To promote Pakistani lifestyle, the Trade Development Authority of Pakistan (TDAP) is travelling all the way to Delhi with more than 700 participants from September 10 till September 14. The project, titled Alishaan Pakistan 2014, will feature all things Pakistani — from food to furniture to fashion.
“Whenever I have gone to Delhi for work, people have admired the way we dress and eat,” says Rabya Javeri Agha, secretary for TDAP. “I feel we can showcase everything in Pakistan there and manage to accumulate 70 per cent of the cost through sales there.”
In 2012, the TDAP did a fashion show that was a huge success. In February this year, Federation of Indian Chambers of Commerce and Industries (FICCI) India exhibited their offerings in Lahore. “It is our turn again and we wish to go bigger and better,” Rabya says. With over 350 stalls and TDAP’s own stall designed by students of Asian Institute of Fashion Design, the festival is all set to get the ball rolling in Delhi.
Well-established designers such as Umar Sayeed, Warda Saleem, Sania Maskatiya, Maheen Karim, Deepak Perwani and Faiza Samee along with a few budding fashion designers will showcase their work at the fashion show at Taj Hotel on September 10. The next day, stalls will be set up for selling. “Our aim is simple: we showcase our products and sell them the next day,” says Javeri.
Textile houses such as Bareeze, Chen One, Lala Textiles, Kayseria and Khaadi will also be a part of the festival. Lawn manufacturers including Al Karam, Gul Ahmed, Asim Jofa and Sana Safinaz will also present their collections. “We will create hype through our fashion shows on the first day, so that our sales double.”
Interwood and other furniture houses will also exhibit and sell their pieces.
Some renowned chefs from local hotels such as Avari and restaurants such as Bundoo Khan will participate in the food festival at the ITC Moria Hotel.
“This is a very healthy exercise for the easing of the trade policy between the two countries and thankfully, both countries have been very supportive,” says Javeri.