They bring designer dreams to life on a budget. Presenting Manish Malhotra, Sabyasachi... 'The Chandni Chowk collection'.
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Short filmTranscript
00:00Cramped lanes, rows of shops, and hundreds of brides-to-be
00:30thronging for replicas of designer lehengas.
00:43These were the scenes at Delhi's Chandni Chowk during the wedding season.
00:59Working day and night for months, these shopkeepers say that they go to great lengths to make these replicas.
01:29The artisans trace the sketch onto the fabric.
01:52They then start making the embroidery over the cloth by stretching the fabric
01:57and placing it on a 4x4 frame.
02:15While some are drawn to intricate patterns, others want flair.
02:19But all these brides-to-be have one demand in common.
02:23How close the replica is to the original lehenga depends on the customer's budget.
02:46Apart from the colour, can you spot any difference between the two original replicas?
02:51The red lehenga, which you see, costs Rs 30,000, while the pink one costs Rs 10,000.
02:57But what's the difference?
02:58As Bollywood weddings become more fancy and grand, the expectations of customers also rise.
03:22According to Arijit, the real challenge is finding the right designs,
03:27working on the sketches, and finding labourers capable of making this type of lehenga.
03:44August, September and October. These three months are crucial for every shopkeeper in the lehenga
03:51business.
04:06While some find the bustling world of lehenga selling intriguing,
04:09the shopkeepers see a different side of it.
04:21Apart from meeting the cutthroat deadlines and striving for profits,
04:37these shopkeepers said they also face the problem of dead stock.
04:51you