KARACHI: The Trade Development Authority of Pakistan (TDAP) held a press conference in Karachi on Friday to announce the country’s first mega lifestyle exhibition, Lifestyle Pakistan, in New Delhi, India.
More than 100 renowned lifestyle brands (set-up by fashion designers, furniture makers and arts and craftsman) will fly to India to participate in the Lifestyle Exhibition being held from April 12 to 15 in New Delhi, India.
While speaking about TDAP’s first cross-border venture, Tariq Puri, Chief Executive of TDAP said, “TDAP is having a one of its kind government level event in India. Pakistani Ministry of Commerce and TDAP are helping lifestyle brands to take their creativity to India, where Indian Trade Promotional Organisation and the Indian Ministry of Commerce will welcome them and exhibit their work at the Lifestyle Exhibition.”
The event will be inaugurated by Pakistani Commerce Minister Makhdoom Amin Fahim and Minister of Commerce, Industry and Textiles of India Anand Sharma on April 12. Puri informed the media that some of Pakistan’s top companies belonging to the fields of lawn and fashion apparel, home textiles, furniture, leather goods, Sindhi crafts and even Pakistani food will get a chance to explore the Indian lifestyle market. Some of the bigwigs, who are crossing the border for the love of cultural exchange, are Gul Ahmed, Alkaram, Hub Leather, Khaadi, Junaid Jamshed Lawn, Orient Textiles, Nishat Textiles, Asim Jofa and Chen One.
According to Puri, “Seventy per cent of commodities have already crossed the Wagah border and the first flight of the exhibitors will leave from Karachi to New Delhi on April 9.”
A slide presentation, comprising of pictures and video clips from previous fashion weeks, was also shown at the conference by Sidra Iqbal, whose company Statuspro is handling Media Engagement and Communication of the project in both India and Pakistan. The presentation was panned by journalists, who labeled the fashion clips as Indian fashion on Pakistani ramp and said that the entire project seemed too ambitious and expensive. Even though the media seems a bit critical of the venture, only time will tell what this exhibition is capable of.
Published in The Express Tribune, April 9th, 2012.