian products. And they can tell if a certain product bears the Made-in-India tag, and they do so with a bit of admiration.

Although markets in Karachi are flooded with imported items, mainly those from China, yet Indian products lead the race when it comes to jewellery and clothes. The products falling in this category are much in demand and easily catch the fancy of women shoppers.

It is observed that during the last five to six years there has been an apparent rise in the demand for Indian jewellery in Karachi.  Just a casual survey of any market brings to light the fact that the word “India” does add value to products, and shoppers do throw a second glance at items which carries the made in India tag. The fascination perhaps is more because India is considered to be the place where all kinds of ethnic and traditional jewellery finds its roots.

A visit to Tariq Road, which is one of the busiest shopping areas of Karachi, lifts the curtain about this issue and brings forth more facts about the current invasion of the local market by Indian jewellery. The numerous imitation jewellery shops here dazzle with a wide range of items, which can leave any onlooker startled. Although local stuff too enjoys a wide popularity, yet one can’t help admiring the Indian stuff, put on the display in the glass showcases. The shops are literally flooded with everything right from the fancy necklaces, large hanging/earrings, bracelets, bangles, anklets, to finger rings; you name it and they have it.

“Girls seem passionate about purchasing Indian products and prefer jazzy jewellery, and this rising demand has given a boom to the business like never before,” said Atif who ran a shop in the aforementioned area.  He added that the rise in the demand for Indian jewellery was attributed to the onslaught of cable and popularity of Indian serials.

“Indian dramas and films are ardently watched by womenfolk here. The kind of jewellery shown in these soaps catches the attention of viewers, who then come to us asking for that particular piece of costume jewellery.”
A couple of years ago, when Kashish, a television soap character became a household name at both sides of the border, thanks to the hit TV serial Kahin To Hoga, her clothes and jewellery became a trend. “At that time the kind of earring she wore in the serial, became the ultimate choice of young girls. They came asking for the earrings, which were named after the character and thus came to be known as Kashish Bali.”

Nowadays it is the glamour of Jodha Akbar’s grandiose jewellery, which is prompting young brides to come up with new demands. “They want huge sets, like the one shown in the film,” told Atif and displayed a huge necklace with red stones that partly resembled what Aishwarya Rai wore.

Glitzy pieces

“It is all because of the media, that people here now know so much about the kind of clothes and jewellery worn across the border,” said another shopkeeper, who begged to differ with the rest and said the local made stuff was much better in quality but just because the Indian media was closely watched by many here, they missed out on the local goods.

He supported his statement with the revelation that Indian jewellery was mostly made of zinc while the local craftsmen made use of copper, which was more durable than zinc. “The fascination for Indian products is more psychological than rational. Though we are making better stuff locally, yet people appear to be attracted to Indian goods,” he said.

However, there were some who felt that it was the quality and design, which pulled people to Indian brands.